KKN Gurugram Desk | In an industry driven by box office numbers and OTT performance, Bollywood star Aamir Khan is about to challenge the status quo. His upcoming film ‘Sitare Zameen Par’ will break away from the conventional release cycle. Instead of appearing on a streaming platform after its theatrical run or being available for free, the film will premiere on YouTube’s Pay-Per-View (PPV) model — a move that has sparked intense debate across the entertainment industry.

The decision represents a bold shift in how Indian cinema could be monetized in the digital age. Is this a forward-thinking disruption or a high-risk experiment? We explored the perspectives of producers, strategists, and distributors to understand the broader implications of Aamir Khan’s new release strategy.

From Box Office to Pay-Per-View: Breaking the Bollywood Template

For decades, the standard Bollywood film distribution model followed a predictable path: theatrical release, followed by a digital premiere on an OTT platform, and eventually, satellite broadcast. But with the announcement of ‘Sitare Zameen Par’ bypassing OTT entirely and opting for YouTube PPV, Aamir Khan is not just experimenting — he’s redefining audience expectations and industry norms.

Under the PPV model, users will be required to purchase access to the movie directly on YouTube. This essentially means that viewers must pay a ticket price to watch the film online — a business model common in the West but still nascent in India.

Why This Move Matters: A Shift Toward Digital Ownership

Aamir Khan’s approach seems to stem from a frustration with the shrinking window between theatrical and OTT releases. In his own words, revealed during the WAVES Summit 2025, he highlighted the contradiction:

“If I tell my audience the film is coming to OTT in a few weeks, why would they visit theaters? This short window is killing our industry. We are cannibalizing our own business.”

By taking control of the film’s digital destiny and avoiding OTT middlemen, Khan aims to restore exclusivity to theatrical releases and explore direct-to-consumer monetization.

What Is the YouTube Pay-Per-View Model?

YouTube PPV allows content creators — in this case, Aamir Khan Productions — to publish content that viewers can only access after making a payment. Unlike YouTube Premium, which provides access to ad-free content on a subscription basis, PPV is transactional: you pay only for what you watch.

This model gives creators greater control over revenue. For high-budget films, it offers a potential to create an online box office, where revenue is tied directly to viewer demand.

Producer Perspective: “This Is the Future of Independent Monetization”

Anshulika Dubey, a well-known independent producer, believes the YouTube PPV model holds massive potential for profit — if executed well.

“In theatres, producers get only 30–35% of the ticket price. On YouTube PPV, they can receive up to 80% of revenue share,” she notes. “The only reason this model hasn’t worked in India so far is because filmmakers focus too much on making movies and not enough on selling them.”

Dubey explains that most small producers sell their films to OTT platforms for a one-time fee, often due to lack of marketing budget. While this de-risks the project, it also limits revenue potential.

Digital Strategist’s Warning: “The Audience Isn’t Ready”

On the flip side, Aditya Kumar, a digital marketing expert and YouTube strategist, offers a more cautious take.

“YouTube in India is a free-content ecosystem. Viewers aren’t mentally or behaviorally primed to pay for content, especially not films.”

He highlights a key concern: Aamir Khan’s official YouTube channel has only 200,000 subscribers — a number not reflective of his brand power. While trailers and songs may go viral, convincing millions to pay for a full-length feature is a different game altogether.

Kumar also points out that while content creators benefit from PPV in the influencer economy, Bollywood’s massive production costs (often ranging between ₹50–100 crore) demand a scale of monetization that YouTube alone may not fulfill — unless the campaign is executed with exceptional precision.

Public Sentiment and Piracy Risks: The Elephant in the Room

Perhaps the biggest hurdle to this model’s success is piracy. Distributor Rajesh Thadani raises a red flag:

“Once a film is digitally available, it’s only a matter of hours before it leaks onto Telegram, torrent sites, or pirated streaming platforms. Theatres offer some form of protection. YouTube, not so much.”

In his view, this risk could significantly reduce the PPV conversion rate. If a pirated version becomes available within 24 hours, why would anyone pay to watch it?

However, he acknowledges that Aamir Khan is no ordinary filmmaker. Known for his attention to detail and unique marketing strategies, he may have anticipated and planned for such risks.

Impact on Industry Economics: Challenging the OTT Dominance

This move could set a precedent. By eliminating the OTT intermediary, producers can retain more revenue and gather direct viewer data — something even Netflix doesn’t share in detail with creators.

But this model also shifts the responsibility of marketing and audience building entirely onto the shoulders of the filmmakers. Without algorithmic promotion and subscription-based viewership, the film’s success depends heavily on buzz, positive word of mouth, and audience loyalty.

Can Aamir Khan Pull It Off? His Track Record Says ‘Maybe’

Aamir Khan has a history of disrupting Bollywood norms:

• ‘Lagaan’ redefined historical fiction and Oscar nominations.

• ‘Taare Zameen Par’ brought educational issues into the mainstream.

• ‘Dangal’ proved that content-driven cinema can break box office records.

While his last film ‘Laal Singh Chaddha’ underperformed, his credibility and loyal fanbase remain intact. If anyone can experiment with a model like PPV on YouTube in India, it’s Aamir Khan.

What Is ‘Sitare Zameen Par’ About?

Slated for a June 20, 2025 release, ‘Sitare Zameen Par’ is an official adaptation of the 2018 Spanish film ‘Champions’, which tells the story of a basketball coach sentenced to community service who ends up training a team of disabled players.

In this Indian version, Aamir Khan stars alongside Genelia Deshmukh, and the film promises an emotional, motivational storyline blended with social awareness — themes that Aamir is known for championing.

Release Plan: A Two-Phase Strategy

1. Theatrical Release (June 20, 2025) – Traditional box office debut across India.

2. YouTube PPV Launch – After a short exclusive run in cinemas, the film will skip OTT entirely and go straight to YouTube under a pay-per-view pricing.

This approach is designed to maximize initial box office returns while leveraging YouTube’s massive reach for the second wave of monetization.

Aamir Khan’s digital gamble may or may not become a template for future Bollywood releases, but it has already ignited important conversations around content ownership, creator rights, viewer habits, and platform dependency.

Whether ‘Sitare Zameen Par’ becomes a commercial triumph or a cautionary tale, its impact on the Indian film business will be studied for years to come.