Bollywood superstar Aamir Khan has taken an unconventional route for the release of his latest film, Sitaare Zameen Par, by opting for a pay-per-view model on YouTube after its theatrical run. Traditionally, films are sold directly to OTT platforms, but Aamir chose this method to maintain creative and financial autonomy.
The film is available for viewers at ₹100 on YouTube, granting access for 48 hours. After this period, users must pay again to rewatch the movie, even if they have already completed it once.
Speaking about the growing trend, Aamir Khan stated, “The pay-per-view model is picking up slowly. We cannot expect an aggressive flow of money. Usually, if a film makes X amount in this model, we are doing 20X, which is good. But compared to the traditional OTT revenue, it is still far from the big numbers.” This approach emphasizes long-term revenue generation over immediate financial gains, marking a shift in how films can reach audiences digitally.
Industry insiders note that Aamir’s decision is also motivated by a desire to retain independence. By not giving away full rights to OTT platforms, he avoids the creative and contractual pressures that often come with them. While the model generates revenue gradually, it provides a sustainable income stream and greater control over distribution.
On the work front, Aamir was last seen in Coolie and is set to collaborate with acclaimed filmmaker Lokesh Kanagaraj in his upcoming project.
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