When Sitaare Zameen Par hit cinemas on June 20, 2025, it marked a refreshing divergence in Bollywood’s release playbook: Aamir Khan chose not to pre-sell OTT rights. Instead, he’s targeting a YouTube pay-per-view window roughly eight weeks post-theatrical release—an approach both applauded and scrutinized by industry insiders.
Why Aamir’s Move Matters
- Championing Theatres Over Subscriptions
Aamir’s decision stems from a belief that delaying OTT access preserves theatrical sanctity and audience engagement — a view increasingly rare in an era of subscription fatigue. - YouTube PPV: A New Digital Frontier
Opting for YouTube pay-per-view (PPV) offers both producers and viewers control—no reliance on platform logos or monthly fees, but a focused viewing window. - OTT Giants Lost a ₹125 Crore Opportunity
Netflix reportedly offered ₹125 crore—higher than big-budget hits like Jawan and Animal—but Aamir declined, favoring strategy over quick monetization.
Trade Voices on the Move
- Taran Adarsh calls it “a risk,” noting few producers have the financial backup to sidestep OTT safety nets.
- Atul Mohan says it is setting a new precedent—films without pre-sold OTT rights could revive cinema attendance. He suggests keeping the online release under wraps to maintain buzz .
- Raj Bansal applauds the delay as a tonic for cinema—even criticizes past productions as lacking enough confidence for sustained theatrical runs .
- Girish Johar emphasizes it could reignite regular moviegoing habits, expanding audience outreach beyond “event” films.
Extra Insights from Web Sources
- August 2025 (≈8 weeks post-release), the YouTube PPV strategy kicks in.
- The film includes strong accessibility features—closed captions, audio description, sign language support—adding to its inclusive appeal.
- Aamir previously streamed Taare Zameen Par free on YouTube to drum up interest—a template this release slightly echoes.
Jay‑Ho! Takeaway
Is this a clever strategy or a gamble? Possibly both—but undeniably forward-thinking. Aamir Khan is using Sitaare Zameen Par to challenge the standard OTT-first model, pushing for a theatrical-first mindset.
- Pros: Keeps cinemas alive, time-limits streaming, retains full control.
- Cons: Foregoes immediate OTT revenue (₹125 cr+), depends on long-term YouTube success.
If this approach works, it could inspire other confident filmmakers (see Tanvi The Great) to reconsider OTT pre-sales—reviving both content quality and cinema culture.
Final Thought:
Sitaare Zameen Par doesn’t just entertain—it actively tests the future architecture of film release. More than a film strategy, it’s a bet on Bollywood’s cultural and commercial reawakening.
