Aamir Khan has sparked a debate about the affordability of multiplexes in India, coinciding with the release of his latest film, Sitaare Zameen Par, on YouTube. Khan has long been an advocate for accessible cinema, and his recent statements highlight the challenges faced by the average Indian in affording the multiplex experience.
Khan argues that multiplexes, with their high infrastructure costs and premium amenities, have driven up ticket prices, making it difficult for the "mass audience" to enjoy films. He contrasts this with the earlier days of single-screen theaters, where movie-going was a more affordable form of entertainment for the masses. "This medium was called a mass medium at one time, and there was a reason why it was a mass medium. It's because the masses could actually afford to watch the movie," Khan stated. He feels that today, it's very difficult for the mass audience to watch a film in theaters unless they go to single screens.
In response to the problem of affordability, Khan has suggested building low-cost cinemas in districts that lack theaters. He observed the vast difference in screen count between India and countries like China and the USA, emphasizing the need to expand cinema services to more areas.
Khan's concerns about multiplex pricing come as he pioneers a new distribution model for Sitaare Zameen Par. The film, which was released in theaters on June 20, 2025, is skipping the traditional OTT platforms and will be available on YouTube Movies via pay-per-view starting August 1, 2025. In India, viewers can rent the film for ₹100. The film will also be available in 38 international markets with localized pricing. Khan has described this initiative as "janta ka theatre," aiming to make films more affordable and accessible.
Aamir Khan admitted that he initially misled the public about Sitaare Zameen Par not being released on YouTube. He stated he did so to protect the film's theatrical run, emphasizing his loyalty to cinemas. He believes the pay-per-view model on YouTube is a way to offer an affordable option without undermining the theatrical experience. Khan noted that audiences in India have watched films on a pay-per-view model for 100 years, first in theatres, now on YouTube. He added that at ₹100 for a one-time view, it becomes ₹25 or less per head for a family, which is affordable and sustainable for both creators and viewers.
Khan's decision to release Sitaare Zameen Par on YouTube represents a bold move to disrupt the conventional film distribution model. By choosing YouTube, he retains control over pricing, audience engagement, and revenue, while also avoiding exclusivity clauses and delayed availability associated with traditional OTT platforms. He also hopes it will reduce piracy. Aamir Khan Productions plans to release Lahore 1947 and Ek Din under the same model after their theatrical runs.
Gunjan Soni, Country Managing Director of YouTube India, sees the digital launch of Sitaare Zameen Par as a significant step towards "democratizing Indian film distribution at a global scale". Soni also noted that YouTube already reaches four out of five Indian internet users over 18, with entertainment content on YouTube seeing over 7.5 billion daily views globally.
Aamir Khan's initiative extends beyond just releasing his own films. His YouTube channel, Aamir Khan Talkies, aims to spotlight independent filmmakers by offering them a space to showcase their work. Select content, such as episodes from Satyamev Jayate, will be accessible for free.
