Filmmaker Hansal Mehta has strongly backed Aamir Khan’s decision to release his film ‘Sitaare Zameen Par’ on YouTube via a pay-per-view model, calling it a “smart, forward-looking move.”
A Bold New Digital Path
Aamir Khan is known for his unique approach to filmmaking and distribution. Even before its release, ‘Sitaare Zameen Par’ made headlines as Khan prioritized a theatrical run, reportedly turning down significant offers from major streaming platforms.
Now, following its successful theatrical performance, Khan has announced that the film will be available for audiences on YouTube through a pay-per-view system. This innovative move means the movie will bypass traditional major OTT platforms entirely for its digital debut.
Hansal Mehta Applauds the Strategy
Veteran director Hansal Mehta was quick to voice his support for Khan’s unconventional choice. Taking to X (formerly Twitter), Mehta praised the decision, dismissing any potential criticism.
“Aamir Khan releasing Sitaare Zameen Par on YouTube as a pay-per-view title after its theatrical run is not a threat to anyone,” Mehta wrote. He continued, “It’s a smart, forward-looking move that deserves applause, not knee-jerk criticism.”
Challenging the Industry Status Quo
Mehta highlighted a critical issue within the film industry: many “thoughtful films” often struggle to find their audience. He argued that the current ecosystem, heavily skewed towards immediate gratification and grand spectacles, isn’t sustainable for diverse cinematic works.
“Theatrical windows are treated like rigid commandments, while OTT has become the only post-theatrical refuge,” Mehta observed. He believes that if Aamir Khan’s pay-per-view model proves successful, it could encourage more producers to invest in films that don’t fit the dominant “herd mentality” of the industry.
Aamir Khan’s Long-Standing Concerns
This latest move aligns with Aamir Khan’s previously expressed concerns about the changing landscape of film consumption. During the lead-up to ‘Sitaare Zameen Par’s release, Khan had spoken about the audience’s preference for action films at the time.
He expressed hope that despite the trend, his “heartwarming and beautiful story” would deeply connect with viewers. The film, directed by RS Prasanna, features Aamir Khan, Genelia Deshmukh, and ten debut actors. It has performed well, earning over Rs 260 crore worldwide in its theatrical run.
- Aamir Khan’s ‘Sitaare Zameen Par’ will be released on YouTube via a pay-per-view model.
- Filmmaker Hansal Mehta fully supports this decision, calling it “smart” and “forward-looking.”
- Mehta believes this model could help “thoughtful films” find an audience outside traditional streaming platforms.
- The move challenges the current film distribution ecosystem, which often favors big-budget spectacles.
This pioneering approach by Aamir Khan could potentially open new avenues for film distribution, offering an alternative to the established theatrical and OTT models.
