Aamir Khan bets big on YouTube and launches own channel: Watch Sitaare Zameen Par for $1.2 from August 1

Dubai: Trust Bollywood superstar Aamir Khan to disrupt the digital movie landscape by bypassing traditional OTT giants such as Netflix and Prime Video, only to launch his own pay-per-view channel on YouTube.

Called Aamir Khan Talkies: Janta Ka Theatre, this platform aims to democratize movie-watching with an affordable price point of Rs100 per film.

The first big release on this channel will be Khan’s latest movie Sitaare Zameen Par, which opened in cinemas on June 20 and will now be available digitally from August 1, 2025.

Viewers can rent the film for Rs100 in India (prices will vary across 38 global markets) and get access for 48 hours. After the rental window expires, the movie can be rented again.

In a bold move, Aamir Khan has declared that this model will replace conventional OTT releases for all future productions under his banner.

The actor-producer believes that this approach makes films accessible to a much wider audience, especially in smaller towns and international regions where big streaming subscriptions are not as affordable or common.

“With just a simple UPI payment, you can watch the film on your phone or television. This is about making movies reachable for everyone,” he said at a recent press briefing.

This decision comes at a time when the economics of digital film distribution are evolving. By choosing YouTube, a platform with unmatched reach, Khan retains direct control over pricing, audience engagement, and revenue. He also avoids the exclusivity clauses and delayed availability often associated with large OTT platforms.

But the plan isn’t limited to blockbuster titles. Aamir Khan Talkies also aims to become a home for independent and emerging filmmakers.

According to Khan, the platform will showcase smaller films that struggle to get theatrical distribution, creating a new pipeline for fresh talent.

The channel’s library will also eventually include classics from Aamir Khan Productions such as Lagaan, Taare Zameen Par, 3 Idiots, and even films produced by his father, Tahir Hussain.

Each of these titles will follow the same pay-per-view model, with ticket prices around Rs100 in India.

Industry analysts, according to The Hollywood Reporter, see this move as a potential disruptor. While pay-per-view models are well-established in the West, few major Indian stars have experimented with them at scale. If successful, this could inspire other filmmakers to follow suit, creating a new digital economy for Indian cinema.

As for Sitaare Zameen Par, the film has already drawn attention for its emotional storyline centered on neurodivergent children and sports, with Khan himself playing a basketball coach. After a strong theatrical run, its digital launch is expected to draw millions of viewers who may have missed it in cinemas.

Whether this gamble changes how Indians watch movies remains to be seen—but it’s certainly a star-led innovation worth watching.