Hansal Mehta Applauds Aamir Khan’s YouTube Release Strategy for Sitaare Zameen Par
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Introduction: A Bold Shift in Film Distribution
The Indian film industry is witnessing a transformative moment with Aamir Khan’s decision to release Sitaare Zameen Par on YouTube as a pay-per-view title, bypassing traditional OTT platforms. This move, announced on July 29, 2025, has sparked widespread discussion, with filmmaker Hansal Mehta emerging as a vocal supporter, calling it a “smart, forward-looking move” that deserves applause. In an industry often bound by rigid theatrical and streaming norms, Khan’s strategy challenges conventions and opens new avenues for filmmakers and audiences alike. This essay explores the significance of this decision, Mehta’s endorsement, and its potential to reshape the cinematic landscape.
Aamir Khan’s Vision: Democratizing Cinema
Aamir Khan, a Bollywood icon known for his innovative approaches, has long sought ways to make films accessible to a broader audience. His decision to release Sitaare Zameen Par—a spiritual successor to the 2007 hit Taare Zameen Par—on YouTube for just ₹100 in India reflects his commitment to inclusivity. Khan has noted that only 2-3% of India’s population watches films in theaters, leaving a vast majority underserved. By leveraging YouTube’s universal reach and affordable pricing, he aims to bring cinema directly to homes, especially for those without access to theaters or expensive OTT subscriptions. This pay-per-view model, available from August 1, 2025, also extends to 38 international markets with localized pricing, ensuring global accessibility.
Khan’s strategy is not just about affordability but also about reclaiming control for creators. By bypassing OTT giants, he avoids their algorithmic gatekeeping and high paywalls, which often limit the reach of smaller or unconventional films. His YouTube channel, Aamir Khan Talkies, launched in March 2025, will also host other classics like Lagaan and Peepli Live, alongside his father’s films, creating a platform that blends nostalgia with innovation. This move signals a shift toward a more creator-driven distribution model, one that prioritizes audience connection over corporate control.
Hansal Mehta’s Support: A Call for Industry Reform
Hansal Mehta, a filmmaker known for thought-provoking works like Aligarh and Scam 1992, has passionately endorsed Khan’s approach, arguing it’s a step toward a healthier cinematic ecosystem. In a detailed post on X on July 31, 2025, Mehta emphasized that the YouTube release is not a threat to theaters or streamers but a “distribution reform.” He critiques the industry’s reliance on rigid theatrical windows and OTT platforms as the sole post-theatrical refuge, which often sidelines diverse, non-blockbuster films. According to Mehta, Khan’s model could embolden producers to back unique projects, fostering creativity over formulaic “safe bets.”
Mehta outlines three key benefits: first, it gives filmmakers greater control over how and when their work reaches audiences; second, it creates a sustainable revenue stream beyond theatrical runs; and third, it democratizes access through affordable pricing and YouTube’s global platform. He argues that this approach could recycle revenue into riskier ventures like documentaries or regional cinema, enriching the industry’s diversity. Despite facing criticism for allegedly using AI to craft his post (which he clarified was only for grammar correction), Mehta’s stance resonates with many who see Khan’s experiment as a blueprint for change.
Industry Implications: A New Path Forward
Khan’s decision comes at a time when India’s media landscape is evolving, with increasing internet penetration and digital payment systems like UPI making platforms like YouTube viable for mass consumption. The pay-per-view model, with no upfront payment from YouTube and revenue shared based on viewership, offers a low-risk, high-reward opportunity for filmmakers. However, it has not been without controversy. Exhibitors, expecting a longer theatrical window, expressed disappointment, with some accusing Khan of undermining his earlier “theaters-only” promise. Khan apologized for misleading statements, explaining he protected the film’s theatrical run, which grossed ₹261 crore worldwide, before pivoting to YouTube.
Despite the backlash, the move has sparked optimism about alternative distribution models. By offering Sitaare Zameen Par at ₹100, Khan challenges the subscription-based OTT model, which he believes harms the industry by prioritizing platform subscriptions over individual film value. His vision of “janta ka theatre” (people’s theater) could inspire other filmmakers to explore direct-to-audience platforms, potentially leveling the playing field for independent and regional cinema.
Conclusion: A Step Toward Inclusive Cinema
Aamir Khan’s YouTube release of Sitaare Zameen Par, backed by Hansal Mehta’s enthusiastic support, marks a pivotal moment for Indian cinema. It challenges the status quo, offering a model that prioritizes accessibility, creator control, and financial sustainability. While it has stirred debate, particularly among exhibitors, the move underscores the need for flexibility in an industry often constrained by tradition. If successful, this experiment could pave the way for a more inclusive and diverse cinematic future, where stories of all kinds find their audience, unhindered by geographical or economic barriers. As Mehta aptly puts it, such experiments deserve celebration, not criticism, for they hold the promise of letting more films “breathe, travel, and be discovered.”
