MUMBAI: Aamir Khan is ripping up the rulebook. In a landmark move, the actor-producer is releasing his blockbuster Sitaare Zameen Par directly on YouTube Movies-on-Demand from 1 August 2025, bypassing traditional OTT platforms and putting premium cinema within reach of every household.
Actor-producer Aamir Khan stated, “For the past 15 years I have been struggling with the challenge of how to reach audiences who do not have geographical access to theatres, or those who are unable to make it to theatres for various reasons. Finally the time for the perfect storm has come. With our government bringing in UPI and India becoming no 1 in the world in electronic payments, with internet penetration in India having grown dramatically and growing everyday, and with YouTube being on most devices, we can finally reach vast sections of people in India, and a significant part of the world. My dream is that Cinema should reach everyone at a reasonable and affordable price. I want people to have the ease of watching Cinema when they want, where they want. If this idea works, Creative voices can tell different stories breaking geographical and other barriers. This will also be a great opportunity for younger creative people entering the field of Cinema. If this idea works, then I see this as a win-win for all.”
YouTube India country managing director, Gunjan Soni highlighted the strategic significance of this partnership. “The digital launch of Sitaare Zameen Par exclusively on YouTube underscores a significant step towards democratizing Indian film distribution at a global scale. YouTube is already a key digital destination for premium content, and we’re excited to offer filmmakers and content owners not only our unparalleled digital reach but also the control and flexibility to meet their audiences where they are. Today’s launch is far more than a release – YouTube is laying out the red carpet for Indian cinema to stride onto the global stage.”
The film, which has already grossed over Rs 250 crore worldwide, will be available in India for Rs 100 and in 38 international markets including the US, UK, Australia, Germany and Singapore, with localised pricing and subtitles.
A spiritual successor to his 2007 classic Taare Zameen Par, the heartwarming drama stars Aamir Khan, Genelia Deshmukh and ten actors with intellectual disabilities, making inclusivity its emotional core.
This YouTube-first strategy is a radical experiment that not only turns every screen into a theatre but also cements YouTube’s growing clout in post-theatrical film distribution. With YouTube already reaching 4 out of 5 internet users in India, this could reshape how films find their audiences.
Directed by RS Prasanna and written by Divy Nidhi Sharma, the film will also be available in dubbed and subtitled versions for global audiences. Next up for Aamir Khan Productions: Lahore 1947 starring Sunny Deol and Preity Zinta, and Ek Din featuring Junaid Khan and Sai Pallavi.
Cinema, it seems, just found its biggest digital stage.
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