Daijiworld Media Network - Mumbai
Mumbai, Jul 29: In a bold and inclusive move, Bollywood actor and producer Aamir Khan has announced that his latest film, Sitaare Zameen Par, will be released exclusively on YouTube starting August 1, bypassing all traditional digital streaming platforms.
The decision, hailed as unprecedented in Indian cinema, stems from Aamir’s long-standing desire to make films accessible to wider audiences, especially those with limited access to theatres or subscription-based OTT platforms.
“Over the past 15 years, I’ve wrestled with how to bring cinema to people who can’t reach theatres—due to geography, affordability, or other limitations,” Aamir shared. “Now, with UPI adoption at an all-time high, India leading the world in digital payments, and internet penetration expanding rapidly, the moment feels right. YouTube is already in most hands. We can finally reach vast sections of India and beyond.”
Calling the decision a “perfect storm of opportunity,” Aamir emphasized that his vision is for cinema to be available affordably and on-demand, removing traditional access barriers. “If this model succeeds, it can open the floodgates for diverse storytelling and give a platform to emerging creators across the country,” he added.
Gunjan Soni, Country Managing Director of YouTube India, echoed the sentiment, framing the move as a watershed moment in Indian film distribution:
“The exclusive digital release of Sitaare Zameen Par on YouTube represents a monumental shift toward democratising access to Indian cinema globally. YouTube offers creators not just unmatched reach, but also the control and flexibility to engage directly with their audiences.”
Directed by RS Prasanna, Sitaare Zameen Par hit theatres on June 20, and its migration to YouTube just weeks later marks a potential paradigm shift in how Indian films reach viewers.
With this move, Aamir Khan—often referred to as “Mr. Perfectionist”—is once again at the forefront of change, challenging conventions in both content and distribution. The success of this experiment could shape the future of digital film accessibility, potentially transforming YouTube into a major first-release platform for Indian cinema.