A cinema chain in every house and pocket. That, says Aamir Khan, is the idea behind his novel move to bypass OTT platforms and instead release his latest film Sitaare Zameen Par on his YouTube channel through a pay-per-view model.
It is what audiences have always done when they pay each time they visit a theatre. And now that's what they can do by paying Rs 100 to watch his newest offering on the recently launched YouTube channel ‘Aamir Khan Talkies’. The channel will also stream other films under the Aamir Khan Productions banner as well as old titles produced by his father Tahir Hussain, he said.
"This is my private cinema chain. Think of it like Aamir Khan Productions has opened a new cinema chain, which is in everyone's house and in everyone's pocket," Aamir told PTI in an interview about his attempt to democratise the movie-watching experience and reach out to those who can't afford multiplexes.
The actor-filmmaker said he was offered good money from streamers to release his film on their platform. But with increasing internet and UPI payments in India, including rural areas, YouTube’s accessibility could mean a massive change in how movies are distributed post-theatrical release.
The star said he follows his heart and is doing what he believes will make cinema more powerful.
“And that is why I am doing this. I got good offers from OTT channels. But I don't want those Rs 100-125 crore from OTT channels. I want to earn Rs 100 from my audience. I prefer that more.”
From Friday, Sitaare Zameen Par will stream exclusively on YouTube in India at Rs 100. It will also be available in 38 international markets, including the US, Canada, UK, Australia, Germany, Indonesia, Philippines, Singapore, and Spain, with pricing localised for each market.
Asked whether this is a way of establishing his own OTT platform, Aamir said his vision is different from the subscription model followed by streamers.
"We have been following the same model when we watch movies in theatres, which is pay-per-view. We go to the cinema once, we buy the ticket and watch the film once. I am bringing this same model to digital."
It could, in his view, be a game-changer.
"My colleagues in the industry—filmmakers, creative people, artists, directors and writers—are waiting to see whether this model is successful or not. If this model is successful, then it will be a big step for cinema. We will once again get the strength that whatever work we want to do, whatever stories we want to tell, we can do openly and connect to our audience."
Cinema, he said, was at one time called a mass medium, and he would like for it to become one again. In a huge country like India, only a small percentage of the population has access to cinema halls, something that had bothered him for years.
"Even the most successful Hindi films that we have—3-3.5 crore people can watch them in theatres. So that is 2-3 per cent of our population. How do the remaining 97 per cent watch our films?"
"YouTube comes pre-installed on almost every device—whether you have a smart TV or a phone or an iPad or a tablet. I saw this as a means. Today it has become the right environment. Where UPI has come, internet penetration has reached and we have a platform that is so big... I felt that now we can reach the public in the right way," he said.
The emergence of multiplexes, he added, has made movie watching a costly affair—but that could change now.
"The way multiplexes were made, they became very posh, like a five-star hotel. When you invest so much, then you have to increase the ticket price, otherwise it will not be economical for you.
"You can have tea at a teahouse, or you can have it at a five-star hotel. But not everyone can go to a five-star hotel. As a creative person, I want to reach every Indian at a reasonable price so they can watch my content whenever they want, at their time, at their place, with their friends and family."
Unlike the US and China, which have about 35,000 to 90,000 screens, India has only about 8,000 to 9,000 theatres, Aamir pointed out.
Besides Sitaare Zameen Par, Aamir plans to bring other films under his production banner—Lagaan, Peepli Live, Dangal, Jaane Tu Ya Jaane Na, among them—on his YouTube channel.
The channel will also offer movies like Caravan, Anamika and Zakhmee, produced by his father.
Sitaare Zameen Par, directed by R S Prasanna, was released in theatres across the country in June. Billed as a spiritual sequel to the actor's critically acclaimed 2007 film Taare Zameen Par, the movie follows the journey of a basketball coach (Aamir), who reluctantly mentors 10 neurodivergent individuals. The movie is a remake of the Spanish film Champions.
Asked whether working with the cast changed him personally, the actor said it turned out to be a learning experience for him—and he is now working on a documentary with the cast.
"I got to learn a lot from these 10 actors. They are always happy. How many of us know that we should always be happy? This is an amazing quality... I feel that this is such an important film. I want everyone in India to watch this film.
"When I heard the script and when I saw the original Spanish film... it had a big impact on me. I had this thought that I want everyone in India to feel these emotions. That's why I made this film."
The actor said the documentary is his way of bringing the actors to the mainstream and that he had a team following the individuals from the beginning.
"It will take two-three more months (to bring out the documentary). It will be the first time that we will be able to see how their life was in their homes and their challenges on a big platform. The real stars are the parents of these 10 actors. They are the biggest superstars. I think we will learn a lot from this documentary. And I am waiting to show it to people."
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