Aamir Khan’s “Janta Ka Theatre”: Revolutionizing Film Distribution on YouTube
Aamir Khan is pioneering a new path in Bollywood film distribution by releasing his latest movie, Sitaare Zameen Par, directly on YouTube’s pay-per-view platform for ₹100 per view starting August 1, 2025. This initiative, branded as “Janta Ka Theatre,” aims to make cinema more accessible and affordable for the Indian audience, bypassing traditional OTT platforms.
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Jul 30, 2025
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From Theatres to YouTube: A New Distribution Model
Following its theatrical release on June 20, 2025, Sitaare Zameen Par will be available on YouTube Movies pay-per-view, exclusively on Aamir Khan’s channel “Aamir Khan Talkies: Janta Ka Theatre.” Priced at ₹100 per view in India with localized pricing worldwide, this model replicates the classic theatrical experience—pay once, watch once—now digitally.
Why YouTube and Why ₹100?
Aamir Khan emphasizes that less than 3% of India’s population frequents cinemas, while YouTube reaches over 550 million Indian users daily across devices. Leveraging digital payment systems like UPI, the ₹100 price point is designed for affordability and ease of access, particularly for audiences in Tier 2 and Tier 3 cities.
This strategy reflects a desire to democratize film consumption by providing a direct-to-consumer (D2C) pay-per-view model, challenging the dominance of subscription-based OTT platforms.
Protecting Theatrical Business and Empowering Filmmakers
The “Janta Ka Theatre” initiative also serves as an alternative distribution strategy to protect theatrical revenues, which are often cannibalized by quick OTT releases. Aamir Khan acknowledges the need for sustainable models in the evolving entertainment landscape, granting filmmakers more control over digital rights and revenue.
Beyond Sitaare Zameen Par: A Broader Vision
Plans include releasing the entire Aamir Khan Productions film library via this YouTube pay-per-view model after their theatrical windows close. Additionally, episodes of Satyamev Jayate will be freely available, and the platform aims to support independent filmmakers, providing wider visibility.
Industry Impact and Future Outlook
This bold experiment could signal a significant shift in Indian film distribution. Industry experts and analysts are watching closely to see whether YouTube’s pay-per-view can rival OTT giants or serve as a complementary platform, especially for audiences underserved by traditional cinema and streaming services.
Conclusion
With “Janta Ka Theatre,” Aamir Khan is redefining digital film distribution by prioritizing affordability, accessibility, and direct audience engagement. As subscription fatigue grows and digital consumption habits evolve, this model offers a promising alternative for the future of Indian cinema.
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