Living up to his reputation is Aamir Khan on his way to shake the industry when he chose the release of Sitaare Zameen Couple Exclusive on YouTube movie-on-demand.
The move will completely bypass the traditional streaming platforms, which usually host the films after post-theater release.
In an interview with BlackHe weighed in on his approach, which was born from an idea he previously had.
“About 15 years ago, I realized that our most successful film, like ‘3 idiots’ or ‘Dangal’, statistics of people watching theaters, are about 2-3% of the population,” notes the actor.
“So the next thought that came to me is how do we reach the remaining 97-98%?” he adds.
To reach them, Aamir has lived the subscription -based streaming services because he believes they are not financially viable in the long run; So he made his movie available for $ 1.15 in 38 countries, including India, on YouTube.
“If a family of four sits watching the movie it comes to INR25 [¢28] Per head, which I think is a value that not only works for the audience, but also provides an opportunity for filmmakers to serve so they can create better content, ”shares the star.
His decision comes at a time when reports say the media landscape is undergoing technological and behavioral shifts.
In addition, YouTube has a massive reach in India, highlighted by the country’s CEO, Gunjan Soni, leading to the partnership with Megastar.
“Aamir’s vision and the way he runs democratization is really also the heart of YouTube’s mission,” she tells the business. “So it was actually almost a perfect fit from this perspective.”
In the partnership, no advance payment has been given to Aamir Khan Productions; Instead, the revenue is shared on a payment-per-view model.
In the end, says Aamir, this distribution experience is not a time. “I hope this will be the plan for my future slate because I feel that this is the best way I would like to reach my audience,” he says.
“I want a healthy theater release, and then I would like to be present on Digital, on YouTube, on a video-on-demand basis,” Aamir concludes.
Sitaare Zameen Couple will be available from August 1
