Aamir Khan, renowned for his innovative approach to film promotions, is once again set to redefine post-theatrical release strategies with his upcoming film Sitaare Zameen Par.

According to the latest update from Hollywood Reporter India, Aamir Khan is reportedly charting an unconventional path for the release of Sitaare Zameen Par. Instead of partnering with mainstream OTT platforms, the actor-producer is considering launching the film on YouTube under a pay-per-view model.

© Aamir Khan Productions

A source close to the development told the website, “Aamir doesn't want to release his films directly on streaming after their theatrical run, as it discourages viewers from watching movies on the big screen. It is also a reason why there is no streaming logo on the poster of Sitaare Zameen Par.”

The source further added, “The decision involves multiple factors. Of course, there is a perception that non-spectacle films are better suited for OTT platforms, which has led many to skip them in theatres. Pay-per-view, however, creates a cinema-like urgency, as viewers would need to pay specifically for the film rather than accessing it freely through a subscription model. This consumer-centric approach benefits both viewers and producers, giving the latter more control over their content. Aamir wants to see how this plays out, so we shall know details in the coming weeks.”

© YRF

Sitaare Zameen Par is the highly anticipated Hindi adaptation of the Spanish film Campeones. The story centres around a group of autistic children who, against all odds, come together to participate in a basketball tournament under the guidance of an unlikely and unconventional coach. With a mix of heart, humour, and emotion, the film aims to shed light on inclusivity, acceptance, and the transformative power of sports.

The film is slated to release on June 20 and will be led by Aamir Khan and Genelia Deshmukh.

It is directed by RS Prasanna who is known for Shubh Mangal Saavdhan and Kalyana Samayal Saadham.