Aamir Khan’s Innovative PPV Strategy Pays Off With 20x Earnings
Bollywood star-producer Aamir Khan is once again rewriting the rules of film distribution. His latest production, Sitaare Zameen Par, reportedly earned 20 times more revenue than typical pay-per-view (PPV) releases in India through its YouTube debut.
The RS Prasanna-directed film, a spiritual successor to Khan’s 2007 classic Taare Zameen Par, premiered on YouTube six weeks after its theatrical release. Priced at Rs 100 per viewing, the PPV release came despite scepticism from industry insiders and pushback from Khan’s own studio. To make it happen, Khan even bought out his producing partner to take on the financial risk personally.
“It has done business, which is 20 times more than normal,” Khan confirmed, though he did not disclose exact viewership numbers due to YouTube’s privacy policies.
The film’s success is attributed to its emotional storytelling, inclusive themes, and Aamir Khan’s presence, which helped build strong word-of-mouth. The PPV traction wasn’t limited to India—it also saw significant interest from audiences in North America and Europe.