"I wish to provide visibility and opportunity."
In addition to being exceptional at acting and filmmaking, Aamir Khan has demonstrated his worth as a businessman and marketer.
On July 29, 2025, Aamir announced a unique decision.
The star had previously revealed that his latest film, Sitaare Zameen Par (2025), would not be premiering on regular online streaming platforms such as Netflix or Amazon Prime.
Aamir said that instead, several of his films would become available to watch on YouTube under his production company’s channel.
In the coming weeks, viewers will be able to enjoy all films from Aamir Khan Productions on the video website, as well as classic films.
Furthermore, the audience will only need to pay Rs 100 (86p) per film.
Detailing the plan, Aamir said: “This was the reason why I did not give away the rights of my film Sitaare Zameen Par as this plan was in motion.
“Our plan is to release every film under the Aamir Khan Production banner on YouTube, after they complete the theatrical run.
“Each movie will be available at a minimal cost of Rs 100.”
The plan includes older films that were produced by Aamir’s father, Tahir Hussain.
Aamir continued: “After Sitaare, films like Lagaan, Taare Zameen Par, and Peepli Live will be available on the channel.
“Some timeless classics produced or associated with my father, such as Caravan and Hum Hain Rahi Pyaar Ke, will also be available, to offer a rare blend of nostalgia and cinematic heritage.
“By showcasing their films on the channel, I wish to provide visibility and opportunity to emerging talent.
“While we will take a nominal fee from the earnings, the idea is to ensure creators benefit directly from their own work.”
In a 2022 interview, Aamir explained why he felt the industry was making a mistake when showcasing films on OTT (over-the-top) platforms.
He opined: “We are telling the audience, ‘Our films will release in theatres, but you don’t really need to come. Because in a few weeks, you can see it at home’.
“How do you expect me to come to the theatre when you’ve already told me that you’re coming to my house in a few weeks?
“According to me, that is the error the film industry is doing. It doesn’t make sense to me.”
“You can make a film directly for OTT. I don’t mind that. But if you’re coming in theatres, then you have to have a distance.”
Sitaare Zameen Par will be premiered on Aamir’s YouTube channel – Aamir Khan Talkies – on August 1, 2025.
Other films are expected to follow closely behind.
Meanwhile, on the work front, Aamir Khan will next be seen in a cameo appearance in Coolie. The film is scheduled to be released on August 14, 2025.
He also has the likes of Lahore 1947, the biopic of Dadasaheb Phalke, and an untitled film by Lokesh Kanagaraj on the cards.
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