Aamir Khan was in the news recently when he announced that he would be releasing his film Sitaare Zameen Par directly on YouTube under the pay-per-view model 6 weeks after its theatrical release. He also admitted that he declined an offer of Rs. 125 crores from an OTT giant. More than a month after the film’s YouTube premiere, Aamir Khan talked more about it in an interview with Komal Nahta.
Aamir Khan reveals he wanted to release 3 Idiots through pay-per-view on DTH: “But payment facility then was not smooth”; opens up on Sitaare Zameen Par’s YouTube performance: “Has done 20x business than normal…happy to sell its OTT rights 4-5 months after theatrical release”
Aamir Khan revealed, “I had thought about a pay-per-view model way back in 2011, during 3 Idiots (2009). At that time, I spoke to Puneet Goenka of Zee and Vikram Kaushik, head of Tata Sky. Dish TV (of Zee) and Tata Sky used to distribute Set Top Boxes to their consumers. It had become very common in many households. The Set Top Boxes had the option of pay-per-view. I toyed with the idea. It didn’t have the reach of YouTube, but still, it was tremendous. I had the chance to reach out to every house that had a Set Top Box.”
Aamir then said, “But the payment facility was a tedious process. It was not smooth. One had to call on a number, the operator would put you on hold for 30 minutes, then you need to increase your balance and only then would the film play on your television. Aise koi film nahin dekh paayega. The idea should be that one should press only a couple of buttons to switch on the film.”
Aamir Khan continued, “Hence, I have been thinking about this model since 2011. Once the government introduced the UPI system, the payment facilities became very easy. Indians started using it so freely that I realized that it’s an opportune time. You could be rich or poor and yet everyone had the chance of paying through their phones. Every shop accepts digital payments. Recently, I bought chana from a roadside seller. I paid him through Google Pay. Moreover, the internet had penetrated big time and so had YouTube. This made me realize that the time is right.”
Aamir confessed, “I was scared, but then I thought that no one was doing it. If I had accepted Rs. 125 crores, my problem would have been solved. It would have covered my costs and even helped me earn a profit. So, it was a tempting offer. The studio, however, was against the idea (of letting go of the Rs. 125 crores offer). But I was certain that I wanted to opt for the YouTube model. Hence, I gave them their share of profit and they stepped out of the film. After all, why should someone else take that risk based on my beliefs?”
Aamir also clarified, “I never said that I’ll never give my film to OTT. I have no issue with them. I have an issue with the fact that films are arriving on OTT so soon (after theatrical release). I want to open one more window. Firstly, you’ll earn theatrically, after which you can earn on pay-per-view. Then you can come on OTT and satellite. That’s the correct exploitation of a film.”
When asked if he’d like to premiere Sitaare Zameen Par on OTT after 4-5 months, the superstar replied, “I am happy to sell. I have no problem. I hope that we sell the film’s OTT rights as well as satellite rights.”
Lastly, how many views has Sitaare Zameen Par received under the pay-per-view system on YouTube? Aamir Khan answered, “As per YouTube policy, they don’t show the views. I’ll respect it and won’t give out exact numbers. However, we need to understand that the pay-per-view business is at a nascent stage in India. So, at this stage, we have done business, which is 20 times more than normal (compared to other films available on a pay-per-view model in India). If you see it that way, it’s good news. But if you look in terms of absolute numbers, is it worth sacrificing a deal of Rs. 125 crores? It doesn’t compare with that aspect. Hence, it’s still a work in progress. It’s a good start.”
Also Read: Aamir Khan Productions announces Sitaare Zameen Par’s YouTube release in AI style
More Pages: Sitaare Zameen Par Box Office Collection , Sitaare Zameen Par Movie Review
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