Viewers split as Aamir Khan takes Sitaare Zameen Par to YouTube instead of OTT
takes a professional call, it tends to split the crowd – fans, followers, and critics alike. His latest controversy? The
YouTube release
of Sitaare Zameen Par. At the time of its release, Aamir had stated his film would not be released on any OTT/digital platform.
Tired of too many ads? go ad free now
His stand was widely appreciated as it seemed to prioritise the larger interests of a struggling industry and audiences over his role as producer and actor. With the film doing well in multiplexes, he was felicitated for his seemingly charitable move. Cut to a press conference on July 30, Aamir announced that
Sitaare Zameen Par
would be released on YouTube under a
pay-per-view model
for just `100 and had apparently turned down a `100-crore offer from a streaming platform for the digital rights of his film.
This decision has divided netizens and stakeholders on the ground. Some are accusing Aamir of misleading the audience and disrupting the industry's conventional release model:
theatrical release
first, followed by OTT for home viewing. Others are defending him, claiming YouTube is the original – and still the largest – OTT platform, and that offering the film as a paid title post-theatrical run is a bold, innovative step rather than a betrayal.
Hansal Mehta in fact has lauded his approach, as it gives him greater 'creative control'.
A timeline of Aamir's stance on OTT release
March 9:
Speaking against the prevailing OTT-first mentality, Aamir had said, 'We're telling our consumers that you can come and consume our product (film). If you don't, we'll bring it to you in eight weeks (through
OTT platforms
), when it will be free of cost as you've already paid for it (through subscription).
Tired of too many ads? go ad free now
I don't know how to sell a product twice. Earlier, I used to watch movies because I had no option. Now, it's dependent on a fancy for films. So we've killed our own business model.'
June 19:
Multiplex Association of India (MAI) praised Aamir. 'Aamir Khan has always been a filmmaker who puts the audience first. His decision to bring Sitaare Zameen Par exclusively to cinemas is a significant show of confidence in theatres and the shared magic of the moviegoing experience.
Indian exhibitors thank Aamir Khan for standing by theatres,' said Kamal Gianchandani, President of MAI.
July 3:
In response to his felicitation by theatre owners, Aamir told ANI,'Since I haven't sold the OTT rights and our film is not releasing on OTT, isliye shayad All India Theatre Owners have decided to felicitate me for the step that I have taken. I am happy that they thought about it.'
July 30:
Aamir apologised for the YouTube release at the press conference.
For bypassing OTT giants, he said, 'When I release a film after 8 weeks on a subscription model, people aren't buying my film. They're only subscribing to the OTT platform. It wouldn't matter if a person wants to watch the film or doesn't after subscribing to the platform. It has always been my dream to reach every Indian at a reasonable price so they can afford it,' he added.
On his YouTube strategy, he told PTI, 'This is my private cinema chain.
Think of it like Aamir Khan Productions has opened a new cinema chain, which is in everyone's house and in everyone's pocket... And that is why I am doing this. I got good offers from OTT channels. But I don't want those ₹100–125 crore from OTT channels. I want to earn ₹100 from my audience. I prefer that more.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
an hour ago
- Time of India
From Scam to Sagas: Applause expands slate with Archer titles
As streaming platforms ramp up their demand for scalable IP and cross-market appeal, Indian content studios are increasingly looking beyond domestic formats and entering the global literary market. Applause Entertainment , backed by the Aditya Birla Group , is the latest to make a move, acquiring exclusive screen rights to six novels by British author Jeffrey Archer . The acquisition, which includes The Clifton Chronicles, Fourth Estate, First Among Equals, The Eleventh Commandment, Sons of Fortune, and Heads You Win , marks Applause's first foray into global fiction IP . While notable, the development fits into a broader trend of Indian studios building slates that can travel across languages, territories, and platforms. Applause plans to adapt them as series and films across multiple Indian languages and distribution platforms, including global streaming services. 'We have just closed the deal and now we are getting started in earnest,' said Sameer Nair, managing director of Applause Entertainment. 'We want to move fast. The idea is to identify a showrunner or creative director for each title and begin working on adaptation, deciding the context, setting, and treatment.' Nair added that the studio hopes to have at least one or two properties entering the pre-production phase in the next three to six months. 'Everything we develop will be run past Jeffrey Archer and will go through our own iteration process. We want to make sure we're doing justice to the original material, while also adapting it meaningfully for screen,' he said. From local books to global IP Applause's earlier successes have largely come from Indian non-fiction adaptations like Scam 1992 and Black Warrant and scripted versions of international formats including Criminal Justice, Hostages, Call My Agent . This move into global fiction marks a strategic expansion geared toward meeting a rising demand for high-concept IP that can be localised but is inherently global in theme and structure. 'Jeffrey Archer's stories are sagas, not single-incident plots,' said Nair. 'They lend themselves to both long-form drama and feature films, depending on how we reimagine them.' While Archer's books are widely read in India, Nair acknowledged that a large segment of India's tier II and tier III viewers may not be familiar with them. 'The larger Indian mass has not heard these stories. That's the excitement you can take these stories to them. Once it comes on a streamer or platform, it reaches,' he said. He drew a parallel with Scam 1992, which was based on Sucheta Dalal and Debashis Basu's book The Scam. 'I don't think many people had read the book before the show came out, but more people saw the show. Hopefully, that encouraged some to go read the book,' Nair said. 'We only used a small part of it but the book itself is far deeper.' Stabilising and expanding Applause's expansion comes at a time when the Indian content market is undergoing a cost correction, following years of aggressive investment between 2020 and 2023. Several production houses were forced to scale back due to unsustainable content spends and shifting platform strategies. However, Applause has avoided major disruption by maintaining cost discipline. 'We've always been frugal,' said Nair. 'When others were spending INR 100-INR 200 crore on a single show, we were building profitable units. All our projects aim to recover cost and make a margin. That allows us to reinvest continuously.' He estimated that the company has already invested and reinvested over INR 2,500–INR 3,000 crore and continues to operate on a reinvestment-led growth model. 'There's no fixed number for how much we will invest in the next two years,' Nair said. 'We just keep doing it.' Applause evaluates all projects on a unit economics basis, aiming for profitability at the project level rather than relying solely on large upfront investments or slate deals. While budgets have come under pressure, Nair said the overall outlook for the industry is positive. 'There was a lot of pressure on content cost in the past couple of years, but now things are levelling out. It's fair, platforms also need to be profitable,' he said. Alongside the literary acquisition, Applause is also diversifying its production slate with a growing focus on theatrical films and digital-first animation . The company has signed filmmakers Kabir Khan and Imtiaz Ali for upcoming Hindi projects and is producing a Tamil feature film Bison with director Mari Selvaraj, targeted for release around Diwali. Nair said the move into theatrical films is a natural extension of the studio's capabilities. 'Hopefully, in the next couple of years, you'll see us as a major movie studio,' he said. In the kids content space, Applause launched a YouTube channel ApplaToon earlier this year, leveraging its animation rights to Amar Chitra Katha 's intellectual property. The channel, aimed at a digital-first audience, focuses on mythological and historical narratives. 'YouTube turned out to be the most effective distribution channel for children's content,' Nair said. 'Many streamers and broadcasters are currently re-evaluating their kids' programming slates, but YouTube remains consistent. We've made a strong start and we plan to build aggressively in that direction.' For Applause, the Archer collaboration is not a one-off prestige play, but part of a deliberate expansion into IP-driven content development. 'This is a milestone moment for us,' Nair added. 'To reimagine these stories with scale and style, and position them for audiences across the globe, that's the creative opportunity we're excited about.'
Hindustan Times
2 hours ago
- Hindustan Times
Former YouTuber Grayson Dolan is engaged to Eleni Stamoulis: See pictures here
Grayson Dolan, best known for his viral Vine videos and YouTube fame as one-half of the Dolan Twins, is engaged. The 25-year-old internet personality got engaged to Eleni Stamoulis, who announced via an Instagram post on August 4, 2025. Grayson Dolan is engaged!(X/ Grayson Dolan and Instagram/ Eleni Stamoulis) In line with them keeping their relationship private, Stamoulis captioned the carousel of her engagement photos with a white heart emoji. Several users flooded the comment section offering their congratulations to the pair. The spotlight, however, was all on the ring: an oval-cut diamond set on a thin gold band, reported E! Online. Proposal picture hints it happened in Greece Another People report added that one photo showed Eleni posing in front of the Saints Constantine and Helen Orthodox Metropolitan Church, suggesting the proposal may have taken place in Greece. The location's sunset backdrop and ocean view lent a picturesque setting for the milestone moment. Reportedly, Kristina Alice, wife of Grayson's twin Ethan, shared similar photos from what appeared to be the same destination. She also commented on Eleni's post with heart and tear emojis, suggesting she was excited to have Eleni join the family. A romance kept out of the spotlight Unlike many of their social media contemporaries, Grayson and Eleni kept their relationship away from the public eye. According to E! Online report, rumors of romance between the two began in October 2024 when they were spotted walking hand-in-hand during a beach day. However, they had never posted about each other directly on social media until now. Also read: Is Florence Pugh engaged to Peaky Blinders star Finn Cole after a year-long romance? Why did Dolan Twins quit social media? The Dolan Twins, who rose to prominence in the 2010s due to their comedic and relatable content on Vine and YouTube, stepped back from content creation in 2019. They cited feeling burnt out and expressed a desire for personal growth. In a now-archived YouTube video, Ehtan said, 'We need to stop stunting our growth.' He added that if they did not correct the problems, then it could last much longer. Ethan got married to Australian influencer Kristina last year in New York City. They announced their engagement in 2023, and Grayson has now followed suit with his engagement. FAQs Q: Who is Grayson Dolan engaged to? A: Grayson is engaged to Eleni Stamoulis. She shared the engagement news on Instagram on August 4, 2025. Q: What are Ethan and Grayson Dolan doing now? A: Both brothers have stepped away from social media content to focus on their personal lives. Ethan is married to Kristina Alice, and Grayson is now engaged to Eleni Stamoulis. Q: How did the Dolan Twins' dad pass? A: Their father, Sean Dolan, passed away in January 2019 after a battle with cancer. His death played a role in their decision to step away from YouTube. Q: Did James Charles date Grayson Dolan? A: No confirmed relationship ever existed between James Charles and Grayson Dolan. While fans speculated due to their close friendship, both denied any romantic involvement
Time of India
2 hours ago
- Time of India
Cultural Capital has no liking for music, lit gatherings
Mysuru: The city, hailed as the Cultural Capital of the state, is grappling with a unique challenge as artists and organisers witness a sharp decline in audiences for cultural events, including theatre performances, music concerts, and literary gatherings. This dwindling attendance at performances has sparked concerns about the future of cultural activities in the city. Artists and organisers note that the younger generation has largely distanced itself from cultural spaces and activities. Organisers report that literary events and cultural programmes lacking prominent names struggle to draw public interest, often resulting in performances before empty seats. Consequently, many organisers are shifting their focus to educational institutions, where students form a captive audience. Stakeholders attribute this trend to various factors. Indian classical music promoter Himamshu CR, involved in several music events and organisations, confirmed this trend, stating that today's audiences prefer concerts featuring well-known artists. "The music scene in Bengaluru is far more vibrant compared to Mysuru in terms of audience engagement," he said. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Your Finger Shape Says a Lot About Your Personality, Read Now Tips and Tricks Undo "We can't get star artists every time. For others, the response is not encouraging," Himamshu, who is the grand-nephew of celebrated violinist Pitil Chowdaiah, said. Dasara offers opportunity to build interest: Music promoter He further noted that the Dasara festival in Mysuru offers an excellent opportunity to foster public interest in music and draw crowds to such events. "Unfortunately, poor planning by authorities has squandered this platform. There is an urgent need to cultivate interest in music among the public," he emphasised. KS Shivaramu, president of Mysuru Taluk Kannada Sahitya Parishat, admitted that literary events are experiencing a severe shortage of attendees and readers. "Both writers and readers share responsibility for this decline. As the quality of writing and books diminishes, readers are drifting away from these events," he said. Literary environment absent: Satish Javaregowda T Satish Javaregowda, president of Spandana Samskrutika Parishat, pointed to multiple reasons for this trend. "The literary environment is absent in today's schools and colleges, which has hindered efforts to spark interest in fine arts and literary activities among the youth," he said. He added, "Many organisers also lack discipline in managing literary events, which negatively impacts other cultural programmes as well. " Actor and theatre director Mandya Ramesh highlighted that the current education system fails to connect students with theatre, arts, and music. "To address this, our schools, colleges, and universities must prioritise engaging students in these fields," he urged. Sudarshan MD, assistant director of the Kannada and culture department, noted that fine arts activities struggled to attract audiences during the Covid-19 period. "However, the situation has since improved," he said.
