From Aamir Khan's digital strategy to the Vatican's social media push
It's the first day of August, and we're kicking off the month with a look at some fascinating developments across media and entertainment. Today's stories touch on a bold new experiment in
film distribution
from
Aamir Khan
, a major shift in how the Vatican is embracing modern technology, and a significant leadership change at one of India's top media agencies.
Let's see what we have today
Aamir Khan's 'Sitaare Zameen Par' and the big bet on TVOD
Aamir Khan's latest film,
Sitaare Zameen Par
, is set to release on YouTube using a
Transactional Video on Demand
(TVOD) model, allowing audiences to pay a one-time fee to watch the film. This move challenges the traditional subscription-based OTT model and aims to bring back the 'pay-per-view' culture for movies.
Click here..
Why you should care:
This is a significant experiment by a major star that could redefine the release strategy for big-budget films. If successful, it could create a new revenue stream for producers and offer consumers more flexible viewing options, potentially shaking up the entire digital media landscape.
Vatican embraces social media digital missionaries
The Catholic Church is actively using social media for evangelisation, bringing together hundreds of
Catholic influencers
, or 'digital missionaries,' for a summit. Pope Leo XIV encouraged these influencers to create meaningful content and spread the faith to a 'hyperconnected' society, marking a new, modern approach to communication from the Vatican.
Read more..
Why you should care:
This signals a major shift in how traditional institutions are adapting to the digital age. It demonstrates the growing power of social media influencers beyond entertainment and commerce, highlighting their role in shaping cultural and religious conversations.
Madison Media appoints Ajit Varghese as partner and Group CEO Media, OOH
Ajit Varghese has been appointed as a partner and Group CEO of Madison Media & OOH, marking his return to the agency. With over 30 years of experience, Varghese is tasked with leading the company into its next phase, focusing on innovation and delivering business outcomes for clients in the evolving media landscape.
Read here..
Why you should care:
This appointment is a key industry move that could signal a new direction for one of India's largest media agencies. Given Varghese's extensive experience, his leadership will be closely watched by industry professionals for new strategies and market trends.
More from this week
Ajit Varghese steps down as JioStar's revenue head, Mahesh Shetty takes over
MIB blocks 43 OTT platforms for content violations
DTH companies may get licence fee relief amid subscriber decline
Warner Bros to get studio business after split, Discover to house news, sports brands
Prabhat Choudhary: The quiet architect of India's 'Human Brands'
That concludes this edition of our Media & Entertainment weekly. We hope you found our deep dive into Aamir Khan's digital gamble, the Vatican's new media strategy, and other key industry movements both informative and inspiring.
What M&E trends are you watching? We'd love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective.
Until next Friday, stay curious and creative.
Team ETBrandEquity
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Bollywood superstar recently made a nostalgic return to Bhuj, Gujarat, specifically the rustic village of Kotai, 25 years after filming his iconic, Oscar-nominated movie 'Lagaan' there. Tired of too many ads? go ad free now The actor revisited the very same village for a special screening of his latest film, 'Sitaare Zameen Par', bringing his new cinematic endeavor back to the roots of one of his most beloved projects. 'Lagaan' memories reignited According to a post by ANI, the '3 Idiots' actor got nostalgic visiting the place. Speaking to the media, Aamir shared, "My memories of Lagaan got refreshed today." Cinema must reach every corner During the interaction, Aamir also spoke upon the scarcity of cinema halls in rural areas. He shared the need to bring films closer to India's vast rural population. "The cinema should reach these areas. I wanted my new movie, Sitaare Zameen Par, to reach every village in the nation," he said, sharing the importance of accessible entertainment and meaningful storytelling. He added, "This is the first-ever screening in Kotai village. Such screenings should happen in every village. It was my wish to conduct the first screening in Kachchh. This is a historic place. I have so many memories and I felt very happy after revisiting it." Aamir Khan interacts with locals The screening of the film was held in an open space with a makeshift shed with a large crowd, including local villagers and schoolchildren. Aamir sat on the floor with the audience, enjoying the movie alongside them. 'Sitaare Zameen Par' was released theatrically on June 20 and is a socially conscious sports drama directed by Prasanna. The film is a spiritual sequel to the blockbuster Taare Zameen Par and features Aamir as a basketball coach guiding neurodivergent children towards their potential. Co-starring . The movie is currently available to stream online on YouTube for Rs 100.
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