Hansal Mehta supports Sitaare Zameen Par's pay-per-view model, calls it smart move

India Today

5 days ago

Filmmaker Hansal Mehta has come out in strong support of Aamir Khan's decision to release 'Sitaare Zameen Par' on YouTube as a pay-per-view title after its theatrical run. He called it a 'smart, forward-looking move that deserves applause, not knee-jerk criticism.'Mehta shared a detailed perspective on X, explaining why the move is not a threat to traditional models but rather a step toward a healthier and more inclusive distribution ecosystem.advertisement'Our ecosystem is skewed toward instant gratification and a handful of giant spectacles,' Mehta wrote. "Theatrical windows are treated like rigid commandments, while OTT has become the only posttheatrical refuge. So many thoughtful films vanish or languish. That's neither sustainable nor fair to the diversity of work we produce. If this model works, it will embolden more producers to back films that don't follow the herd mentality currently dominating the sector,' he added.Mehta outlined three key benefits of the move. He wrote:
"What this move actually does:1. Reclaims control for creators.When and how a film meets its audience should be a maker's choice not a gatekept decree.2. Adds a durable revenue stream.OTT can't be the only posttheatrical option. Flexible windows + PPV create longer, healthier film lives.3. Democratises access.Reasonable pricing, easy payments, and YouTube's universal reach can take cinema beyond multiplexes and curated SVOD shelves.The longrun upside: a healthier flywheel. If payperview finds its footing at sensible price points, it creates a reliable midtail revenue layer between theatres and subscription deals. That extra layer does three things over time:1. Recycles money back into risk. More cashflows after theatrical means producers can fund documentaries, firstfeatures, regional stories, and formally daring work—not just 'safe bets.'2. Builds habit and audience data. Direct PPV performance gives makers clearer signals about price sensitivity, genres, and regions. Better signals = better greenlighting.3. Expands the market, not just the share. When films are accessible on familiar rails (YouTube, UPI, simple UI), total paying audiences grow. A bigger pie allows more kinds of films to be made and sustained."Further, Mehta clarified that this move isn't an attack on theatres or streaming platforms, but rather a step toward distribution reform. According to him, theatrical windows should be flexible rather than rigid, and OTT platforms should serve as one of many options, not the only fallback. He emphasised that with fair pricing, easy payment methods, and a user-friendly interface, true democratisation of cinema can shift from being an idealistic concept to a practical reality.He urged the industry to celebrate such experiments, believing they could serve as a vital bridge, allowing more films the space to breathe, reach wider audiences, and be discovered on their own timelines, in ways that suit viewers best.Aamir Khan's 'Sitaare Zameen Par' will release on YouTube as a pay-per-view film after its time in theatres. This means people can watch it online by paying a small amount, without waiting for it to come on OTT platforms. - EndsMust Watch