03/08/2025
horrible misguided decision making people pay for something that they can get from there normal streaming platform for free of ott got it super dumb
Actor Aamir Khan recently opened up about his bold decision to go against industry norms by refusing to sell the subscription rights for ‘Sitaare Zameen Par’ ahead of its theatrical release. Describing it as a tough yet intentional move, the actor-producer shared that he turned down a ₹125 crore deal, choosing instead to rely on the audience’s response rather than secure revenue upfront.
In an exclusive interview with Business Today, the actor reflected on the decision, saying, “We did not sell the subscription model before the release. That was a tough and big decision. And so we did. We didn't have any safety net. So I believe that at the end of the day, it is the audience that decides how much they love the film. And any film works on word of mouth when people love the film. So it's important for me that when I come out of the film, I want to know what all the people think about it. With ‘Sitaare Zameen Par’, the theatrical audience has told us that they really love the film. The film has done more than 250 crores worldwide. And it has received a lot of love.”
He continued, “That decision of saying no to Rs 125 crores was not an easy one. I will not deny that I was given a lot of advice against what I was doing. But I strongly felt that that's a model that I feel in the long run is not good for me. It doesn't work for me as a creative or as a business person. And I felt that rather than the Rs 125 crores of a pre-sale that I'm getting from a subscription platform, I would rather take the Rs 100 from each audience of mine. I want that Rs 100 of that audience to be more valuable to me.”
The 60-year-old also emphasized his interest in using the digital space to uplift young and independent filmmakers who often struggle to get their work seen in theatres.
