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aamir khan films on youtube at just ₹100
The recent news is that Bollywood superstar Aamir Khan is planning to become the first celebrity to make his movies accessible to millions of Indian families unable to cover the cost of one-time cinema visits because of his plan to release his films on YouTube. Through his latest film, the 60-year-old actor has been able to tell the world that his recent film, Sitaare Zameen Par, will be shown on YouTube to cost only 100 rupees following the release in theatres.
The decision by Khan to go with YouTube to announce the release of his movies is informed by a mind-boggling fact that just 23 percent or so of the 1.4 billion Indian population ever pays a visit to theatres. The actor has elaborated that tickets in modern multiplexes would go above 500, and movies are no longer affordable to the Indian families. Unlike today, back when Khan made his entry into film, the cost of the cinema ticket was only 10 rupees, so even the whole family could be entertained with the movies.
“The reality is that theatres are no longer a mass medium, it’s become an upper-class medium” said Khan. “As film-makers, we haven’t done enough to change that and reach that other 97% of the population.”
This huge popularity in India, where YouTube has 491 million subscribers, compared to Netflix, which has a piddly 12million subscribers, is understood by the last bit of that 2019 breakdown. This makes the YouTube movie release strategy employed by Khan a savvy business decision of reaching out to the largest number of people.
The Bollywood industry has faced low box office performance and high competition in the streaming services. Khan feels that conventional streaming systems have contributed to the so-called cannibalisation of Indian movies as movies vanish in enormous content repositories without due exposure.
The Khan model of YouTube release of movies enables the whole family to watch together and pay a small amount per individual in Even if 100 family members and neighbors participate in viewing the movie, one can pay an amount as low as a few rupees per individual. This method of watching a movie in the community is how the traditional Indian cinema experience was back home.
The cinematic artist who has successes such as Lagaan, 3 Idiots, and Taare Zameen Par had already attempted to develop cheap rural cinemas back in 2011, but had encountered bureaucratic hindrances similar to the case of the major giant Amazon.
In spite of boycott movements and political intimidation that envelop one of the most famous Muslim actors in the Bollywood industry, Khan is hopeful that his experience to release the movie on YouTube.
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