EXPLAINER | A direct-to-audience strategy for Bollywood

Aamir Khan's latest venture, "Sitaare Zameen Par," marks a bold step in Bollywood's evolving distribution landscape by opting for a YouTube pay-per-view release. This strategy allows filmmakers to reach audiences directly, bypassing traditional OTT platforms. It signifies a potential shift in how content can be monetized and consumed, offering a more personalized viewing experience and greater control over distribution. The move comes as the digital space becomes increasingly crowded, with OTT platforms vying for exclusive content. By choosing a direct-to-audience strategy, filmmakers can retain more revenue and have real-time engagement with viewers. This model also provides flexibility in pricing and release schedules, potentially attracting a wider audience who may prefer à la carte viewing over subscription services. While this approach presents new opportunities, it also poses challenges such as combating piracy and ensuring robust digital infrastructure. Nonetheless, Aamir Khan's initiative could set a precedent for the industry, encouraging other filmmakers to explore similar avenues. As Bollywood navigates this digital frontier, the success of "Sitaare Zameen Par" will be closely watched, potentially paving the way for future releases.

— Authored by Next24 Live