Aamir Khan’s new film will release on YouTube PPV at ₹100 — a model that could redefine access to cinema for India’s underserved audiences
Most theatres are concentrated in South India and Maharashtra. Many in the Hindi heartland lack access to affordable, local-language films
YouTube reaches 445M Indians. A low-cost, pay-only-if-you-watch model can reach price-sensitive users unlike expensive OTT subscriptions
India’s fragmented digital base demands PPV that works on low-bandwidth, mobile-first formats and includes regional-language options
AI tools can lower dubbing costs, while BharatNet and better rural connectivity can boost access to cinema across India
PPV could monetise smaller films and revive mid-budget cinema. If scaled well, it might democratise film access and reshape distribution