Sitaare Zameer Par will attempt to be the biggest game changer for the industry in recent times and if it works it can change the fortunes of the industry for the better. At present the industry is in this hole where main aspects are being dictated by the digital giants Netflix and Amazon and this sometimes can hinder the theatrical results of a film.

The studio system where the studio took all the rights is reduntant and there are no distributors left to take theatrical rights in each of the circuits like it happened in the past so the digital revenue is that fixed revenue which allows a film to go forward and with just two players in the game it is their call which decides whether the film can be made.

Sitaare Zameen Par will be a first where the makers are keeping the digital rights and post theatrical will try and monetize with a PVOD (premium video on demand) on YouTube. The system does not have a history of working even in the West as its SVOD (subscription video on demand) which is basically what what Netflix and Amazon do which sees the better revenue for makers.

The difference is here is that its not been tried on YouTube before with such a product and in reality YouTube is the biggest digital channel by a distance. The problem is that the audience consumes content here for free while Sitaare Zaameen will ask for a payment. The rate that will be charged is an unknown but the reach of YouTube across the world is huge as content gets billions of views. On paper 50 lakh views across the world at an average of 100 rupees will be 50 cr GROSS revenue and on paper this does not look tough as 50 lakh (consideing the audience for Hindi content) is not a big number and nor is 100 rupees but its all an unknown.

The biggest issue will be piracy as this is what has killed satellite and even when content comes to digital it is consumed more on pirate than on the actual platforms. The theatrical numbers are less today, digital views are not huge and then there is hardly a satellite audience barring a few films and this has a lot to do with piracy. As soon as movies hit digital then piracy is rampant but in terms of SVOD the makers have the money but here with PVOD and Sitaare Zameen Par how will you get people to pay when piracy will make it free.

It does look a long shot but if it can somehow work it will be game changer as it can make the major decisions the producers call without the interference of the digital giants. At the moment whether the industry likes or not it is the digital giants calling the shots and good results for Sitaare Zameen Par can start to change that. Its going to be very difficult if not impossible but the industry should be hoping that somewhow it works and generates enough revenue that it can be seen as an alternate to the traditional SVOD route.