February 28, 2021

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Amazon Prime Snags Bollywood Premieres As Pandemic Closes Theatres

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Amazon Prime Snags Bollywood Premieres As Pandemic Closes Theatres

Gulabo Sitabo and Shakuntala Devi will stream instantly on Prime. (Picture courtesy: amitabhbachchan)

Highlights

  • The streaming platform launched a press release on Friday
  • “It is an act of checks and balances”: The Director of Prime Video, India
  • Amazon Prime Video competes with Netflix and Disney’s Hotstar in India

Mumbai:

Amazon Prime Video, Amazon’s streaming service, mentioned it would display a number of new Indian movies that have been initially meant for theatrical launch on its platform, beginning later this month. The transfer marks a big shift for the nation’s movie trade, which depends closely on field workplace income, and comes as lockdown measures to gradual the unfold of the coronavirus wreak havoc with movie launches. Seven movies, together with two Bollywood movies starring A-listers equivalent to Amitabh Bachchan and Vidya Balan will stream instantly on Amazon Prime Video, the corporate mentioned in a press release on Friday.

Gulabo Sitabo, a household comedy with Bachchan and Ayushmann Khurrana, which was to launch in April, will now stream instantly on Amazon Prime Video in June, as will Shakuntala Devi, a biopic on the Indian mathematician of the identical identify. India is in the course of a strict lockdown because it battles a rising variety of coronavirus circumstances, leaving about 9,500 theatres shut. Enterprise at multiplexes and single-screen cinemas is unlikely to bounce again for weeks and even months, as an infection fears linger and discretionary spending plunges.

“There shall be a reset in the best way that producers and studios take into consideration their portfolios,” Vijay Subramaniam, Director and Head, Content material, Amazon Prime Video, India advised Reuters in an interview. Mr Subramaniam mentioned Amazon, which competes in India with Netflix and Disney’s Hotstar, didn’t see acquisition prices going up for the streaming platform. “Content material prices are what they’re, and because the mannequin evolves, values will get reset. It is an act of checks and balances,” he mentioned.

Bollywood is big draw for India’s burgeoning on-line audiences, who – pushed by low cost knowledge and smartphones – are spending extra time watching content material on-line than ever earlier than. Streaming platforms like Amazon and Netflix have up to now signed offers with Bollywood studios for digital rights, however mainstream releases have all the time prioritised theatrical revenues first.

(This story has not been edited by NDTV workers and is auto-generated from a syndicated feed.)

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