As the world’s fastest growing streaming market, India has become a key battleground for the major online players as they try to carve out loyal subscriber bases.
The deep-pocketed Amazon has recognized that opportunity. 2020 may have generally been a year of consolidation and commiseration for the entertainment business, but the lockdown represented a chance for streamers to make an aggressive play for audiences, and in India Amazon opted to pursue marque films that were poised to become big theatrical box office titles but had their release plans scuppered by the pandemic.
The original strategy is big-picture, encompassing seasoned directors and launching new talents across a variety of genres. “Our strategy is always customer backwards – what hasn’t been addressed? Which gaps exist? How can we give customers what they want to watch?” Adds Purohit.“We want to tell authentic stories that are truly entrenched in our soil,” the exec continues. “We wanted to tell hyper-local stories, we believe the more local you are the more global you are.
Gandhi and Purohit assert that, while the streamer will continue pursuing expansion, the two mediums can co-exist effectively in India. Once venues do re-open, the acquisitions strategy will be to look for deals where films can receive a theatrical window of four to eight weeks prior to debuting online. At present, Amazon has managed to strike such deals with the likes of Salman Khan Ventures, Yash Raj films, and Dharma.
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