A couple days ago, Amazon Prime Video finally went live in India to take on Netflix and local competitor Hotstar. Now post-release, Netflix is rubbing its massively successful and unexpected partnership into Amazon’s face. Yes, the video streaming platform is also focusing on the addition (as well as creation) of regional content.
Netflix, the leading TV internet network today announced its partnership with one of the largest production houses in India — Red Chillies Entertainment. The news made a mass buzz for Red Chillies because as we all know, it is headed by none other than King Khan (Shah Rukh Khan).
As per the long-term agreement signed, all new films casting Shah Rukh Khan would be exclusively available on Netflix. This means that the promotion cycle by RCE will boost up as the platform would provide a reach to 86 million members globally. On the other hand, Red Chillies Entertainment will give Netflix members exclusive subscription video-on-demand access to dozens of RCE films both in India and abroad. The video on demand access would also apply for new and upcoming films in next three years.
Talking about the same, Shah Rukh Khan, head for RCE says,
Red Chillies is surging ahead in global entertainment and for the first time, our great stories are going global on Netflix all at once and crossing all geographical barriers,waiting to be discovered over the world. No more waiting for our fans wherever they are.
Dear Zindagi, released on 25th Nov. will be the first title to be coming on Netflix. The film starred Shah Rukh Khan and Alia Bhatt and was directed by Gauri Shinde. Other films that would be available soon are Happy New Year, Dilwale and Om Shanti Om.
Netflix’s Chief Content Officer Ted Sarandos praises King Khan post deal and talks about his impact on Indian audience. He adds,
His monicker “King Khan” speaks to his status as a cultural icon and to the incredible popularity of his films among audiences worldwide.
Netflix has been present in the Indian market for over 11 months and has views of more than 125 million hours of TV shows and movies per day. Whereas its counterpart Amazon Prime video has recently entered the market. Amazon is currently in partnership with Vishesh Films, Dharma Productions, Yash Raj Films, Green Gold, and Excel Entertainment which might prove to be an advantage. Further, the platform released with 560 movies, 200 TV shows with 17 original shows from Indian Creators. It is yet to unveil how Amazon would suffice Netflix’s move.