Amidst the ongoing COVID-19 lockout, as multiplexes remain closed, the Amazon Prime Video streaming platform is doing everything it can to revolutionize the way we could watch movies in the future. After Amitabh Bachchan and Ayushmann Khurrana star “Gulabo Sitabo” were recently confirmed for digital release, the OTT platform is now announcing six more highly anticipated Indian films, including “Shakuntala Devi” with Vidya Balan for digital premieres in the next Months.
All of these films are sent directly to Amazon Prime, bypassing the traditional theatrical release.
In five Indian languages, the Direct-to-Home menu contains the Tamil legal drama “Ponmagal Vandhal” with Jyotika, the Keerthy Suresh star “Penguin” (Tamil and Telugu) and “Sufiyum Sujatayum” in addition to the Hindi publications mentioned above. (Malayalam) with Aditi Rao Hydari, “Law” (Kannada) with Ragini Chandran and Siri Prahlad and Danish Sait’s next film “French Biryani” (Kannada).
The films will premiere on the streaming platform in the next three months and will be available in 200 countries and territories worldwide.
“Ponmagal Vandhal” (Tamil) will be released on May 29th. The legal drama is written and directed by JJ Fredrick and produced by Jyotika’s husband, the Tamil superstar Suriya, together with Rajsekar Karpoorasundarapandian. As previously reported by IANS, the Tamil Nadu Theater & Multiplex Owners Association threatened to ban all releases with Suriya or to be produced from its 2D banner films after it decided to release “Pon Magal Vandhal” directly on the website popular OTT platform.
However, this does not seem to deter others. “Penguin” (Tamil and Telugu) will go live on June 19th. The film is written and directed by Eshavar Karthic. The film is produced by Stone Bench Films and Karthik Subbaraj. While “Law” (Kannada) is scheduled for June 26th, “French Biryani” (Kannada) will be released on July 24th.
Shoojit Sircar’s “Gulabo Sitabo” will be released on June 12th.
The release dates of “Shakuntala Devi” and “Sufiyum Sujatayum” are still to be announced.
“We’re going one step further: Seven of India’s most anticipated films will premiere exclusively on Prime Video and bring the cinematic experience to your door,” said Vijay Subramaniam, director and head content at Amazon Prime Video, India.
“The Indian audience has been eagerly awaiting the release of these seven films and we are delighted that we will now be able to premiere these films for our customers – from the safety and comfort of their home and on a screen of their choice enjoy, “said Gaurav Gandhi, director and country general manager of Amazon Prime Video India.
In the meantime, of course, the exhibitors are not satisfied with the unprecedented move by Amazon Prime.
As part of a long press release released on Thursday evening, specifically naming no film or production house, the INOX multiplex chain said: “The production house’s decision to depart from the global content windowing practice is alarming and worrying. Cinemas and content creators have always been partnerships that were mutually beneficial.