NEW DELHI: Tamil film Mahan directed by Karthik Subbaraj starring Vikram and Dhruv Vikram will stream direct to Amazon Prime Video on February 10. It will also be available in Telugu, Malayalam and Kannada.
While a few films made their direct debuts on digital platforms during the pandemic-induced shutdowns when cinemas remained closed for the past two years, big-ticket theatrical releases began this Diwali with Akshay Kumar’s Sooryavanshi and of Rajinikanth Annaatthe. Hollywood offer Spider-Man: No Coming Home also rings the cash registers.
Last year, Netflix created Kartik Aaryan’s DhamakaTaapsee Pannu’s Haseen Dilruba and Parineeti Chopra-starring The girl on the train. Amazon Prime Video had Farhan Akhtar Tofan and Dharma Productions’ Shershaah streaming recently. ZEE5 brought sports drama from Pannu Rashmi Rocket and Abhishek Bachchan’s mystery thriller Bob Biswas while Disney + Hotstar who had already created titles like hungama 2 and Bhuj: the pride of Indiain streaming Arangi Re, with Dhanush, Sara Ali Khan and Akshay Kumar for Christmas. The film was directed by Aanand L. Rai.
The year 2021 has seen OTT (over-the-top) streaming platforms see films in all four South Indian languages, including their dubbed versions, burst, accounting for up to 10% of viewing minutes global. Additionally, states such as Maharashtra, Uttar Pradesh and NCR Delhi (National Capital Region) account for 75% of dubbed movie viewership. Malayalam film Minnal Murali is one of the top ten non-English films on Netflix for the last week of December, with 5.9 million hours watched while titles like Jai Bhim, Sarpatta Parambarai and Soorarai Pottru are some of Amazon Prime Video’s greatest hits. Media pundits say that the acquisition prices of southern films, which were much lower than those of Hindi films at the start, will only increase in 2022, as they perform better than many niche multiplex Hindi films and, as previously premium platforms seek to go mainstream. Even small Malayalam films can now charge up to Rs. 20-30 crore, as much as a medium sized Hindi film.
Never miss a story! Stay connected and informed with Mint. Download our app now!!