Updated: Jun 3
Seven films will skip the theatres and release on streaming platform Prime Video, revealed Amazon country head Amit Agarwal in a tweet on Friday. Two of these films have already announced that the digital release -Gulabo Sitabo,starring Amitabh Bachchan and Ayushmann Khurrana, andShakuntalawith Vidya Balan playing math genius Shakuntala Devi. "First day, first show. We're premiering 7 highly anticipated Indian movies of this year on Prime Video," Mr Agarwal said in his tweet. The five other films are - Keerthy Suresh'sPenguin,Ponmagala Vadhal, starring Jyothika and produced by her husband Suriya, Aditi Rao Hydari'sSufiyum Sujathayum, and the Kannada filmsFrench BiryaniandLaw.
Over the last 2 years, Prime Video has become the destination of choice for our customers to watch new releases, across the languages, within weeks of their theatrical release. Now we're taking this one step further, with seven of India's most-anticipated films premiering exclusively on Prime Video, bringing the cinematic experience to their doorstep," Vijay Subramaniam, Director and Head, Content, Amazon Prime Video, India, said in a statement, reported news agency PTI.
The announcement of digital releases have not gone down well with multiplexeslike INOX, which said in a statement, "INOX would like to express extreme displeasure and disappointment on an announcement made by a production house today, to release their movie directly on an OTT platform by skipping the theatrical window run. The decision of the production house to deviate from the globally prevalent content windowing practice is alarming and disconcerting."
PVR Cinemas has also criticised the decision to release films online.