Amazon has intensified its expansion strategy in India to keep ahead of rival Flipkart. Amazon Prime Video announced an exclusive content deal with Bollywood actor Salman Khan's company Salman Khan Ventures.
Nitesh Kripalani, director and country head, Amazon Video India, said, “Salman Khan is the biggest star in India with a massive worldwide appeal, having played roles and iconic characters that are loved by audiences across the world. We, at Amazon Prime Video are elated to announce this epic, groundbreaking global deal with Salman. This is another big step to change the way how Indian customers consume entertainment with Salman’s movies coming first to Prime Video customers, before their television broadcast.”
Speaking to The Drum, Nitesh explained how large screen TV is where the most immersed customers are for Amazon Prime Video. As part of the deal, all films from Salman Khan Ventures will premiere exclusively on Amazon Prime Video after the theatrical release.
James Farrell, head of content, Prime Video, Asia Pacific, said, “India is a top priority market for Amazon and we believe that this love India has for films, the passion, the energy and the talent of India needs to be on a worldwide stage for global audiences to see. ”
Salman Khan added, “Amazon Prime Video reaches over 200 countries and territories and I am happy to collaborate with Amazon Prime Video and expand the reach of Indian cinema. Fans of Indian cinema will discover my movies on a new platform and the platform will also help new fans discover our cinema.”
Amazon earlier clinched a deal with Indian director and producer, Kabir Khan for exclusive online rights for his upcoming title 'The Forgotten Army.' Whereas, The Drum recently reported about how Amazon versus Alibaba is finally happening in Southeast Asia: who will prevail?