One of the biggest hits of the year, Kalki 2898 AD, has almost finished its theatrical run. As it completed eight weeks in cinemas, it got a release on OTT. Interestingly, it is available on two streaming giants – Amazon Prime Video and Netflix. While the Hindi version is available on Netflix, the original Telugu and the dubbed Tamil, Kannada and Malayalam versions are streaming on Amazon Prime Video.
EXPLAINED: Why the Prabhas starrer Kalki 2898 AD and other Pan-India films are available on different streaming giants
This trend of one film being available on two platforms in different languages is not a new phenomenon. Prabhas’ earlier films like Radhe Shyam (2022) and Adipurush (2023) have also dropped in Hindi version on Netflix and South languages on Amazon Prime Video. RRR (2022), meanwhile, is found on three OTT apps. The Hindi version is on Netflix while the Telugu, Malayalam and Kannada versions can be watched on Disney+ Hotstar. The Tamil version is available on both Disney+ Hotstar as well as Zee5.
Hombale Films released the two parts of KGF on Amazon Prime in all languages. But for Kantara (2022), they decided to release the Hindi version on Netflix while the rest on Prime. For their 2023 action film Salaar, they opted for Disney+ Hotstar to release the Hindi version. The South versions and also the dubbed English versions got a release on Netflix.
There are many such examples and this trend will continue in the near future as well. An industry expert said, “A producer wants to maximize his profit and hence when he realizes that selling rights to two platforms can mean more revenue, he’ll obviously opt for it. It’s usually the Hindi version that gets a separate release on a different OTT giant. The platforms prefer to buy South versions together for a certain price while the Hindi version might be seen as a standalone film and can fetch a decent price due to the latter’s reach.”
As per reports, the OTT rights of Kalki 2898 AD’s Telugu, Tamil, Malayalam and Kannada versions were sold for Rs. 200 crores. But the Hindi version alone fetched Rs. 175 crores. Even if these numbers are far-fetched, it give us an understanding of how high the Hindi version’s OTT rights can be when compared to the South versions.
In conclusion, the trend of distributing different language versions of a film across multiple OTT platforms is not just a strategic move but a reflection of the evolving dynamics in the Indian film industry. With the rising demand for regional content and the distinct market value of Hindi films, producers are capitalizing on this opportunity to maximize profits. As digital streaming continues to expand its reach, this approach allows filmmakers to cater to diverse audiences while ensuring substantial financial returns. It’s a clear indication that the industry is adapting to new consumer behaviours, where language-specific preferences play a pivotal role in determining the success of a film in the OTT space.
Also Read: Prabhas starrer Kalki 2898 AD to stream on both Amazon Prime Video and Netflix from August 22
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