Amazon Prime Video gears up for festive season, picks up 9 more films for direct release including Varun Dhawan's 'Coolie No 1'

The announcement follows the success of the previously released global premieres.

Agencies
The films will release on the OTT services starting October 15th and every festival till Christmas will have one new film release.
After premiering 10 films over the last six months directly on its video streaming platform, Amazon Prime Video has now picked up nine more unreleased films, including much awaited ‘Coolie No. 1’ and ‘Maara’ and ‘Soorarai Pottru’. The new slate comprises titles spanning five Indian languages including Hindi, Tamil, Telugu, Kannada and Malayalam.

The films will release on the OTT services starting October 15th and every festival till Christmas will have one new film release.

The announcement follows the success of the previously released global premieres, the company said.


“When we first released the films directly on Prime Video, we talked about how we are taking the films worldwide, outside the typical release market. The films we have released have been watched in 180 countries within the first few weeks,” said Gaurav Gandhi, director and country general manager, Amazon Prime Video India. “Even within India, our customers from over 4,000 cities and towns have watched these films.”

Apart from Varun Dhawan and Sara Ali Khan starrer ‘Coolie No.1’ the slate also include Rajkumar Rao starrer ‘Chhalaang’, Bhoomi Pednekar’s ‘Durgavati’, Anand Devarakonda starrer ‘Middle Class Melodies’ (Telugu), R Madhavan starrer ‘Maara’ (Tamil), ‘Bheema Sena Nala Maharaja’ (Kannada) featuring Aravinnd Iyer, ‘Halal Love Story’ (Malayalam) and Suriya starrer ‘Soorarai Pottru’ (Tamil).

Amazon has picked up the films at a time when the central government has given its permission to reopen cinemas from October 15th and theatres’ owners are gearing up to resume operations as soon as states allow.
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“We have been working with some of the biggest producers,” said Vijay Subramaniam, Director and Head, Content, Amazon Prime Video, when asked if reopening of theatres will impact release on OTT. He added that the success of the first round of films has given a big confidence to everyone.

“It’s hard for anyone to know the customer sentiment at this time and there are uncertainties on how the footfalls will be. They see how we handle promoting films. We don’t just have great content but we also market it innovatively, which is why regional language films have received more than 50% viewership from customers outside the home states,” added Subramaniam.

Amazon said customers from Lucknow, Kolkata, Pune and beyond streamed previous regional titles like ‘Penguin’, ‘Ponmagal Vandhal’, ‘Law’, ‘French Biriyani’, ‘Sufiyum Sujatayum’, ‘CU Soon V’ and ‘Nishabdham’.

Gandhi added that Hindi titles ‘Gulabo Sitabo’ and ‘Shakuntala Devi’ emerged as the two most watched movies since the launch of Prime Video in India and were also the most watched Hindi movies on Prime Video, globally.
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“Gripping content transcends geographical boundaries. The audience is always on the look-out for great entertainment, and good content will always find an audience… This further reinforces our commitment to offering our customers a selection of riveting movies, cinematically produced, across a wide range of genres and languages,” added Subramaniam.

‘Halal Love Story’ is scheduled to premiere on October 15th, followed by ‘Bheema Sena Nalamaharaja’ on October 29th, ‘Soorarai Pottru’ on October 30th, ‘Chhalaang’ on November 13th, ‘Manne Number 13’ on November 19th, ‘Middle Class Melodies’ on November 20th, ‘Durgavati’ on December 11, ‘Maara’ on December 17 and ‘Coolie No. 1’ on December 25th.
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