Amazon ties up with Dharma Productions for digital streaming rights

TIL Desk Bollywood/ E-commerce platform Amazon and Dharma Productions on Monday announced a long-term agreement that will make the catalogue of existing as well as upcoming Bollywood movies from the Karan Johar-led banner available on subscription-based streaming service Prime Video India.

The digital premiere for upcoming Dharma Productions’ releases on Prime Video will include keenly awaited films like Ae Dil Hai Mushkil starring Aishwarya Rai Bachchan, Ranbir Kapoor and Anushka Sharma, Ok Jaanu starring Aditya Roy Kapoor and Shraddha Kapoor and “Badrinath Ki Dulhania”, starring Varun Dhawan and Alia Bhatt.

With this deal, existing Prime members will have access to unlimited streaming of this popular content as a part of their prime membership. “We are excited to have Dharma Productions’s library and future slate of titles for the upcoming launch of Prime Video,” Nitesh Kripalani, Director and Country Head, Amazon Video India, said in a statement.

“We know our Prime members are going to love the broad selection of films and stories – everything from soulful romance to heartfelt and funny family stories – that Dharma does so well,” added Kripalani. Apoorva Mehta, CEO, Dharma Productions, says that they “have kept a close eye on the explosion of digital media, and the increased consumption trends of Bollywood content on Video-On-Demand and OTT Platforms”.