To target the Indian audience, streaming giants like Netflix and Amazon have been in the tight race of producing and procuring original content. The mass appeal and reach of regional content is comparatively much more and these platforms understand that very well.
While Netflix originals has got a number of both Hindi web series (Sacred Games, Delhi Crimes, She) and films (Bulbbul, Chaman Bahaar, Love Per Square Feet) in its kitty, the story is interestingly different when it comes to Amazon Prime Video (APV).
Amazon has an excellent collection of Hindi series – Breathe, Mirzapur, Paatal Lok, Inside Edge, Made In Heaven and more. Although it drastically lacks behind when it comes to original Hindi films. Until now Amazon Studios has produced only one original Hindi movie Photograph (2019) starring Nawazuddin Siddiqui and Sanya Malhotra.
It’s worth noticing and quite surprising how Amazon has not tried to get into producing more Hindi films of its own as it has done in the English language format (Late Night, The Report, Honey Boy and more). It’s difficult to think that such projects might have not come up for Amazon India given the huge popularity of the platform in the country.
While Amazon has a plethora of Hindi movies on the platform it offers pretty much nothing in the original film category. Moreover, whether there are any future plans on that front or not is unknown. It’s fascinating to see how such a big format continues to being overlooked by Amazon Prime Video for so long.
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