After releasing South films on pay per view on its rental store, Prime Video has now done what every film buff feared. Much to the disappointment of Hindi film buffs, Prime Video has now released a much-awaited, keenly anticipated, buzzy Hindi film on pay per view on its rental store!
The film in question is Ajay Devgn‘s much-talked-about ‘Runway 34’. Yes, the film is now streaming on Prime Video, but is only available to watch as pay per view, at a cost of ₹199. Runway 34 released in theatres on April 29, but was pushed aside in the KGF Chapter 2 storm. Though it received good reviews and strong word of mouth, Runway 34 failed to set the box office on fire.
Most people were waiting for Runway 34 to release on OTT, to watch it from the comfort of their homes. Ideally, going by the 4-week theatrical window of recent times, Runway 34 would have released on subscription-based OTT by May 27.
But the situation in recent times is far from ideal. Prime Video is determined to milk its investments in the streaming rights of Indian films to every rupee it can. With streaming services struggling to earn much-needed revenue from the Indian OTT space, they have to leverage every asset they have.
Of course, Prime Video subscribers will not be too happy with this development. But the platform is undeterred and unmoved by all the criticism directed its way regarding its new strategy of releasing buzzy, highly anticipated films on pay per view.
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