Amazon Prime Video India seems to be making a bold move one that could blur the already thinning line between streaming platforms and traditional cinema.
Something that OTT platforms are doing lately.
The platform, which has largely been synonymous with home viewing, is now venturing deeper into the theatrical space by planning theatre-first releases for its original films.
Earlier this year, two of its “original” titles, Superboys of Malegaon and Nishaanchi were released in theatres before landing on Prime Video.
And the experiment seems to have paid off.
Superboys of Malegaon didn’t just find an audience in India but also travelled to global film festivals like Toronto and London. Encouraged by this response, Prime Video is reportedly planning at least 3–4 more theatrical-first releases next year, including, interestingly, a film adaptation of Mirzapur.
Nikhil Madhok, Head of Original Content at Amazon Prime Video India, explains that the decision begins “at the scripting stage.”
Some stories, he says, are meant to be community experiences, the kind that thrive on audience laughter and gasps in a dark hall. Others are better suited to personal screens.
While this move might sound like an expansion of creative horizons, it also signals something more strategic, a calculated attempt to capture both worlds.
The streaming market in India is oversaturated, with every major player chasing the same subscribers. A theatrical window, then, isn’t just about creative experimentation, it’s a branding exercise, a way to remind audiences that Prime Video originals can stand shoulder to shoulder with mainstream cinema.
Now, we only have one question left. Will this box office experiment be a successful one?
The answer might be simpler that we think. With Prime Video’s brand value, it should be written in golden letters.