KGF: Chapter 2 among top rented movies on Amazon Prime Videos’ early access scheme

When Amazon Prime Video, the digital partner of KGF: Chapter 2, released the film albeit on pay-per-view basis under its new movie rental scheme, whereby it would be available to members and non-members on payment of Rs 199, and to be viewed within 48 hours of starting, there was furore. Subscribers of the platform, primarily those who had taken annual membership at Rs 1,499 were incensed that they’d have to pay extra to watch the film, whereas non-members could do so without paying subscription charges.

“So, Amazon prime video which has acquired OTT rights for KGF2 is streaming the content for 199 rupees only for rental 48 hrs and not exclusive for the customers who already have prime membership. Thanks. Well, OTT will thrive nicely in India, if you have these funny strategies!!!” wrote an aggrieved customer. Another suggested that if rentals are the way ahead, the platform should do away with subscription plans and make all content available on pay-per-view basis.

According to the reports, Transactional Video-On-Demand (TVOD) scheme on the platform was to reach a wider audience, as there was a large section of the global audience that did not have access to movie halls playing KGF2. The makers saw the potential of TVOD, with SVOD (subscription video on demand) to be available 3-4 weeks later, once contractual obligations are met.

Despite the protests from subscribers, the gamble seems to have paid off for the streaming platform, as KGF: Chapter 2 was among the top rented movies in four out of the five languages it was released in. The film, which was made available on pay-per-view on May 16, was believed to then come to SVOD on May 27, but that did not happen and there has been no official announcement from the streamer about when it will be. Runway 34, which also joined the rental brigade on May 27, has a definitive SVOD date. Even then, Runway 34 is currently the number 1 rented movie on the platform.

Directed by Prashant Neel, KGF: Chapter 2, starrring Yash, Srinidhi Shetty, Raveena Tandon, Sanjay Dutt, Prakash Raj, among others, released in theatres on April 24. It is still in theatres and has amassed over Rs 1,200 crore in global box office collections.