Entertainment <\/p>\n
\n\tDespite the streaming revolution reshaping entertainment consumption worldwide, Prime Video<\/a>\u2018s top international executives remain steadfast believers in the enduring power of theatrical exhibition.<\/p>\n \n\t\u201cWe understand that people are selective about what they choose to watch in the theatre, but we think that the opportunity to bring audiences together and have a theatrical experience is still pretty magical,\u201d said Kelly Day<\/a>, head of international and VP at Prime Video, during a fireside chat at AVIA\u2019s Future of Video India conference. \u201cWe believe in the theatrical window.\u201d<\/p>\n \n\tDay\u2019s remarks came during her appearance alongside Gaurav Gandhi<\/a>, VP for Asia Pacific and MENA at Prime Video, at the inaugural World Audio Visual & Entertainment Summit (WAVES<\/a>) in Mumbai. They are in sharp contrast to Netflix co-chief executive Ted Sarandos, who said, also at the WAVES conference<\/a>: \u201cI assure you that nobody, except for distributors, are talking about windows.\u201d <\/p>\n \n\tThe executive revealed plans for theatrical distribution while explaining Prime Video\u2019s dual-track strategy that bridges traditional cinema and streaming. \u201cWe\u2019re going to continue to experiment to make sure that we not only maximize the opportunity around the films, but also make sure that we can deliver them to customers wherever they want to watch them. Our ambition is to produce around 14\u201315 titles a year for global theatrical distribution,\u201d Day said.<\/p>\n \n\tThis balancing act reflects Prime Video\u2019s broader strategy of becoming a comprehensive entertainment destination. \u201cWe think that it is unique. It starts with how we want to be the first place that people think of when they want to watch something,\u201d Day explained, acknowledging that as a streaming service, they \u201ccan\u2019t necessarily produce everything that hundreds of millions of customers all over the world might be in the mood to watch.\u201d<\/p>\n \n\tGandhi highlighted the service\u2019s expansive entertainment hub proposition in India, which now includes \u201c25+ partners already,\u201d part of a growing network that includes \u201chundreds of add-on subscription partners\u201d globally, with markets like Japan featuring \u201c70+ partners.\u201d<\/p>\n \n\tThe executives pointed to innovation in India\u2019s rental market, with Gandhi noting, \u201cWe are doing category creation for TVOD in India. We have 7000+ titles on the rental service, and we see around 60% of those rented every month. We see rentals coming from 95% of India\u2019s pin codes.\u201d<\/p>\n \n\tDay positioned Prime Video\u2019s global footprint as \u201crelatively unique,\u201d operating in \u201ca little over 200 countries and territories\u201d with \u201cjust over 200 million Prime customers globally.\u201d The service functions differently across regions, with Prime Video bundled with shipping benefits, music, and games in approximately 25 countries, while operating as a standalone streaming service elsewhere.<\/p>\n \n\tIndia\u2019s significance to the streaming giant was repeatedly emphasized, with Gandhi declaring it \u201ca super important locale for Prime Video\u201d that \u201ccontinues to be a big growth engine\u201d for both acquiring new customers and engaging existing Prime members.<\/p>\n \n\tBeyond its consumer importance, Gandhi highlighted India\u2019s role as \u201ca big content hub,\u201d boasting \u201cone of the largest slates of original content outside of the U.S.\u201d This content enjoys international appeal, with \u201cabout 25% of our viewing actually comes from outside the country.\u201d<\/p>\n \n\tIndia also serves as \u201ca big innovation hub\u201d for Prime Video\u2019s product development, Gandhi said, pioneering offerings like the mobile edition plan and multiple Prime membership tiers including Prime and Prime Lite. These innovations allow the service to segment customers based on needs before expanding successful concepts to other markets.<\/p>\n \n\tGandhi concluded by highlighting Prime Video\u2019s programming strategy across India\u2019s linguistic diversity: \u201cWe program here in 10 languages. As a streaming service you want to segment your offerings and you want to offer customer the language of their choice, but you also want customers to experiment with other languages. That playbook is so unique for India that we are learning from India and following it wherever we have multiple languages.\u201d<\/p>\n<\/div>\n\n\t\t\tPopular on Variety\t\t<\/h3>\n<\/p><\/div>\n