Netflix inks exclusive deal with the 'King of Bollywood'

One brings two. Two ought to bring more.

Just a day after the launch of Amazon Prime’s video-streaming service in India, where it announced extensive local content partnerships, its global counterpart Netflix has announced a long-term content deal with Bollywood superstar Shah Rukh Khan’s production house Red Chillies Entertainment.

“Netflix is the new home of King Khan” — said an official statement released by the on-demand video service. All existing Red Chillies’ titles as well as Khan’s films that will hit theatres in the next three years would be exclusively accessible to Netflix’s global subscriber base of 86 million.

Netflix competitor, Amazon, had brokered a similar content deal with Vishesh Films, a Mumbai-based film production house, three months ago. The digital rights of 53 titles from the VF library are now with Amazon Prime. There are nine other Amazon Originals productions in association with Bollywood’s top production houses in the pipeline as well.

The game, then, between the world’s two most popular online video streaming services is being played on the content field, here, in India – one of the largest markets for entertainment content in the world.

Netflix, too, had signed a deal with leading stand-up comedian Vir Das for an original comedy series. And it had also partnered with production house Phantom Films (which, incidentally, is also aboard Amazon Prime) to create a local web-series based on an acclaimed Indian novel.

Meanwhile, the first Red Chillies title to be made available on Netflix is SRK’s recent theatrical release ‘Dear Zindagi’ that was received warmly by audiences. Other titles include box-office hits like 'Happy New Year’ and ‘Om Shanti Om’.

“Shah Rukh Khan is the most sought-after actor in the Indian film industry, and has played a huge role in bringing Indian cinema to the world stage,” said Netflix chief Content Officer Ted Sarandos, in the official statement.

Superstar Khan acknowledged the association in a tweet.

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