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Amazon Sets to Collaborate With Bollywood on New Movie

Amazon Prime Video has announced that it will collaborate with Bollywood to produce its first Hindi-language film starring India’s highest-paid actor Akshay Kumar, thus marking the streaming giant’s foray into film production in India.

Even though there was no mention of a release date, the American tech giant in a statement, revealed that Kumar will be the lead in the action-adventure flick “Ram Setu”, which will be released in cinemas before its streaming debut on Amazon Prime Video.   

The South Asian nation is one of Amazon’s fastest growing Prime Video markets, where founder Jeff Bezos has said it is doing better than anywhere else in the world.

“We are delighted to further take a step into co-producing by collaborating with a film that highlights our Indian heritage,” said Vijay Subramanium, the head of content at Amazon Prime Video India.

“Ram Setu” refers to Adam’s Bridge, a chain of limestone shoals off southeastern India that was built by an army led by the Hindu god-king, Rama, according to Hindu mythology.

Global streaming platforms, including Netflix, Amazon and Disney’s Hotstar, have expanded their presence in the country of 1.3 billion in recent years, including by commissioning local productions featuring Bollywood stars.

Despite its promise, India is also a market in which Amazon recently had to issue a rare public apology for hurting religious sentiment over some scenes in its original TV series, “Tandav”.

That controversy has put Bollywood, Amazon Prime Video and rivals such as Netflix on edge, prompting closer scrutiny of scripts for possible offence to religious sentiment in a key growth market.

While expressing his joy concerning the project, Akshay Kumar said, “I look forward to telling the story of a significant part of Indian heritage, especially for the youths” 

“I am happy that with Amazon Prime Video, the story will cut across geographies and strike a chord with viewers across the world.”

Kumar is the highest-paid Indian actor in the world according to Forbes’ 2020 rankings.

 

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