MUMBAI: In a first of its kind move, Big Home Video, the home video arm of Reliance, is releasing Salman Khan starrer Dabangg on the online video site - YouTube.
Produced by Arbaaz Khan’s Productions and directed by Abhinav Kashyap, Dabangg will be the first Indian blockbuster movie to be released on YouTube in India on advertisement supported model.
Hindustan Unilever will be the exclusive sponsor for the movie on YouTube India.
HUL Media Services GM Srikanth Srinivasamadhavan said, “It is an exciting phase where Hindustan Unilever is looking at leveraging digital platforms and this is in line with our ambition to reach consumers through new platforms.”
Starting today, the full movie will be showcased on youtube.com/dabanggthefilm for free viewing to audiences in India. Users will also be able to enjoy short clips from the movie like popular scenes, songs and other footage from the making of the movie.
Big Home Video COO Sweta Agnihotri said, “The way consumers view content today is morphing and to keep pace with their expectations we are changing our business models too.”
“As a part of our digital foray, getting a blockbuster hit like Dabangg to YouTube viewers in India is a big step for us, in terms of experimenting with this novel distribution method. We look forward to a strong and ongoing partnership with YouTube India,” Agnihotri added.
However, the channel will be only available to users in India and will be IP blocked in other markets of the world.
Google Director Content Partnerships (Japan–Asia Pacific) Gautam Anand said, “We are excited to partner with Big Pictures to bring the mega blockbuster Dabangg on YouTube for free viewing in India. We have made tremendous progress in bringing long form premium content to our users in India from catch up TV to live streaming of mega sports event and now introducing mega blockbuster movies from Bollywood.
“This initiative marks a major shift in the way movies have been traditionally distributed and opens up a new business opportunity for movie producers and distributors alike.”
