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Release Models Will ‘Remain Disrupted and Irreversible,’ Says Amazon India Chief, as ‘Shershaah’ Breaks Viewing Records (EXCLUSIVE)

Release Models Will ‘Remain Disrupted and Irreversible,’ Says Amazon India Chief, as ‘Shershaah’ Breaks Viewing Records (EXCLUSIVE)

India is slowly emerging from the pandemic and cinemas have reopened, but the release model will remain disrupted, says Vijay Subramaniam, director and head, content, at Amazon Prime Video India.

Amazon has just had a massive success with war film “Shershaah,” starring Sidharth Malhotra, Kiara Advani and Shiv Panditt. Written by Sandeep Shrivastava (“Aarya”) and directed by Vishnuvardhan (“Yatchan”), the film is based on the true story of the Indian army’s Captain Vikram Batra who was martyred during the Kargil war of 1999.

Produced by Karan Johar’s Dharma Productions and Shabbir Boxwala, Ajay Shah and Himanshu Gandhi’s Kaash Entertainment, the patriotic film skipped cinemas and streamed directly across Amazon’s 240-territory footprint on Aug. 12, in time for India’s Aug. 15 Independence Day holiday frame.

In India, “in the time from its launch, it’s become the most watched film on our service ever,” Subramaniam told Variety. He said that that…

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