Ranbir Kapoor's film 'Ramayana: Rise of a Legend' will be available on JioHotstar via a pay-per-view (PPV) model following its theatrical run, confirming a strategic shift in OTT distribution models for big-ticket Indian cinema.
Pay-Per-View (PPV)
Release Model
⏳ Time Machine
How today’s news fits into the bigger picture
2020
Direct-to-OTT surge
During the pandemic, many high-profile films made the switch to direct-to-streaming releases, typically bundled into existing subscription libraries.
2021
International PPV rise
Global studios introduced 'Premier Access' models, charging extra for premium cinematic releases, a strategy now being adapted for the Indian market.
Last year
OTT profitability crisis
Most major Indian streaming platforms reported continued high content-acquisition costs, sparking a industry-wide search for more profitable, transaction-based revenue streams.
Today
Ranbir Kapoor’s 'Ramayana' confirmed for JioHotstar pay-per-view digital debut.
What happens next?
If the model is successful, expect more major blockbusters to adopt the PPV window before full subscription release.
A major shift in Indian digital cinema distribution is underway. The upcoming big-budget production 'Ramayana: Rise of a Legend', starring Ranbir Kapoor, will debut on JioHotstar using a pay-per-view (PPV) model after its theatrical release. This strategy, confirmed by leadership including Nita Ambani and Namit Malhotra, allows audiences to purchase access to the film individually rather than relying on a flat monthly subscription. This move reflects a broader industry trend where production houses and platforms are experimenting with revenue models to maximize returns on high-cost cinematic projects. By tapping into the pay-per-view model, platforms hope to capture revenue from non-subscribers who want to watch blockbuster titles without signing up for long-term memberships, potentially creating a lucrative secondary window for cinema after the initial theatre run.
💭 If you're wondering…
It means you pay a single, one-time fee to access a specific movie or event, rather than paying a recurring monthly fee for access to a whole library.
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