Eros Now to release its first digital film in association with Anand L Rai
Following this Eros Now to come out with original shows in the month of June and July, and focus on regional content
Eros International’s OTT platform Eros Now, in association with Colour Yellow Productions and filmmaker Aanand L Rai present its first original Film Meri Nimmo to its viewers worldwide on April 27, 2018.
Ridhima Lulla, Group Chief Content Officer, Eros International commented, “The launch of our first direct to digital film, Meri Nimmo furthers our promise of offering very engaging original content ensuring a superior consumer experience. With this movie we embark on a journey of providing filmmakers and viewers across the globe with fantastic programming that might not get a theatrical release and delivers better viewership and engagement on digital.” The movie will be behind paywall.
Eros Now took a different approach with the film’s unveiling starting with the trailer out on Monday, music release on Tuesday leading to the release this Friday. Ali Hussein, COO, Eros Digital, who is excited about releasing the film being a digital-first added, “It’s very different from existing construct of how film is mounted and released. Our core has always been coming up with interesting and unique programming from a content stand point. Meri Nimmo is that product.”
Currently Eros Now is staying ‘agile’ with regards to releasing it in the theatres and will take a call after the release and its uptake. But Hussein pointed out that they are keeping every option open. He said, “We can release it somewhere else….. syndication or television. Anything is possible.”
The marketing exercise will kick off on the day of the launch. Hussein described it as ‘kind-of-a 360 degree’ to market their products. He offered without getting into the details of the medium and time frame, “It's a combination of offline since Eros Now wants people to sample the new product and reach out to them. We have to go beyond the existing means to showcase to the country what the product is. It’s not going to be six to eight week campaign for sure.”
Eros Now has got a fairly extensive digital plan with the production house Colour Yellow and the filmmaker this year.
Going ahead the platform is scheduled to come out with around eight series by June and July and an extensive slate of movies. Hussein is very clear about Eros Now’s content strategy. He shared, “There are three simple buckets: long-format-episodic originals which are our focus area, original films that we will be developing and short films. All of these culminate into creating a brand which consumers can relate with and recognise. It’s about staying true to who we are.”
Regional content is going to be another focus area as the platform will tap into top five or six regional markets. Hussein added that the intention is to map more from an Indian consumer’s consumption stand point. For instance last Friday they showcased Marathi film Zindagi Virat. On May 4 it will come out with a Tamil horror film followed by Gujarati the next week.
The platform has 10,000 titles across 10 languages. Hussain added, “We are working extensively in certain market to be able to improve regional support.”
With all this the COO is confident that it will help them acquire more paid subscribers. “We are looking at how we are able to provide interesting programme to consumers so they come and spend more time with us. We are fighting for their time. We are pretty sure that they will want to pay for the content,” he signed off.
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