The Netflix logo is shown in this illustration photograph in Encinitas, California
Following Amazon’s announcement of its Indian content slate, American peer and global competitor Netflix announced a deal with Red Chillies Entertainment (RCE). Under it, new films starring Shah Rukh Khan will be exclusively available on the Netflix platform globally.
The agreement between Netflix and RCE, the film production house headed by Khan, will also give Netflix members in India and round the world an exclusive video-on-demand access to dozens of RCE films, as well as new ones to hit Indian theatres within the next three years.
“Shah Rukh Khan is the most sought actor in Indian films and has played a huge role in bringing Indian cinema to the world stage,” said Ted Sarandos, chief content officer, Netflix. “His monicker of ‘King Khan’ speaks to his status as a cultural icon and the incredible popularity of his films among audiences worldwide.”
“Red Chillies is surging ahead in global entertainment and for the first time, our great stories are going global on Netflix all at once and crossing all geographical barriers, waiting to be discovered over the world. No more waiting for our fans, wherever they are,” said Shah Rukh Khan.
The first title that will come on Netflix is Om Shanti Om.
India is fast becoming a battleground between Amazon Prime video and Netflix as both entered the market this year. While Netflix has been around for 11 months now, Prime Video launched its services on December 14, after a year of preparation.
Amazon has deals with Vishesh Films, Dharma Productions, Yash Raj Films and Excel Entertainment while Netflix has signed a co-production deal with Phantom Films. The agreement with Red Chilies is the first long-term output deal Netflix has signed in India.