iWorld
Prime Video reels in Maddock Films with blockbuster eight-film deal
MUMBAI: When it comes to streaming, Prime Video clearly isn’t afraid of commitment. The platform has just inked a multi-year global licensing deal with Maddock Films, securing exclusive streaming rights to eight upcoming films that will drop on Prime shortly after their theatrical run. The pact makes Prime Video the one-stop home for Maddock’s celebrated horror-comedy universe, including the upcoming Thama and two yet-to-be-titled instalments slated to roll out between 2025 and 2027. The deal follows the monster success of Stree 2, which didn’t just scare up big numbers at the box office but also streamed to blockbuster status on Prime, amassing a global fandom well beyond India.
The eight-film slate packs serious star power. Topping the line-up is Param Sundari, headlined by Sidharth Malhotra and Janhvi Kapoor, premiering in cinemas on 29 August 2025 before making its digital debut on Prime. Franchise fever continues with Shiddat 2 and Badlapur 2, both extending Maddock’s well-loved cinematic worlds. Also in the mix is Ikkis, directed by Sriram Raghavan and starring Agastya Nanda, along with other unannounced titles.
The partnership is not new Maddock and Prime Video have a track record of shared hits, from theatrical-to-digital blockbusters like Stree, Teri Baaton Mein Aisa Uljha Jiya, and Stree 2, to the co-produced Bhool Chuk Maaf, and the Prime Original Jee Karda.
“From our horror-comedy universe to our most beloved franchises, our endeavour has always been to create worlds that audiences love to revisit,” said Maddock Films CEO & founder Dinesh Vijan adding that the deal marks a natural extension of their shared goal to take Indian stories global.
Prime Video India director and head of content licensing Manish Menghani echoed the sentiment: “This multi-film slate not only builds on Maddock’s popular franchises but also delivers fresh storytelling that travels across geographies.”
With streaming rights locked across 240 plus countries and territories, Prime Video is betting big on Maddock’s mix of chills, thrills, and sequels ensuring its members can binge the blockbusters long after the popcorn’s gone cold.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
