iWorld
Amazon Prime to premier T-Series new films
MUMBAI: Amazon’s intent is very clear: amass content, which gives it an unassailable advantage for its OTT service Amazon Prime Video India. With a war chest of $5 billion, it can well afford to. Cricket and movies is what it is focusing on.
Earlier this week, it announced that it had been licensed to stream the entire upcoming Dharma Productions film roster on its Prime Video service. And, adding to its content, catalogue Amazon has announced that it has sealed a deal with leading music label and film studio the Bhushan Kumar-owned T-Series.
Under this, Amazon will be the exclusive subscription streaming home for T-Series’ upcoming 17 film strong slate. On it, feature films like the Anubhav Sinha-directed Tum Bin 2, the Sonakshi Sinha-starrer Noor, Chef, starring Saif Ali Khan, Raabta starring Sushant Singh Rajput and Kriti Sanon, the Hansal Mehta directed, Simran, starring Kangana Ranaut, the Saket Chaudhary directed Hindi Medium, starring Irrfan Khan and Pakistani beauty, Saba Qamar, the Vishal Pandya directed, Wajah Tum Ho, Yaariyan 2, Hate Story 4 and other future big budget features with top-of-the-line actors and top directors like Abhinay Deo and Luv Ranjan.
A release states that the films will be seen first on Prime Video even before the TV premier.
“T-Series is one of the leaders in the Indian entertainment industry. As a result of this partnership, Amazon Prime members will soon enjoy a wide variety of some of the best Bollywood movies in the country, all within a few weeks of their theatrical release,” said Amazon Video India director & country head Nitesh Kripalani. “We are committed to adding value for Prime members and are excited to give them exclusive access to premium entertainment they will love. We will continue to add more content in the coming months.”
Added T-Series chairman & managing director Bhushan Kumar: “T-Series has always strives to be ahead of the curve in the digital content distribution space, and this exclusive alliance for our future under-production films with Amazon is another step in that direction. Subscription services are being well-received by the consumers and hold tremendous potential in India. We hope to see higher traction and growth in this mode of content distribution. This alliance will bring in greater synergies for both, Amazon and T-Series, and we wish great success to Amazon Prime Video.”
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iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
