- Ajay Devgn has decided to release ‘Runway 34’ his dream project on Amazon Prime
- Apparently, due to ill timing of the release, the movie could not gather much traction
- After doing market survey, Devgn found the niche for quality content and accordingly released the movie
Over a period of time, film actors develop a knack of reading the writing on the wall. This makes them efficient in their later years of life. Ajay Devgn is no different. With his ‘Runway 34’ venture, the man has given a business mantra unheard in his domain.
Runway 34 on Amazon Prime
One month after the release, Ajay Devgn’s dream project is going to be launched on the Over-the-top (OTT) platform called Amazon Prime. Viewers can rent the movie for Rs 199 in 4k quality on the streaming platform.
During the official announcement of the release, Devgn said, “Through the service, the film will be available to movie lovers from every corner of the country – who can enjoy streaming the movie at a time and device of their choice. For those who missed watching the movie in the theatre, you can get together with your friends and family for an at-home movie night this Friday! As a special treat for my fans, I am excited to share some previously unreleased footage from the film – I hope you enjoy it”
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The movie is a masterpiece
Runway 34 is a critically acclaimed venture of Ajay Devgn. The film stars Ajay Devgn, Amitabh Bachchan and Rakul Preet Singh with Boman Irani, Angira Dhar and Aakanksha Singh. Its story is centred around the adventure of a pilot whose flight takes an unexpected route in a mysterious direction. The movie has everything in it that an average Hindi movie lover has been vouching for decades.
It does not have an unnecessary romantic angle. While watching the movie you will feel as if Ajay Devgn had hacked your brains and inserted well timed music according to your mood. Runway 34 has its fair share of action sequences as well. The thrill of every scene gets doubled with judicious use of technologies such as VFX, sound and production designs. Unlike other movies of this genre, VFX is added to give only realistic effect and not larger than life impact to the scenes. It took 65 crore out of Devgn’s own pocket to release the movie and Ajay Devgn is very sure about the quality of work he has put in.
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Reason behind releasing on OTT
The movie was released in theatres on 29th April. It started with a bang and earned Rs 13 crore during its first weekend. By May 19th, it had collected Rs 47.65 crore. Though, this is a healthy sum, it was still a miniscule considering the fact that the quality of Devgn’s direction and acting are cut above the rest. Only thing wrong with the movie was the timing of its release. The movie was competing with the well-marketed ones like KGF2, Heropanti2 and Jersey.
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But, rather than cribbing about the issue, Ajay Devgn took matters into his own hands. Till now, Devgn has not been a very big fan of OTT, but it is also a fact that he is more pragmatic than any other star in the industry. He did his market research and found that audiences would be more willing to watch his movie according to their own time and need.
But why Amazon Prime?
Then the natural next step would be to find a platform whose audience likes these types of content. This is where the astuteness of Ajay Devgn comes to fore. Hotstar has the most number of paid subscribers and Netflix is mainly known for movies, but still he went for Amazon Prime. I guess it is because he knew that Amazon Prime is the only platform where his quality could catch the audience. Hotstar having a large number of subscribers does not make any difference, simply because Hotstar serves contents in almost every domain including sports, movies among others. On the other hand, only a tiny percentage of people (wokes) prefer Netflix and Ajay Devgn is miles away from woke content.
Read more: What Ajay Devgn’s “Rudra” means for the OTT industry in India
Ajay witnessed how much hits a quality series like Panchayat could collect on Amazon Prime. He found his base and launched the movie on platform. The investment is going to provide heavy returns. But, more so, it is coming of an age for Ajay Devgn. He started late, but he started with bang.
