Reliance Home Video has released the movie online on youtube.com/dabanggthefilm and will be available starting today (27 January) for free viewing to audiences in India. Short clips from the movie, popular scenes and songs have also been uploaded on the YouTube channel. The channel will be only available to users in India and will be IP blocked in other markets of the world.
Produced by Arbaaz Khan Productions and directed by Abhinav Kashyap, this ultimate entertainer that has already set a new benchmark in Bollywood, Dabangg will be the first Indian blockbuster movie to be released on YouTube in India on advertisement supported model. Prior to this Studio 18’s Striker was released on YouTube in selective markets.
Reliance Home Video COO Sweta Agnihotri said, "The way consumers view content today is morphing and to keep pace with their expectations we are chaning our business models too. While we are dominant players in the Home Video segment, we realize that the Internet is the new TV for the ever connected youth today. Our vision is to make our content available to Indian consumers across any screen, any where and at any time of their choice. As a part of our digital foray, getting a Blockbuster hit like Dabangg to YouTube viewers in India is a big step for us, in terms of experimenting with this novel distribution method. We look forward to a strong and ongoing partnership with YouTube, India."
Google director content partnerships (Japan–Asia Pacific) Gautam Anand added, "We are very excited to partner with Reliance Home Video to bring the mega blockbuster Dabangg on YouTube for free viewing in India. We have made tremendous progress in bringing long form premium content to our users in India from catch up TV to live streaming of mega sports event and now introducing mega blockbuster movies from Bollywood. This initiative marks a major shift in the way movies have been traditionally distributed and opens up a new business opportunity for movie producers and distributors alike."
Hindustan Unilever will be the exclusive sponsor for the movie on YouTube India.