This rental service is a new-age one for Indian OTT users. Through this service, Amazon Prime users can rent a new theatrical release soon after its theatrical debut. The film can be rented for viewing on Prime Video rental store even before it arrives for the traditional OTT streaming.
The Amazon Prime rental service is already available in the USA and the OTT giant has launched the same in India now.
However, there is one major complication with this service in India – piracy. So, mainstream filmmakers might not be too eager to incorporate the rental service, owing to the risk of piracy which could kill the theatrical run.
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