Netflix has built a strong reputation for acquiring the Hindi versions of major Pan-India films, helping the platform cater to both domestic and international markets.
This strategy has been highly successful in ensuring that blockbuster films reach a wider audience. However, in a surprising move, Netflix passed on Marco- a decision that could cost them significantly.
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Directed by Haneef Adeni and headlined by Unni Mukundan, Marco has set a new benchmark for gore and intensity in Indian cinema.
Despite its extreme violence, the film has become a massive blockbuster, making history as the first A-rated Malayalam film to cross the ₹100 crore mark.
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Given its success, SonyLIV acquired the post-theatrical streaming rights for a record-breaking sum, making it the highest OTT deal in Mollywood’s history.
While Marco’s South Indian language versions have been secured by SonyLIV, the Hindi version has gone to Prime Video.
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Netflix has previously secured Hindi rights for films like KGF, Pushpa, and RRR, strengthening its dominance in the regional-to-mainstream crossover market.
However, by missing out on Marco’s Hindi version, Netflix has allowed its competitors to capitalize on a potential blockbuster.
By acquiring the post-theatrical rights for Marco, SonyLIV is expanding its reach in the Southern states, while Prime Video’s acquisition of the Hindi version positions it as a strong competitor.
With Marco being highly anticipated, its presence on Prime Video could see an increase in subscriptions and engagement as well.
Hence, this win for Prime Video might be a significant loss for Netflix.
