Video-on-demand service Viu turns Bollywood producer with 'High Jack'

The OTT platform from Vuclip and PCCW will co-producer the comic caper with Phantom Film

Video-on-demand service Viu owned by Vuclip and PCCW will be turning producer through its partnership with Phantom Films. In a bid to strengthen its original content portfolio, the platform is all set to take its plunge into Bollywood with its first release High Jack. Viu has teamed up with Phantom films to produce the upcoming movie directed by Akash Khurana slated to hit the cinemas on April 20. 

The move by Viu bucks the trend in the industry. Currently, the movement of content is from theatrical to digital which means film producers are flocking the OTT platforms to get more exhibition avenues and monetisation for their products. Very few OTT platforms are investing original content that travels beyond their platform. 

Globally, platforms like Amazon and Netflix have dabbled with theatrical releases. Amazon produced 2016’s Oscar-winning movie Manchester by the Sea while Netflix released 2017’s sci-fi thriller Bright in cinema halls as well. In India however, OTT platforms have stayed away from entering the world of Bollywood. 

Distributed by Reliance, the film revolves around a bunch of first-time hijackers, trying to hijack a plane and accidentally get high, ploughing into a comedic series of events. The television rights of the film rest with Star India. 

Vishal Maheshwari, country head, Viu India says, “Being a digital content creator, Viu has continuously moved ahead with the diligence of creating path-breaking content and provided an enriched experience to its viewers. With the evolution of OTT platforms and consumers' tastes, quality content rules and that's why collaborating for a film like HIGH JACK is apt for us. Phantom films are known for giving its audiences an exceptional movie-going experience and it gives us great pleasure to partner in with them. The film will definitely enhance the content catalogue on our platform.”

“With an aim to become a franchise of high concept ideas, Viu drives its ecosystem with engaging yet exuberating content. Adding a Bollywood film to the content basket is one such step in the direction of our brand philosophy of create compelling and engaging for the millennials,” adds a Phantom spokesperson.