Reportedly, the top celebrities of Bollywood are dabbling into film production for
small-budget web originals and staying relevant sans box-office risk, even as giving OTTs fresh, cost-efficient content.
Bollywood’s Greek God, Hrithik Roshan recently announced a content vertical that would back a web original for Amazon Prime Video.
The stars may have largely refrained from acting in web series or OTT (over-the-top) originals, continuing to rely on the charm and scale of theatrical releases. Yet, that hasn’t stopped them from stepping in as producers—backing niche, small-budget streaming shows that serve multiple purposes.
For one, their name blends brand heft, helping market and promote shows at a time when OTT platforms are cautious over greenlighting new content. It also keeps stars in the public eye with big film releases.
Actor Hrithik Roshan, who recently announced a content vertical that will produce a web original for Amazon Prime Video, is the latest in a line of mainstream actors following this path—joining Shah Rukh Khan, Anushka Sharma and Alia Bhatt.
News Edit KV Raman
