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Bollywood breaks a YouTube first

Submitted by Stash Luczkiw on February 11, 2010 – 10:11 am12 Comments

In what’s being a hailed a cinematic “first,” a new feature-length film is premiering on YouTube. Which Hollywood exec had the bright idea? None. This is pure Bollywood.

The new film Striker premiered earlier this month, simultaneously in cinemas across India and on YouTube throughout the rest of the world.

Striker’s director, Chandan Arora, told the Hindustan Times: “It’s great for a project high on content, but low on star value. In such a scenario, one does not get optimal distribution in overseas markets. This will help curb piracy and reach a wider audience.”

Stealing a page from Netflix and Lovefilm, Google is charging viewers in some territories. The film can be seen for free throughout the world, except in India (where it will be kept off the internet entirely) and in the U.S., where it will cost $4.99 on Google’s recently launched YouTube rentals business.

It’s unlikely movie rentals will help Google begin to recoup operating costs at the famously loss-making YouTube. But for a film producer looking for exposure in hard-to-crack overseas markets, it’s a no-brainer. In the U.S. alone, YouTube has an estimated 135 million viewers. No wonder it’s so sought after by advertisers and, now, film makers. Well, at least Bollywood film makers.

Meantime, pass the chutney. Bahut achcha.

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