Amazon has bagged deal from Lyca Productions of exclusive streaming rights for the digital premiere of Rajnikanth and Akshay Kumar starrer 2.0. As part of the deal, Amazon Prime Video will stream Tamil, Telugu and Hindi versions of movie, shortly after the theatrical release of the movie. The movie- 2.0 is the sequel to the 2010 film Endhiran (Robot).

It is unclear that after how many days 2.0 will be up on Amazon Prime Video, but MediaNama had earlier pointed out that Amazon has narrowed down its release window (usually 90-day window between movie’s theater run and Prime streaming) in India. The film Hindi Medium, for instance, came out on Amazon merely a month after it hit theaters. And so did A Death In The Gunj. But those films are independent.

To battle players such as Netflix globally and Hotstar in India, Amazon is focusing on expanding its Premium catalogue. Amazon Prime Video launched on 14 December 2016 across 200 countries, including India. Since its launch in the country, Amazon Prime Video has bagged major Indian movies tie ups including Salman Khan.

Besides, Amazon has put an end to its offer price of Rs 499 for annual subscription of Amazon Prime  in India, and now it is offering the subscription at Rs 999. The company has around 2 million subscriber base in India.

Globally, in its earnings call for the quarter ended September 30, 2017 (Q3 2017), Amazon Inc said Amazon is going to continue investing in video (i.e., original content), and further increase investments in 2018. “And why are we going to do that? It’s because the video business is having great results with our most important customer base, which is our Prime customers. It continues to drive better conversion of free trials, higher membership renewal rates for existing subscribers and higher overall engagement. We’re seeing the engagement go up year-after-year in video and also music and a lot of the other Prime benefits. We also know Prime members who watch video also spend more on Amazon,” explained Amazon’s CFO Brian Olsavsky.