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Hungama to launch movie app Hungama Play in Aug
MUMBAI: Digital entertainment service Hungama is gearing up to launch its movie app called ‘Hungama Play’ by early August.
The on-demand movie app will feature a library of over 6,500 titles across 19 genres and 12 languages along with features like adaptive bitrate streaming, rent and buy options, and more.
The app will be available on iOS and Google Play Stores and will encompass an interactive experience packed with the biggest Bollywood, Hollywood and Indian regional films.
Upon launch, Hungama Play will offer a movie library comprising 6,500+ films across 19 genres and 12 languages. It will present classics like ‘Dilwale Dulhania Le Jayenge’, ‘Maine Pyaar Kiya’, ‘Silsila’, as well as all-time favourite superhero/action flicks like ‘Don 2’, ‘Dabangg’, Marvel’s ‘The Avengers’, ‘American Sniper’ and recent ones like ‘Interstellar’, ‘Horrible Bosses’, ‘Jupiter Ascending’, etc.
With the aim to add a touch of Hungama, the app will soon carry original content keeping in mind its digital audience.
Hungama Digital Media Entertainment MD and CEO Neeraj Roy said, “For over a decade, Hungama has been synonymous with entertainment right from the time of caller tones and WAP entertainment to today with our music streaming service. With Hungama Play, we aim to add a new dimension to entertainment that we provide to our digital consumers. With support from both Indian and international studios, Hungama Play launches with over 6,500 titles across languages. I am sure that consumers will enjoy the experience we have built into Hungama Play and the wide catalogue of movies.”
Speaking about the partnership, Warner Bros Home Entertainment group SVP for international licensee markets Chris Dyde said, “Providing consumers with more choices and improving the movie experience at home is at the heart of Warner Bros’ digital strategy and we’re delighted to be working with Hungama.com to offer viewers across India a fantastic selection of some of the biggest blockbusters from the Warner Bros catalogue.”
The app will integrate game mechanics in the user interface to increase user engagement. With gamification, consumers will earn points upon using the app and can redeem those points for digital goods and more.
It also sports new features and innovations like ‘Adaptive Streaming’ allowing seamless and adaptive streaming over 3G, Wi-Fi, and Edge. Other features include ‘Try and Buy’, ‘Rent’ &/or ‘Subscribe’ and ‘Movie Discover Tool’.
With the ‘Try and Buy’ feature, consumers can watch trailers along with the first 10 minutes of a movie for free before opting to subscribe and play the entire movie. The ‘Rent’ feature allows subscribers to access any purchased movie for seven days. The ‘Subscription’ feature will allow consumers to access almost the entire library and play for more than 30 days.
Welcoming the launch of the app, T-Series’ Bhushan Kumar said, “The target audience of our film industry is changing fast and they are the ones who access various digital platforms. As the platform is growing every day with new technologies and new developments, it is important to walk with this change and give the audience what they need. Hungama Play will enable our films to be available to our audiences with a click. Our reach has widened with the app and will the exciting features will give a delightful experience to the consumers.”
Yash Raj Films VP digital Anand Gurnani said, “A robust digital distribution platform like Hungama Play not only helps our audiences to connect with us, but also enables them to engage with their favourite YRF movies on the go, at their own convenience.”
According to Hungama, with a substantial increase in smartphone usage in India from 1.2 million five years ago to the projected 200 million in 2016, the movies app will take users on a cinematic journey.