Box of Surprises

World’s largest video sharing site and the second largest search engine, YouTube, launched its Hindi movie sharing site, YouTube Box Office where movie buffs can watch premium Hindi super hits every month, without having to pay anything. The service was launched with the surprise hit of last year, "Band Baaja Baaraat."

Box Office

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YouTube Box Office allows Indian viewers to watch the new and popular Bollywood movies in full HD (1080p) for free, and all you need is a decent internet connection. YouTube will collaborate with its partners in India on a revenue share basis. Intel will be the exclusive presenting sponsor for the channel.

YouTube hopes the initiative will help draw more viewers for their premium and exclusive content. Apart from the expanding its popularity, the video sharing network also aims to create opportunities for marketers.


IPL helped YouTube generate major revenue

The video giant made inroads in the country with the web telecast of the IPL tournament in 2010. The cricket crazy nation lapped up the dosage in full scoop. This has galvanized the YouTube think tank to foray into the other passion of the country, movies.

A recent screening of the hit movie Dabangg garnered 1.3 million hits on YouTube, highlighting that the platform has hit a golden formula in the country. With the Indian market ripe for the picking, the site wants to gain as much as it can through Indian films.


Super Hit Formula

The service will be ad-supported. With film makers looking to recover maximum cost even before releasing the film through selling the rights, this is just another medium for them to get as much as their product has to offer. This gives brands another opportunity to ride the success train of a film and put their ads during the airing of the film.

As many viewers are cautious about the level of advertising in the ad-sponsored Box-Office, YouTube has assured that the sponsoring companies would get their chance to showcase their YouTube videos and promote contests/campaigns tactically without much interrupting the movies.


Contest and Promotions administered through YouTube Box Office

This not only gives them the chance to link their YouTube channel to the Box Office channel but also insert captions that would run throughout the length of the film, giving enough exposure to the brand, unlike ads on television where only specific time slots are allowed for ads.


Many believe the move is certainly going to stiffen the competition in the online movie streaming business in India. Considering the growth in broadband penetration and improving internet connectivity speed in the country, online video browsing is going to be more fun and lively. It is expected that several more prominent names in the business are going to enter the Indian market in near future. This will create bigger and more engaging platform for brands to advertise through their channels on YouTube and other such platforms.


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