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Hungama Digital Media Entertainment, a Mumbai-based mobile and digital entertainment company, today launched its on-demand movies app Hungama Play.
The app, which is already live on Android and will be launched for iOS-enabled devices in a week's time, currently offers a library of over 6,500 movies across 25 genres and 12 languages, including English, Hindi, Bengali, Telugu, Malayalam, Tamil and Punjabi.
"We have entered into global partnerships with production houses like Warner Bros, Disney Studios, Yash Raj Films and T-Series to offer their latest content on our on-demand movie service. The idea is to create a catalog of 10,000 movie titles by the end of this year," Siddhartha Roy, chief executive officer of Hungama.com, told Business Standard.
According to Roy, Hungama Play offers features that allow consumers to watch trailers along with the first 10 minutes of a movie for free before opting to subscribe and play the entire movie. Also, the app's 'Rent' feature allows subscribers to access any purchased movie for over seven days. While the subscription fee to see unlimited movies for 30 days is Rs 249, it is Rs 60 for one Indian movie and Rs 120 for one English film under the pay-per-use model, he added.
Roy said Hungama currently has a monthly active user base of 55 million, positioning it in direct competition with international players like Spotify, Pandora and Apple Music.
"Our target is to have 100 million monthly active users by March 2016. This will form the initial user base for Hungama Play app," he added.
