New Delhi: To catch the latest blockbuster, you no longer have to splurge in a multiplex. Just log on to YouTube.
The online video sharing site today launched `YouTube Box Office` where movie buffs can watch a premium blockbuster every month absolutely free of cost on the new channel.
Kick-starting the initiative will be the latest hit `Band Baaja Baaraat`, starring Ranveer Singh and Anushka Sharma.
It will also feature other popular movies which users can watch for free from the YouTube catalogue of movies which include over 1500 titles, including regional language films.
YouTube is now roping in leading film production houses for the purpose.
"We are working with the companies to fulfill business needs, from securing global distribution to marketing films, creating new business models around old content, and engaging with fans," Gautam Anand, Director (Content Partnerships) of YouTube Japan-APAC, told reporters.
So how is YouTube making money by showing movies for free?
"We make the money through advertising and do a revenue share with our partners. We want to create a comprehensive video platform. To do this, we need to make our partners profitable," he said.
This initiative also opens up a new window of opportunities for marketers to utilise the platform and engage the YouTube community.
Anand Gurnani, General Manager (Digital & New Media) of Yash Raj Films, said, "Apart from offering tremendous reach, evolved digital platforms like YouTube also enable the monetisation aspect through advertising revenues in an unobtrusive manner, while offering a great online viewing experience to the users."
Intel has been signed on as the exclusive presenting sponsor for the channel, which will be available to all users in India and will be IP-blocked for users in other countries.
Consumers can also enjoy these movies on their big screen HDTV with Intel Wireless Display (WiDi) feature on the 2nd Generation Intel Core Processor based PCs and bring YouTube to life in HD format on their TVs.
A recent premier of mega hit `Dabangg` on YouTube got a phenomenal response from the users in India with over 1.3 million channel views.
Shemaroo had also released their full free movie channel recently on YouTube in India.