SynProNize plans to make the film available on Netflix first, followed by plans for global releases on iTunes and Google Play.
Malayalam thriller Kappela, which was initially intended to premiere in theatres first, has now debuted on Netflix as part of a new distribution strategy adopted by SynProNize, a newly launched content production and distribution agency in Dubai.
The film revolves around two young people who are involved in a phone romance. When they finally decide to meet, a chance encounter with a stranger named Roy derails their plans.
Kappela’s theatrical revenues were severely impacted due to the Covid-19-related lockdown across India and other markets internationally. SynProNize, therefore, decided to make the film available on Netflix first, followed by plans for global releases on iTunes and Google Play as part of their TVOD offering. SynProNize has also secured a deal to license the film’s linear broadcasting rights to Malayalam TV channel Asianet, owned by Star India (part of The Walt Disney Company).
Furthermore, the agency has finalized format rights for Kappela in Telegu, aiming to further help the film’s producers recover their productions costs during a challenging period. SynProNize will continue monetising Kappela by further licensing TVOD rights across various markets and marketing format rights for the film in other regions.
Commenting on the film, SynProNize co-founders Nitin Michael and Hasnaa Descuns stated: “We are very pleased that a global powerhouse platform like Netflix has decided to stream this film on their platform. The film received positive responses from audiences in India and across the world which helped us further monetise it. These deals come as a welcome relief for producers of Kappela who, like many others too, have been struggling to recover their investments in films that were released just before the lockdown hit theatres all across India due to Covid-19. At SynProNize, our aim is to continue to help content owners to maximise the monetisation of content by taking it across multiple platforms and geographies thereby ensuring that they don’t have to rely only on the conventional modes of earning revenue for their productions.
Kappela producer Vishnu Venu added: “We are thrilled that SynProNize is taking our beloved movie Kappela to new audiences around the world, and eventually localising the show. We are fortunate to have a really fantastic cast and compelling story that continues to receive rave reviews, and we appreciate Nitin and Hasnaa’s major support. “