Mubi, a 12-year-old on-demand movie streaming and rental service, has arrived in India. Like other streaming services giants such as Netflix, Amazon Prime Video, Apple TV+ and Disney’s Hotstar, Mubi is offering its service at a slightly lower price in the key overseas entertainment market.
The London-headquartered firm is offering a three-month subscription in India at Rs 199 ($2.8), after which it would charge $7 a month or $67 a year (this way, the monthly cost works out to about $5.5). This is substantially lower than the £9.99 monthly subscription fee it charges to subscribers in the U.K., and the $10.99 it charges in the U.S.
Perhaps the lesser-known streaming service among all the usual names, Mubi has earned a name for itself by offering a selection of critically acclaimed movies. Unlike other services, Mubi’s platter is small. At any moment, the service offers only 30 recent and vintage movies. One new title arrives every day and another vanishes at the same time. No movie stays longer than 30 days on the platform.
Mubi, founded in 2007, started with the ambition of becoming just like what Netflix is today. But it became apparent to the company that they couldn’t afford to offer thousands of titles to users, founder and chief executive of the company Efe Cakarel told The New York Times in an interview two years ago.
“In the beginning, we wanted to be like Netflix, but the unit economies of an ‘all-you-can-eat’ site is very capital-intensive,” Cakarel told the Times. “The question becomes, how do you create a compelling experience? If you can’t get 10,000 titles, how about a limited selection?”
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