Working on the gains created during the pandemic, Lionsgate aims to secure its niche in the digital streaming market
“We want to first stabilize our subscriber base. We want to own the space that we operate [in], which is adrenalin, action, edgy, thrilling and suspense. Once we do that, we will then look at what we do next.”
Most businesses of companies around the world were affected the past two years by the pandemic. However, for premium streaming service provider Lionsgate, the pandemic instead helped the company grow.
“The pandemic was a very tough time for everyone,” asserted Amit Dhanuka, executive vice president of Lionsgate Play.
“In terms of businesses, some that required physical interaction suffered largely. The digital businesses group, Lionsgate being one, obviously saw far more adoption and growth rate.
“The pandemic certainly helped build awareness. The awareness that was lacking beyond the certain strata of society. It barely went deep down. There was no new content available on television. There was no new content available anywhere.”
People were just stuck at home with nothing to do. In those houses, where there is an entire family living, mobile phones are their personal screens.
“All of those factors led to awareness being built, adoption and growth rate increasing,” added Dhanuka. “At that time, at the start of the pandemic, Lionsgate was not launched yet in the Philippines. We were only launched last year.
“So far, it has been good. It has been very good. We are very happy with partnering with PLDT. They have been a great partner to us.”
Lionsgate Play has services available in nine countries in Asia. And growing. Globally, it has around 20 million subscribers to date.
“We are now in all of South Asia — India, Sri Lanka, Bhutan, Nepal, Bangladesh, Maldives. We also started offices in Indonesia, Malaysia and the Philippines.”
Asia has significantly contributed to the growth of the international subscribers base of Lionsgate. “Our growth rate has been very, very healthy going by some markets by 100 percent and some markets three times to 50 percent,” granted Dhanuka.
“In the Philippines, we've grown from zero to four times or five times our revenue, profitability and bottom line.
“Lionsgate has been traditional[ly] a studio that makes movies that we're known for, as well as our television content. In close to 30 years, Lionsgate has been doing business worldwide. We started in 1997. Just do the math.”
Around six years back, Lionsgate bought out Starz and through that acquisition, aggressively launched its streaming platform in the United States and internationally.
“We rolled out Starz internationally,” Dhanuka beamed. “We started in South Asia in India in 2019. Once we kind of stabilized the service in India, we decided to take it out to markets to deliver English, premium content. We later took it to Indonesia, Malaysia and the Philippines.”
At the moment, Lionsgate has yet to work with local production houses in the Philippines to deliver Filipino content. “We want to first stabilize our subscriber base,” Dhanuka said. “We want to own the space that we operate [in], which is adrenalin, action, edgy, thrilling and suspense.
“Once we do that, we will then look at what we do next. We'll have a strategy around it. We'll let others [be] more aware about Lionsgate.”
From the start of its operations, Lionsgate doesn't look at any competition in the streaming field. “We'd like to think that we are all complementing each other,” Dhanuka maintained. “I think, like any brand in the market, it's never good for the market to merely have one single brand.
“The more brands in a product, the more the market will grow. Everyone has a distinct market. For us, knowing there are five or six relevant players in the Philippines only makes the market more exciting.”
When it comes to the lineup that it offers, Lionsgate targets ages 15 to 45, according to Dhanuka, who is bringing the “play more, browse less” experience to the Philippines and South Asia.
“We are certainly unapologetic about our offering. That's the whole lot. As skewers towards action content, that's what we serve, which is complementing services for family entertainment. We generally complement everyone else in the market.”
Every Friday, Lionsgate drops something new in its App for its subscribers base to anticipate and enjoy. “I enjoy the fact that we have something new coming in every week. 'Kill Bill 1 and 2 are coming in.
“'Gaslit' with Julia Roberts and Sean Penn. Even awards shows like the Emmys and the American Music Awards, the Golden Globes are coming into our App, apart from 'Gangs of London,'” informed Dhanuka.
The executive apparently lives on a suitcase, traveling for work every other week in a month. “I'm traveling to Indonesia, the Philippines, Malaysia and have to travel within India, too, where we have a lot of partners in different parts,” he said.
“We are headquartered out of Los Angeles. We are truly so global in Asia. We are spread all over. In the US, it's Lionsgate Plus, while in Asia, it's Lionsgate Play.”
Dhanuka acknowledged the Philippines is an important market for Lionsgate Play. “Whenever there is a significant amount of population, consumption will always be needed,” said Dhanuka.
“There is continuous broadband connectivity growth that is also leading to streaming consumption. Meanwhile, Asia is a very good streaming market globally for any platform.
“If you look at Asia, I think over 70 percent of the world's population is based in Asia — China, India, Indonesia, Bangladesh, the Philippines, Thailand [and] Pakistan.”
Meanwhile, the countries of significance when it comes to streaming platforms are India, Indonesia, Thailand, the Philippines, Malaysia, Singapore and the cluster of countries around Japan and South Korea.
“The Philippines is a market that is poised to grow over the next few years in streaming,” said Dhanuka. “The early movers in this market, Netflix, did the heavy lift[ing] of creating awareness and education across what streaming really is.
“I don't think people really knew what streaming was until Netflix came in. Now, people are realizing that they can actually watch content whenever you want, however you want. Streaming is being moved online across generations, not married to just one generation.”
Dhanuka joined Lionsgate in 2018 and has played a pivotal role in setting up the Lionsgate India operations, from driving partnerships to building consumer propositions and steering technology for the App.
He presently runs operations for Lionsgate across its various businesses, from theatrical to licensing to network, delivering curated content, as well as exciting partnerships.
Lionsgate theatrical distribution partnerships in India have led to the release of successful films like Rian Johnson's star-studded “Knives Out,” with Daniel Craig, Chris Evans, Jaime Lee Curtis, Toni Collette and Joseph Gordon Levitt.
Jay Roach's drama, “Bombshell,” with Charlize Theron, Nicole Kidman, Margot Robbie and John Lithgow; and “Anna” with Sasha Luss in the title role joined by Cillian Murphy, Luke Evans and Helen Mirren.
More recently, Dhanuka is building a strong theatrical slate with acquisition of films outside of Lionsgate, such as Guy Ritchie's “Wrath of Man,” Sylvester Stallone's “Little America,” and many others.
Dhanuka is also driving the expansion of Lionsgate Play in various Southeast Asian and South Asian markets, as he continues to grow the Lionsgate and Starz business in the region.
Before joining Lionsgate, Dhanuka was associated with Disney's Star India network. He also worked with Indian film production company Zee Motion Pictures and Sony Pictures Television International in Los Angeles, USA.
Even if he's the head, Dhanuka opts to downplay his position among his colleagues and subordinates. Cecile Marino, his general manager in the Philippines, attested to that.
“With everyone that I work with, I'd like to keep it flat, with no hierarchy,” Dhanuka asserted. “I don't act like I am the boss. I want to be just a colleague. There's no way I can truly understand the challenges and find solutions unless I'm the colleague. I guess that's the best way to work.”
When he's in India, Dhanuka finds time to spend with his 11-year-old son and his wife.
“When I'm traveling I get my me time,” Dhanuka allowed.
“Once I go home, I just switch off. That's my time for family. When I'm with them, that's the time when I'm not working, no matter what, unless, of course there's a problem with the service and it stops working, then I'll start working.
“I'm up at 6 to 6:15 in the morning, then I generally spend some time with my son before he leaves for school at 7 a.m. Then I go to the gym and end up working out for like an hour.
“In India, we start work at 9:30 a.m., so I'm in the office by that time. We start a bit late. Through my day [there] are meetings, calls, and I'm back home by 6:30 or 7 p.m. to have dinner and spend time with my family or meeting my parents.”
Considering he does a lot of trips, Dhanuka leaves juggling work and home to his wife. “A lot of credit goes to her,” he said of his better-half. “But I keep connected with them. Before my son leaves for school, I will always talk to him, no matter where I am or what time zone I am in.
“He's in seventh grade and is now 11 years old. Before he goes to sleep, I also ask him about his day. I think these are small things that keep me connected with my family. Even if I'm not doing anything, I pick up the phone and call my wife and have a normal chat with her.
“I always believe that as long as you keep the communication lines open, you keep it as normal as you can, just keep calling all the time and talking to her all the time, listen to her.”
Surprisingly, Dhanuka does not look up to any role model for everything he does.
“My role model is to become a better version of myself with each passing day,” he maintained. “I think that's important.
“Learn from your mistakes, pick up the good things along the way. Be kind and be good to people around you and be a better version of yourself.”
Quick questions
What is your biggest fear?
Getting stuck in the ocean without a life jacket. I'm not a very good swimmer.
What really makes you angry?
Incompetence. If you're doing it, do it right or don't.
What motivates you to work hard?
Life in general. We're so blessed to be humans. We need to contribute to this planet.
What makes you laugh the most?
Anything silly.
If you could share a meal with any individual living or dead, who would they be?
I'd love to share a meal with Elon Musk.
What was the last book you read?
“The Psychology of Money: Timeless Lessons on Wealth, Greed and Happiness” by Morgan Housel.
What celebrity would you like to meet for a cup of coffee?
One of my most favorite actors is Harrison Ford. I watched the latest “Indiana Jones.” I'd love to meet him once.
What is the most daring thing you have ever done?
Dancing.
What is the one thing you will never do again?
Repeat the same mistakes again.
Be the first to comment