It can't be easy to convince a superstar - one who has a busy slate with as many as four films a year - to jump on the digital bandwagon. But Vikram Malhotra, founder and CEO, Abundantia Entertainment, says Akshay Kumar's relentless search for "novelty" made him greenlight the Amazon Prime original, The End.

"Akshay's decision to make his web debut didn't stem from one conversation; we were having the discussion for over a year. He seeks novelty in everything he does - from 2.0 (2018) to PadMan (2018). We were constantly talking about the possibility of him doing a digital show. He also watched Breathe and was constantly in touch with me. Finally, when this concept came our way, he lapped it up instantly," says Malhotra.