By announcing a pre-release screening of his upcoming film, Vishwaroopam, on five direct-to-home (DTH) platforms, Kamal Haasan might have alienated cinema exhibitors down south, but he has definitely caused a flutter among the many film-makers waiting to see how the move pans out.
While a section of the industry believes this will open a new revenue stream for film-makers, others say not all film-makers will opt for DTH releases.
Vikram Malhotra, COO, Viacom18 Motion Pictures, said, “This is a bold move, and might define a new consumption pattern among the viewers. But, it will depend on a film and, specifically, its audience. If I know only 50 per cent of my target audience is going to watch the movie in theatres, I might as well explore the option of day-and-date release on DTH. However, I will not do it with a youth-centred movie.”
But, will it open a new revenue stream for the film-makers, when box-office contributes majorly to revenues? Malhotra answers, “It will take a while before the right balance between economy of cost per eyeball is worked out. While there may be new windows, but the price should not be prohibitive. And, after all, a consumer will consume what he/she wants.”
Agrees Suniel Wadhwa, independent distributor and box office analyst, “Audience in India still like to watch big movie on large screens in cinema theatres than on their TV set.” However, he adds multiplex and cinema theatre operators will not encourage the move. “They are investing in infrastructure to give an experience to the movie-goer. If the viewer is watching the movie at his home, why will he go to the theatre.”
But, there is a silver lining for small film-makers who do not get screen space due to the movie calendar being cluttered with four-five releases every week. “If the trend picks, it will definitely be good for small films, and the films which don't have a good longevity. Again, if the movie is not worth it, a viewer will not like to pay for it even on a DTH, and will wait for it to appear on TV channels,” said Wadhwa.
Meanwhile, DTH companies were upbeat on the move, expected to help tap viewership that rarely steps out to watch films. Shashi Arora, CEO, Airtel Digital TV, said, “Here we are talking about families, which also have small kids and older people who may not be able to go out and watch movies in theatres.”
Airtel Digital, which announced on Friday the pricing of Rs 1,000 for the show, said there will be a Rs 200 discount for subscribers who book the movie early. “This is an unprecedented move, and we are getting a huge response from subscribers,” Arora added. “Considering a family of four-five, Rs 1,000 per is fair.”
But, will the move be detrimental for exhibitors? The Tamil Nadu Cinema Theatres Association threatened if Haasan doesn't budge, none of his films would be released in any theatres in the state.
Paneerselvam, general secretary of the association, had said this would set a precedent, leading to the closure of theatres.
Haasan, who addressed the press conference on Friday, said, “I am told this is not only in India, but across the world, this is happening for the first time. This is an evolution of the business, and many more producers are exploring the potential of the model.”
So far, 390 theatres in Tamil Nadu have come forward to run the movie, and targets are to show it in 450 theatres in the state.”
Harit Nagpal, MD and CEO of Tata Sky, adds that it may open multiple windows. “There might be films releasing same day, one week later and two-weeks later of the theatre, with different pricing.”
While a lot of buzz has been generated about the film, only time will tell if it can become a sustainable business model and provided a much needed boost for the small film makers.
