Cinema halls might be stubbornly shunning actor-director Kamal Hassan's latest movie Vishwaroopam, over his attempt to pre-release it on direct-to-home (DTH). At the same time, some hotels are becoming makeshift cinema halls, by screening his movie on their DTH, bundled with drinks and dinner.
This new form of piracy via mini-public screenings was much dreaded by the producers. The veteran actor, who had won many national awards as well as acclaim for his offbeat movie, is also attempting to revolutionise the movie distribution model.
Hassan has signed with multiple DTH players to offer the movie one night prior to its theatrical release, which has drawn criticism from the cinema exhibitors. The Tamil version of the movie is available for Rs 1,000 on DTH on the night of January 10.
This turned to be an advantage for some hotels to make a quick buck and attract customers. Hotels have made plans of offering the movie at a discounted rate. One such hotel advertised to offer to screen the movie with buffet dinner, for Rs 300 per person on January 10 between 9 pm and 11 pm. This is a very popular model with cricket matches and other sports.
Already, Hassan's decision has alienated cinema exhibitors, who were arguing that once the movie is out on DTH, consumers will not go to cinema theatres to watch them. The Tamil Nadu Cinema Theatres Association had threatened that none of his films would be released in any theatres in the state saying that it would set a precedent, leading to the closure of theatres.
Some producers also share the same fear. “While it seems an innovative idea in long run, immediate shortcoming is that you cannot control who is watching the movie and where. This could give rise to mini-screenings and the economy of cost-per eyeball will lose all the balance,” a senior executive of a film studio said.
