Fenil and Bollywood

Now watch Main Aurr Mrs Khanna on TV!

Posted on: October 21, 2009

MAMK

Theatre owners flay MAMK’s DTH release

Bharati Dubey | TNN (THE TIMES OF INDIA; October 21, 2009)

Mumbai: After Main Aur Mrs Khanna failed to impress at the box office, its producers released the film on DTH (direct to home) on Tuesday. The producers’ decision has upset theatre owners, who are considering taking the film off their screens.


The Rs 45-crore Prem Soni directed Salman Khan and Kareena Kapoor starrer, released last Friday, filled theatres to only about 30% of capacity. A theatre source said, “The film has not made an impression
at all. Not even Salman Khan’s effort to boost collections has helped much. That’s probably why the producers took the decision they did.”


Tata Sky premiered the film on October 20. Other DTH services plan to follow suit. Tata Sky chief marketing officer Vikram Mehra said, “It’s the first time a film is going to DTH within four days. We released What’s Your Rashee in a week. I don’t think this will affect the business of the film in theatres. DTH releases help curb piracy and earn additional revenue
for the producer.”


But theatre owners aren’t happy. They plan to meet in early November to discuss the issue, said Cinemax Cinemas vice-president Devang Sampat.


Vishal Kapur, COO of Fun Cinemas, said, “We’re contemplating pulling out the film from cinema halls.” He added, “We’ve got seven shows scheduled per day, and people aren’t going to turn up. It’s going to hurt business.”


The Aamir Khan starrer 3 Idiots is likely to be the first film to be released on DTH and in cinema halls simultaneously. Trade analyst Amod Mehra said DTH releases of new films would “kill the film industry which is already suffering due to piracy. If DTH becomes a trend the theatre business will collapse.If people can watch a movie for Rs 100, why would they go to a theatre?”


Mukesh Bhatt, who upset many by releasing satellite rights to Ghulam six months
after its release, also opposes a film going to DTH too soon. He said, “One must give space for theatrical revenues. Only then should DTH and satellite rights be released.” Sidharth Roy Kapur of UTV Producers, the distributor of Main Aur Mrs Khanna, was not available for comment.

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