After the emergence of an extraordinary situation with the arrival of Coronavirus pandemic, theatres and multiplexes were one of the first industries to get affected and most likely will be the last one to get functional again. Meanwhile, many producers have found a way to release their ongoing projects in OTT platforms. While Amazon Prime Video announced the release date of Ayushmann Khurrana and Amitabh Bachchan starrer, Gulabo Sitabo, multiplex chain, INOX, has found the decision to be disappointing.
Many small budgeted, as well as big banner movies, are seeking a digital release while skipping the traditional theatre outing, India’s largest multiplex chain, INOX, has issued a statement against movie producers. While the statement didn’t mention any name of the movie or the production house, it came as a response to the release announcement made by Amazon Prime Video related to Gulabo Sitabo. In the issued statement, the multiplex giant expressed its ‘extreme displeasure and disappointment on an announcement made by a production house’.
“The decision of the production house to deviate from the globally prevalent content windowing practice is alarming and disconcerting. Cinemas and content creators have always been into mutually beneficial partnerships where one’s action provided fillip to another’s revenues,” read the statement. “In these troubled times, it is disturbing to see one of the partners not interested in continuing the mutually beneficial relationship, especially when the need of the hour is to stand shoulder to shoulder with each other, and bring the film industry back to its vibrant best,” it further stated.
Check complete statement below:
STATEMENT BY INOX ON A PRODUCTION HOUSE’S ANNOUNCEMENT TO RELEASE THEIR MOVIE ON AN OTT PLATFORM BY SKIPPING THE THEATRICAL RUN pic.twitter.com/NfqoYV2QRx
— INOX Leisure Ltd. (@INOXMovies) May 14, 2020
While it is evident that the decision to release movies directly on the digital platform is not welcomed by the theatres and multiplex owners, OTT platforms are benefitting from the current situation which has forced social distancing norms.
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