- INOX expresses displeasure over the release of the movie directly on OTT platforms and asked creators to stick to the traditional cinematic chain.
The floodgates opened. With Shoojit Sircar announcing the direct digital release of ‘Gulabo Sitabo,’ this year, owing to the nationwide pandemic, most filmmakers are lining up their summer releases on digital platforms.
And while filmmakers ponder digital release, proprietors of multiplexes cry foul and express ‘disappointment’ over the latest change.
Multiplex INOX on Thursday expressed its dissatisfaction in a tweet in an apparent reference to ‘Gulabo Sitabo.’
The film will debut on Amazon Prime Video on June 12, starring Amitabh Bachchan and Ayushmann Khurrana.
The theater chain has released a statement on Twitter without naming the production house or the film, saying such a move was “disconcerting.”
“INOX wishes to express extreme disappointment and disappointment at an announcement made today by a production house, to release their film directly on an OTT platform by skipping the theatrical window run.
“The manufacturing house ‘s decision to deviate from the global material windowing standard is disturbing and disconcerting,” the statement said.
INOX said the cinemas and the producers of content were still in “mutually beneficial relationships” where one’s action gave a fillip to the profits of another.
“It’s alarming to see one of the partners not interested in continuing the mutually beneficial relationship in these troubled times, particularly when the need for the hour is to stand shoulder to shoulder with each other and bring the film industry back to its vibrant best.
“These actions, though isolated, are vitiating the environment of shared partnership and portraying certain content creators as fair-weather buddies rather than life-long partners,” the statement read on.
The multiplex chain said it would now be “constrained to explore” its options, and reserves all privileges in “dealing with these fair-weather mates” including taking retributive action.
“INOX will advise all content creators not to miss the theatrical run and stick with the age-old and proven window model, which is in the best interests of all stakeholders in the value chain,” concluded the statement.
Earlier this week, some leaders of India ‘s Eastern India Motion Pictures urged Premier Narendra Modi to take measures to stop producers from launching films on OTT platforms, mainly intended for theatres.
INOX ‘s announcement is likely to inspire more multiplexes around the country to oppose the digital invasion.
More moviemakers are expected to confirm the direct digital release of their movies in the coming weeks. Vidya Balan took to Instagram on Friday morning to reveal that her upcoming film, ‘Shakuntala Devi,’ will now directly premiere on Amazon Prime Video. We have yet to reveal the release date.
The lockdown due to the pandemic has postponed releases of many large ticket films such as ‘Sooryavanshi’ by Akshay Kumar, ’83’ by Ranveer Singh, and ‘Coolie No 1’ by Varun Dhawan were some of the films that were scheduled for theater releases during the summer months, cashing on the holiday season.
