PVR joins INOX in expressing displeasure over films going directly for digital release

After multiplex INOX expressed its displeasure in a statement over films going straight for a digital release instead of waiting for one on theatres, another chain PVR Pictures has joined. Read INOX statement.

Said to be the largest theatre chain in India, they expressed their disappointment with producers directly releasing their movies on streaming services and bypassing the traditional theatrical route.

The multiplex chain stressed that theatrical experience remains the best medium for audiences to enjoy movies.

In an interaction with PTI, Kamal Gianchandani, CEO of PVR Pictures said, "As PVR, we believe that the theatrical release is the best way for audiences to experience the labour and creative genius of our filmmakers. This has been so for decades and not just in India but globally.”

He said that the coronavirus crisis has caused an unfortunate shutdown of cinemas but they are confident when the situation returns to normalcy, people will definitely go to theatres to watch movies.

"We are confident, once we get to the other side of this crisis, there will be enough and more pent up demand from cine goers who have been cooped up at homes for the last many weeks. We are likely to see demand by force on a sustained basis, once we reopen."

Kamal also added that the exhibitors have asked producers to "hold back their film's release till cinemas reopened". He said, "Needless to say, we are disappointed with some of our producers deciding to go straight to streaming platform/s.”

Without naming any producer, he pointed at ‘Gulabo Sitabo’ decision to go directly to an OTT for release as Amazon Prime Video revealed their association along with the date of release -- June 12.

The makers of another film, Vidya Balan-starrer ‘Shakuntala Devi’ also announced their decision to release their movie on Amazon Prime Video. Five more films --Tamil legal drama Ponmagal Vandhal , Tamil-Telugu bilingual movie Penguin, Sufiyum Sujatayum in Malayalam, Kannada features Law and French Biryani -- are also headed to Amazon.

There are reports that films such as ‘Laxxmi Bomb’, ‘Gunjan Saxena’, ‘Indoo Ki Jawaanii’, ‘Coolie No 1’ may also follow the digital route.