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PVR ''disappointed'' with producers going directly to streaming platforms for movie release

PVR ''disappointed'' with producers going directly to streaming platforms for movie release

India Blooms News Service | @indiablooms | 15 May 2020, 11:08 am

Mumbai/IBNS:  PVR Pictures, the largest theatre chain in India, on Friday expressed their disappointment that several movie production houses are deciding to directly release their movies on streaming services and avoiding traditional theatrical release of their creations.

Kamal Gianchandani, CEO, PVR Pictures said in a statement: "As PVR we believe that the theatrical release is the best way for audiences to experience the labor and creative genius of our filmmakers. This has been so for decades and not just in India but globally. The ongoing COVID-19 crisis has caused an unfortunate shutdown of cinemas. We are confident, once we get to the other side of this crisis, there would 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."

"Needless to say, we are disappointed with some of our Producers deciding to go straight to the streaming platform/s. We were hoping that the Producers would accede to our request to hold back their film’s release till cinemas reopen. That said, this is not the first time films are being premiered on a streaming platform/s," he said.

"Cinema exhibition has regularly faced competition from new emerging distribution platforms over the last many years, and it has continued to enjoy cine-goers patronage and affinity. I would also like to use this opportunity to express our appreciation for all the producers who have publicly voiced their support for the theatrical platform and have decided to reschedule their releases to accommodate the reopening of cinemas," he said.

Joining the new trend of film release in India, actress Vidya Balan starrer Hindi film Shakuntala Devi has joined Amitabh Bachchan's Gulabo Sitabo in premiering worldwide on online platform amid the Coronavirus spread and lockdown.

Balan on Friday announced on Twitter that her upcoming film, which was due to release on May 8, will now premiere on Amazon Prime Video.

The Kahaani actress tweeted, "Delighted to announce that you will get to see #ShakuntalaDevi very soon on @PrimeVideoIN with all your loved ones. Thrilled that we will be able to entertain you in these unprecedented times."

The announcement came just a day after the makers of Gulabo Sitabo informed that their film will release on Amazon Prime Video on Jun 12.

Gulabo Sitabo, which brings Amitabh Bachchan and Ayushmann Khurrana onscreen for the first time, will be available in 200 countries and territories worldwide.

Image: Pixabay