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Amod Mehra: I don't agree with the thought of producers because they are not the only ones in a dilemma

The on-going stand-off between cinema owners and producers could endanger film distribution while having a long-term impact on cinema exhibition. The COVID19 pandemic forced cinema halls to pull down their shutters and filmmakers to stop the production and post-production work on their films. However, faced with monetary constraints, some filmmakers have decided to release their films directly on digital platforms.

Gulabo Sitabo and Shakuntala Devi have already announced their premiere dates while films like Ludo , Jhund and Gunjan Saxena are rumoured to be in queue.

Talking about the current scenario in the industry, Amod Mehra , trade analyst and independent distributor, expresses, “I don’t agree with the thought of producers because they are not the only ones in a dilemma. Producers make profits on the table when they are starting their films because they have channels for that. By going to OTT, they are cutting their own hands and legs for the long run. In the film exhibition business, they have multiple avenues to monetise their films. By going directly to OTT, they will lose almost all the other avenues including TV satellite rights which earn them a big chunk. When a producer signs Akshay Kumar for a film, he knows that if he spends Rs 100 crore making the film, he will earn way more than that. By selling to OTT, that will considerably reduce. The hit and flop aspect of a film will not be measurable anymore. If this trend continues, and they continue selling in panic, it will force theatres to go out of business along with distribution channels and every other allied activity that thrives on cinema. Yes, the number of platforms might increase but a viable and an existing arm of the business will face severe issues including extinction. People like me, who are solo distributors, will sit at home and be forced to consume content only on OTT.”



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