The stern rebuke and threats of “retributive measures” issued by the INOX chain of multiplex theatres against producers going straight to the digital platform with their ready-for-release films, are no isolated move.
One has it from very reliable sources that other multiplex chains are also planning to place a ban on producers who bypass the shut-down movie theatres in favour of a home-viewing platform.
A personnel from a leading multiplex chain told this writer, “We are in webinars and video conferences with our colleagues from other multiplex chains.We are trying to work out tentative measures for a post-lockdown opening of our theatres and also looking at ways to deal with the swelling tide of impatient producers forgetting their commitment to release their films in movie theatres.”
Apparently all the leading multiplex chains are in agreement on the sanctity of the producer-exhibitor relationship.
“You can’t change your priorities at the time of a crisis. In any case the films that are taking the digital route were never guaranteed a boxoffice advantage,” says the source.