MUMBAI: The shortened release window on DTH is beginning to have its impact on the multiplex business. The airing of Sohail Khan‘s Main Aurr Mrs Khanna on the DTH platform just four days after its theatrical release has peeved multiplex owners so much so that they have pulled out the film from its second-week run.

While multiplex operators were against the release of the film on DTH on a
pay-per-view scheme thinking producers should not exploit two revenue models at one go, the producers were of the view that the film‘s showing on the new delivery platform would not impact multiplex revenues; it would, on the other hand, help fight piracy.

Following this complication, multiplex operators have stopped screening Main Aurr Mrs Khanna. Says Fun Cinemas COO Vilkas Kapur "As it is, the film was not doing well and with the airing of Main Aurr Mrs Khanna on DTH from 20 October, we found a considerable fall in the footfalls. Thus in our best interests, we decided to stop screening the film."

Agrees Cinemax COO Devang Sampat, "Initally when we heard about the film being aired on the DTH platform, we had voiced our concern. But when we saw that they were going ahead with it, we decided to stop showing the film from the second week."

Justifying the decision to air Main Aurr Mrs Khanna on the DTH platform, UTV Motion Pictures CEO Siddharth Roy Kapur says: "Producers need to be able to monetise whatever revenue streams come their way. Though DTH is an emerging revenue stream, it is not close to a theatre release. It‘s another revenue stream to monetise and we are tapping it."