In other words, how you’ve been had big time!
“Gentlemen, milady, you will always remember
this as the day that you almost caught Captain Jack Sparrow...” This statement of Johnny Depp in the spectacular classic Pirates of the Caribbean summarises the predicament of the Indian movie industry. Various strategies to fight piracy till date, which started on a great note, have progressed on desperation and finally concluded by sadly accepting inevitable defeat. Movie pirates have brilliantly innovated to out-beat each tactical move by the industry. How rolls the dice now?
One atypical strategy that certain production houses, like Yash Raj Films, now have up their sleeve is to bring out the original DVDs of the films early to the market place. Whereas previously DVDs were released around four to eight months after the movie ended its theatre screening, this duration has been brought down to even a fortnight. This goes against traditional thought that said the more a movie gets theatre space, the more it would earn revenues – for example, Aamir Khan took nearly five years to release the original DVD of the 2001 blockbuster Lagaan. Whereas, the original DVD of one of the surprise hits of 2007, Jab We Met (released in October 2007) hit the market in December 2007 itself, even before the movie ended its screening – in fact, the movie is having its world premiere in January 2008. So what is the reason behind such a step? Imtiaz Ali, Director of Jab We Met, chatted up with 4Ps B&M, “If there is hunger in the audience to see the movie, they will fall prey to illegal ways to satisfy their hunger. Therefore, the original DVD of Jab We Met was released in less than two months of the film’s release to encourage the audience to buy the original DVDs.”
“Gentlemen, milady, you will always remember
this as the day that you almost caught Captain Jack Sparrow...” This statement of Johnny Depp in the spectacular classic Pirates of the Caribbean summarises the predicament of the Indian movie industry. Various strategies to fight piracy till date, which started on a great note, have progressed on desperation and finally concluded by sadly accepting inevitable defeat. Movie pirates have brilliantly innovated to out-beat each tactical move by the industry. How rolls the dice now?One atypical strategy that certain production houses, like Yash Raj Films, now have up their sleeve is to bring out the original DVDs of the films early to the market place. Whereas previously DVDs were released around four to eight months after the movie ended its theatre screening, this duration has been brought down to even a fortnight. This goes against traditional thought that said the more a movie gets theatre space, the more it would earn revenues – for example, Aamir Khan took nearly five years to release the original DVD of the 2001 blockbuster Lagaan. Whereas, the original DVD of one of the surprise hits of 2007, Jab We Met (released in October 2007) hit the market in December 2007 itself, even before the movie ended its screening – in fact, the movie is having its world premiere in January 2008. So what is the reason behind such a step? Imtiaz Ali, Director of Jab We Met, chatted up with 4Ps B&M, “If there is hunger in the audience to see the movie, they will fall prey to illegal ways to satisfy their hunger. Therefore, the original DVD of Jab We Met was released in less than two months of the film’s release to encourage the audience to buy the original DVDs.”
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