INOX express disappointment over makers taking direct OTT platform

A few hours after Amitabh Bachchan and Ayushmann Khurrana starrer Gulabo Sitabo announced to be released on Amazon Prime Video, the INOX theatres express its extreme displeasure and disappointment over the decision taken by the filmmakers. It officially released a statement expressing disappointment for skipping conventional theatrical release.

The statement read, “INOX would like to express extreme displeasure and disappointment on an announcement made by a production house today, to release their movie directly on an OTT platform by skipping the theatrical window run. The decision of the production house to deviate from the globally prevalent content windowing practice is alarming and disconcerting".



“Cinemas and content creators have always been into mutually beneficial In these troubled times, it is disturbing to see one of the partners not interested in continuing the mutually beneficial relationship especially when the need of the hour is to stand shoulder to shoulder with each other and bring the film industry back to its vibrant best.”

They referred to these content producers as a fair-weathered friend, as opposed to all-weather life-long partners. It further stated, “Needless to say, INOX will be constrained to examine its options, and reserve all rights, including taking retributive measures, in dealing with such fair-weathered friends.”

"INOX would like to reiterate that as the backbone of the cinematic value chain, this windowing pattern has done wonders in terms of revenues for the content creators and for all other stakeholders, as it offers them the opportunity to extract the best from all available mediums, which include cinemas, OTT platform as well as satellite".



The statement concluded with, “INOX would like to urge all content creators not to skip the theatrical run, and stay with the age-old and established windowing pattern, which is in the best interests of all stakeholders in the value chain.”

IMPORTANT... #INOX reacts to film producers / Studios releasing films on #OTT platforms, bypassing theatrical release... OFFICIAL STATEMENT... pic.twitter.com/J5lqHrS4ud

— taran adarsh (@taran_adarsh) May 14, 2020

Since the coronavirus pandemic has started and the lockdown has been extended, all the theaters and other activities have been stopped for an indefinite time to contain the further spread of the virus.

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