INTERESTING READ: Now showing: Brand-new releases at Rs 20 per ticket

Innovative Technology Brings Quality Prints To Video Parlours, Curbs Piracy

Sharmila Ganesan-Ram TNN (THE TIMES OF INDIA; December 2, 2012)


Opposite a cigarette shop that spells wholesale as two words, a plate full of bread pakoras and dal vadas is collecting flies. Near it, a mustachioed man waits for you to pay Rs 20. He then points to two soiled brown blankets that serve as curtains. Inside is a dim room full of testosterone—undernourished men, who look like they may be waiting for a bus, are sprawling on marble benches while others are sitting alert as the Bhojpuri film Himmatwala illuminates their faces.

What’s unusual, however, is a group of housewives, some with kids on their laps, who are sitting on the floor in the front and empathising with the actress as she drags her paralysed husband to a temple in a cycle rickshaw. This “family crowd” is a fairly new profile of customers for Mahesh Chelladurai, owner of Mahesh Video Centre in a slum near Orlem Church in Malad. It has been trickling in ever since the frenzied shakes, black-outs, unfinished frames and other side-effects of piracy vanished from his screen.

Mahesh Video is among four such theatres in the city that screen movies the owner has legal rights for. These movies, mind you, include the latest Bhojpuri and South-dubbed films. That’s because these video parlours are part of the pilot project of United Mediaworks (UMW), which aims to reduce piracy by offering legal content at a low cost. “If somebody is denied access to something as basic as entertainment, they will naturally steal it,” says Ashish Bhandari, co-founder and MD of the firm that was formed to support the media and entertainment industry with technology-based products and services. Bhandari is referring to the 1000-odd video parlours in Mumbai’s slum areas, each with a seating capacity of 50 to 70, where piracy is rampant. “But if you make legal content affordable, there would be no piracy,” he adds.

This is precisely why, a while ago, employees of the firm, including Bhandari himself, decided to knock on the doors of both producers and video theatres with their inhouse technology called the DIGIBUTOR. The latter is an affordable digital cinema server that assists in the distribution of films at 512-bit encryption—the highest level of security. “This means that the content is protected to such an extent that it would take several years for anyone to hack into it or misuse it,” says Bhandari. Besides, it boasts a ‘watermarking’ technology, thanks to which a series of nearly-invisible numbers appear on the screen. These aid in locating movie pirates as they contain clues to the time and venue of copying. Another feature of this server helps in monitoring the number of shows played, negating misuse.

Once this affordable server is installed in video theatres, it would help curb losses to the industry from these centres, the firm tells distributors. “Once convinced, these distributors ask the film producer to share the content with us for processing on our format,” says COO Tushar Kulkarni, adding that Hindi film producers are tough to crack as they look down upon video theatres. But distributors of Bhojpuri and South-dubbed movies have been game. A formal agreement is then made with the producer for processing the film.

Initially, when the company approached video theatre owners, “they were apprehensive and even thought we were about to raid them”, recalls Bhandari, who explained to them in Hindi that they were there to help. “Some didn’t even know what piracy meant and they thought buying a pirated CD was legal,” he recalls.

All that the video theatre owners had to do was sign an agreement stating that they would not misuse the content, pay a sum of Rs 1.25 lakh for the device, installation and service and thereafter pay a sum of Rs 250 per show for a total of 28 shows. So far, the server has been installed in four theatres in Mumbai. They receive films within two weeks of their release. “We download two films a week in each video theater,” says Kulkarni. “The video owner needs to play a minimum 14 shows of each film in a week’s time.” The arrangement is fetching video theatres a turnover of Rs 700 to Rs 1000 per show and distributors a collection in the region of Rs 1000 daily from each video theatre.

“Gradually the paying capacity of the owners will increase,” says Bhandari, adding that some theatres, located in areas with a majority Tamil population, are even demanding regional content. The challenge, however, is to get as many distributors on board as possible to ensure the smooth supply of content. “Hindi film distributors are hard to convince, as they do not see much of a profit in this. But they should realise that they are making losses here,” says Bhandari. The firm got its first Hindi film, Le Gaya Saddam, this week, and is now planning to equip theatres with a library of movies.

The change is evident though. Earlier, the tiny white door at Amrut Video Theatre in Dahisar was hardly used on Fridays and Saturdays. “I used to go out for picnics on those days,” says theatre owner Munnabhai. Now even though he charges Rs 30 per ticket, people come in on weekends as well because “we get movies of the same quality as the talkies”. Munnabhai adds, however, that there is a need for firstday, first-show Hindi films. If that is assured, Mahesh Chelladurai might even spruce up his theatre. For now, he is happy he doesn’t have to “worry about raids anymore”.


POSTER BOYS Women, too, visit Mahesh Video Centre (above) in Malad, which is among the four video theatres in the city currently screening movies for which the owner has legal rights

Post Comment

You must be logged in to post a comment.

fosamax generic equivalent noroxine posologie ibuprofene best cialis online pharmacy neofollin bestellen amerimedrx complaints against dentists oxybutynin chloride 5mg sa kamagra oral jelly paypal claritin d side effects medication buying tadalafil without a prescription buy 50mg viagra in austrailia viagra vs cialis vs levitra and alcohol fast viagra delivery misoprostol for miscarriage side effects lamictal withdrawal symptoms drug how to get viagra prescription online diamox side effects altitude sickness nitroglycerin ointment buy at store tabletten oynanan oyunlar oyna levlen formula 1 ingredients buy stromectol ivermectin duloxetine hydrochloride prices order brand name synthroid ditropan 5mg valacyclovir hcl side effects fish medications for humans eprex liturgia de las horas acticin 5 cream topiramate medication for pain over the counter viagra substitute vardenafil hcl 20mg how long does it last minomycin dosage for amoxicillin microzide medication side amoxil and alcohol hydroxyzine for dogs dosage viagra priser bactrim dosage for sinus infection omeprazole 40 mg capsule color meclizine hydrochloride for dogs online pharmacy 365 pills viagra professional cialis reviews doxycycline accord disper tablet 100mg sibutramine 15mg weight loss viagra generic wemon misoprostol in south africa cialis buy online no prescription socialist caucus antibiotics in canada himcolin gel how to use tadarise pro 20 dosage best place to buy wellbutrin sr online kamagra oral jelly online buy antibiotics uk lialda side effects mesalamine side clomid for sale online dikloron ampullectomy provera and clomid success rates bystolic manufacturer coupon card can you take viagra through customs safe online cialis synthroid vs levothyroxine sodium singulair dosage for children femara side effects medication mogadon nitrazepam side effects lasix furosemide diuretic ramipril capsules colorsranacid viagraonline pharmacy soft viagra crestor medication discount coupon benadryl for infants while flying tetracycline hcl prices colcrys coupon zithromax chlamydia ventolin by mail synthroid side effects weight loss buy promethazine online canada vagiral ovulos de sabilavagravaiagravaigaravaigravairgavalium paypal cialis viagra liquid cheap on line levitra meds adderall xr 30 mg venlafaxine hcl er meprate tablet lumigan eye drops 0.03 clomiphene side effects for men prevacid coupon prevacid coupons printable sumycin 500mg tylenol bystolic side effects patient reviews sildenafilo normon 50 mg precio robaxin 750 mg tablets kamagra in australia lumigan eye drops for sale infatrim obat apa cheap clomiphene buy zithromax with mastercard digoxin and potassium chloride how much cialis is too much omaggio olive oil private reserve guitars tijuana mexico pharmacy chlamydia treatment for men canesoral duoderm glucovance generic name amoxil 500 mg coupon vigora 100 side effects clomid pregnancy test calculator dalacin c capsules 150mg venlafaxine er 37.5mg capsules side effects anxiety symptoms in teenagers canesoral duodenitis therapy dog certification texas medameds reviews on garcinia erectalis 20 mg adderall ofloxacin buy from canada shop price viagra plus avlocardyl propranolol 40 mg buy amoxicillin without px levitra professional 20 mg buy victoza cheap cefalexina 500 mg dosage nolvadex dosage for epistane strattera kullananlar cialis mexico online arthritis in the knee cap cefixime generic cialis livraison en 24 h glipizide 5mg side effects indocin for preterm labor buy viagra out of us cyclidox capsules buy albuterol online india combitic global caplet usmedicbay paxil viagra brand cheap prandin side effects repaglinide cost donepezil 10 mg daily cipla fieldcall amoxicillin dosage for children chart viagra orders tiotropium bromide inhalation powder generic drugs where can i buy proventil inhaler forced cum atarax medication ortho tri cyclen lo no prescription perisonse wiothout a script canada antibiotics for bronchitis and ear infection arthritis pain relief cream reviews propecia reviews treatment phenofibrate efectos how to use minoxidil 5 for women oflocet et clomid depakote withdrawal symptoms drug casodex withdrawal response rythmol propafenone trials viagra hawaii singulair allergy medicine side effects buy metronidazole lisan stediril online flagyl for dogs treatment nolvadex canada supplier cytotec next day ketorolac injection 30 mg amerimedrx cialis online buy wellbutrin with no prescription 122 order meds without a script zenegra uk atacand medication for high blood pressure caverta online pharmacy colchicine no prescription ovral l online vermox dosage suspension colchicine gout prophylaxis therapy appointment cards budesonide nebulizer side effects onlain igri na shax cialis generico inghilterra street value of cymbalta 60 mg abilify side effects weight gain dutasteride avodart for sale sertralina efectos a largo plazo del budesonide drug cost at walgreens levitra brand for sale cheap amlodipinefrom canada azithromycin 600 for sale buy indian erythromycin trimetabol dosage for benadryl cialis generico en chile purchase cialis online fosamax 70mg side effects duphaston pregnancy side effects malegra 25 baytril dogs antibiotic ear infection biaxin clarithromycin for sinus infection medtronic baclofen pump spasticity irbesartan 300 mg tablet side effects bromocriptine buy without prescription diflucan dosage for yeast infection in children thuoc renapril 5mg cialis cipro overnight delivery affordable abortion pill viagra vipps pharmacies atacand on sale sildenafil prilocaine topical ointment cerazette desogestrel pill xatral xl 10 mg side effects side effects of ranitidine for infants escitalopram 10 mg reviewsesomeprazole zyprexa olanzapine 2.5 mg inflason prednisone cialis 20 mg 4 compresse quinine sulfate 324 mg capsules proscar 5mg without prescription best prices for motillum doxylamine succinate vs diphenhydramine potassium chloride side effects medication what is mavidol sl vasotec drug classification tesco pharmacy viagra valtrex overnight delivery hbp meds cheap uk free shipping claravis accutane discount programs novolog sliding scale insulin parlodel dosage where can buy viagra in singapore safest place to buy viagra online ramipril medication erectalis cipla india cymbalta and neurontin and weight gain baclofen 20 mg assistance milnacipran generic ciplafield eas req status stalker does generic propecia work flagyl 400mg used for cialisn soft viagra prix pharmacie cholesterol lowering foods and supplements levothroid side effects levothyroxine dosage fake stilnox is flagyl compatible with potassium bisoprolol hydrochlorothiazide side effects buy theophylline flagyl buy el esquina nyc buy pills without a prescription tadacip india medrol dose pack no prescription cytoxan and taxotere buy cialis cheap curacne 20mg capsules jaguar viagra buy online tantalum happy hour orlistat cheapest doxycycline hyclate uses treat fibadel 5 xenical in united states north american cialis advantage car rental coupon offer viagra mail order viagra price list order levitra from canada levitra prezzo in farmacia 40 mg levitra dosage plavix patient assistance bristol myers squibb metformina 850 gumigem usair clindamicina 300 omnicef for sinus infection glipizide for sale canadian pharmacy viagra professional mestinon 60 mg price cytotec costa rica is prandin over the counter flurazepam dosages remeron no prescription needed rx pharmacy pursues viagra with a gift card viagra precio farmacia doxycycline without rx paypal axet ear drop cytoxan and taxotere infusion all natural cures for ed metformin cheap viagra ohne rezept auf rechnung apo sildenafil 50 mg effexor xr side effects weight provigil weight loss nasonex coupon $15 super force viagra cialis 20 mg best price buy amitriptylin with no prescription capoten sublingual buy ventolin inhaler online cialis prescription online where can i buy cheap viagra next day viagra usa buy cheap adderall tronto drug store can you get high on indomethacin mercury drug price list of medicines azithromycin over the counter lozol side effects minimum age for taking viagra valium information half life can a wellbutrin overdose kill you risnia tablets for sale percocet dosages online pharmacy sleep medication uroxatral 10 mg patients definition cialis sample alfuzosin uroxatral generic compare prices on viagra beconase nasal spray side effects is propecia right for you buspar reviews for anxiety cialis generika billiger combat viagra side effects ivermectin scabies emedicine polarmeds in canada the executive branch where to purchase tretinoin cream octreotide treatment for iih ed hardy online site rx approved viagra metoprolol tartrate 25mg india pharmacy mastercard cefamor 250 new emojis vantin antibiotic for ear infection canada pharmacy 24 cheapest accutane without prescription il viagra fa male per i reni birth control pill without prescription accutane sellers precio levitra aviane birth control pills review dosage prednisone in humans where to buy clomid cheap mobic meloxicam 15mg side effects methotrexate htm 2011 advair coupons $20aggrenox burpropionxl vs vyvance cialis price in the philippines viagra online con visa electron buy gabapentin topical clotrimazole side effects cialis active over the counter finasteride online paypal chlamydia pneumoniae and asthmachloroquinchloroquine baclofen antidote minomycin dosage calculations arthritis medication seroflo rotacaps 500 zithromax antibiotic price where can i buy viagra with paypal indapamide 2.5mg side effects vicodin vs percocet ditropan xl 10mg side effects nolvadex side effects who makes aloprim vigara from india dth 24b kamal kunj s v road buy antabuse by paypal ambien cr price nizagara ingredients in meth micardis telmisartan dose cipla silagra reviews erectile dysfunction pills online ciplafield eas req statusuri buy alli australia generic drug sales onlline online pharmacy baku promethazine hcl tabs eldepryl and demerol interaction apetamin p cyproheptadine how much should viagra cost at costco prometrium progesterone suppositories non prescription doxycycline noroxine posologie ataraxnorstan buy treatment for chlamydia periactin otc lasix 12 5 mg for dogs yellow secure tabs authentic drug store micardis medication ferility drugs for sale in canada nizagara gold 120 purchase levitra with check discount toradol medication toradol medication dosage why is no one selling alli floxin drops flagyl antibiotic used to treat sinusitis non rx ed drugs canadian cialia suprax 400mg no prescription plavix coupons or free mobicool power cooler predizone without a prescribtion budesonide side effects in toddlers clavamox for cats treatment alli online shopping in canada xenical side effects palpitations tantalum carbide powder salbutamol sulfate drug legal online pharmacy united states generic estrace pills lotrel generic drug cialis shivam metazole tablets with keyboards paroxetine 20mg buy online sialis tablets with keyboards atarax medicine classification ketazol tablets with windows wholesale viagra chaina 100mg viagra dosage recommendations ranbaxy eriacta 100 reviewserythroxescortsesopranesotidesquina buy zoloft onlne no pre cheapest viagra soft 100 mg minocycline 100 mg capsules for dogs buy clomid without prescription oxybutynin 10 mg cialis direct mexico thalidomide multiple myeloma dexamethasone metoprolol er 25 mg coupons lasix overnight delivery isotretinoin canada fanegada definition of respect secure buy cialis online europ procalisx ingredients in tylenol levoxyl recall 2013 zyrtec side effects in children hi tech pharmaceuticals dianabol reviews homemade pheromones to attract men www canadian hesalth trileptal side effects medication cialis kaufen 10mg cheap albuterol inhaler holy cross rc church cottingham clavupen 100 min ovral 28oxazepam caffeine and pregnancy effects cheap online nolvadex caffeine pills for sale strattera drug info motilium online uk aricept drug card phenergan medication uses tadapox reviews fifty internet drugstore dyazide side effects taking amerimedrx coupon codes novolog insulin sliding scale donde puedo comprar priligy viagra za zene fluoxetine hcl 20mg caps minoxidil 2 topical treatment for women how much is propecia at pharmacy metrogel for rosacea price metronidazole obat apa synthroid side effects synthroid and weight loss viagra usa store 689 buy liquid antibiotics online cordarone prospect park starcef cefixime for gonorrhea ibuprofen for dogs veterinarianimiquimod buy antabuse online buy synthroid from mexico cardinal health products allegra d side effects medication erection pill samples cuvarlix review of fifty pharmacy rx one reviews cialis in walmart olanzapine withdrawal headache clozaril blood monitoring guidelines myambutol medicine shoppe viagra coupon walmart arava side effects stomach pomegranate juice where to buy passion rx in canada eutirox 50 efectos secundarios what is tizanidine 4mg zanaflextolchicinetopiramate lamotrigine medication guide diclofenac sodium online drug store without prescription medrol 4mg dosepak for dogs buying somas from canada arcoxia 120 mg tablets caja con 7 cialis c80 cheap cialis extra strength erectalis review pros and cons of evista for osteoporosis online generic viagra reviews catafast sachets packaging genuine cialis from canada beprogel scalp pain buy coversyl online canada viagra fast delivery uk buy levothyroxine buy lexapro 20 mg online paracetamol contraindication pregnancy xenical side effects hair loss fluoxetine hcl 20mg information prazosin side effects weight gain ibuprofen dosage chart for kids paroxetine hcl 20mg street value