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”.

LINK

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.

viagra kobra 100mg order Cialis Tabs quality generic cialis lisinopril hctz 30 mg zithromax online apotheke 50 mg clomid triplets viagra generico cinfa generic augmentin sizes cheapest female viagra 20mg cialis worth doxycycline 100mg effects acheter cialis 2.5mg durata cialis 10 mg cialis 20 mg eu generico do synthroid prednisone 20 mg merck cialis 5mg eu viagra genericas comanda cialis 10 mg generic valtrex reviews buy levitra 100mg genericos de celebrex mexico buy viagra dubai generic viagra nolvadex research buy vibramycin 100mg doxycycline viagra sordera cheapest generic propecia clomid 200 mg pcos viagra spain buy cialis 20 mg reviews clomid 250mg success 5mg cialis dose doxycycline mail order cipro tendon disorder buy viagra cambodia import generic viagra 5 mg cialis india order periactin canada 5mg cialis dosage levitra generic forum phenergan creme buy 200 mg zoloft overdose official viagra online wellbutrin 100 mg xl viagra online bulgaria cialis mg 200 40 mg lasix potassium melhor viagra generico zoloft generic brand generic propecia brands 10 mg lasix bodybuilding their generic celebrex manfaat diflucan 150 mg 50 or 100 mg clomid lexapro 10 mg pregnancy doxycycline bipolar disorder diflucan online order nexium buy online clomid generic philippines augmentin 625 mg breastfeeding kamagra cheap online cytotec pastillas 200mg cialis women generic venda viagra online strattera 10 mg cost online medication cialis propecia nz buy erythromycin to buy buy zithromax 250 strattera 100 mg buy drinking prednisone 20 mg lisinopril 20 mg alcohol online viagra legal doxycycline dosage 150 mg cialis 10 mg bugiardino cialis sicuro online generico viagra cialis 20 cialis mg tadalafil cialis online affidabile lisinopril 2.5 mg buy cialis in order cialis online cheapest viagra 50mg prednisone 50 mg sciatica cialis generic 50mg clomid 100mg grossesse valtrex generic ingredients buy lexapro generic cialis and 2.5 mg metformin online order metformin panic disorder buy clomid medication actavis wellbutrin generic zoloft anxiety 50 mg viagra lloyds online xenical 120 mg bijwerkingen 40 mg cialis generic xenical buy winnipeg buy cialis 20 mg mg in viagra buy viagra liquid generic lexapro teva zithromax sirop 300 mg cheap viagra 200 mg diflucan online dreampharmaceuticalscom lexapro 1 mg diflucan online ordering doxycycline doxy 100mg celebrex 200 mg bula viagra 7.5 mg 2.5 mg lexapro 4 weeks wat kamagra 100mg kamagra online romania skachat propecia 1mg buy diflucan usa 40 mg lexapro withdrawal lisinopril online generic mg of prednisone losartan hydrochlorothiazide 50 mg metformin pfizer 1000 mg generic strattera paypal generico cialis venezuela nexium prices 40mg cytotec online order bactrim 600mg generico viagra 50mg prednisone 1 mg dog inhaltsstoffe cialis 20mg florida buy viagra take 2 20 mg cialis starting zoloft 50mg buy cialis 2.5mg order clomid is zovirax generic kamagra wieviel mg propecia 1 mg online viagra 25mg 50mg strattera generic drug cialis 200mg tab lasix retard 30 mg lexapro 15mg price 50 mg clomid 100 mg buy valtrex generic cibla generic propecia lasix generic name buy Cialis 10 pills walmart viagra 50mg zithromax 1000 mg iv kamagra gel online generic viagra flashback buy 25 mg viagra buying zoloft online 59 propecia finasteride 1mg lisinopril 10 mg e101 celebrex generic india nexium 40mg programa cialis cheap 5mg generic zoloft 25 mg viagra 25 mg opinioni propecia to buy generic viagra ciplachennai 5 mg cialis 2 pills nexium generic prilosec erythromycin 250 mg filmtabl zovirax 50mg creme 500mg cipro toothache buy kamagra california clomid cheap uk bijsluiter viagra 50mg generic lisinopril oral 50mg clomid failed levitra to buy buying cialis 10mg levitra 10mg kosten generic lexapro paxil cheapest viagra real celebrex going generic cheap xenical online generic propecia pakistan koreas generic viagra viagra generico eurofarma order viagra line cialis 80 mg bali propranolol 40mg tablet viagra 50 mg opinioni zovirax generic cream citalopram 40 mg daily medicaments cialis 5mg 10mg levitra cheap generic xenical celebrex 200 mg dose concor viagra 50 mg brand cialis 5 mg celebrex online australia online cialis sale 1500 mg of metformin cheap cialis online .50 buy lasix tablet purchase viagra 25mg buy levitra 5mg viagra generico pacheco doxycycline tc 100 mg cipro 100 mg im generic viagra laws buy 100mg viagra nexium 20mg pret lisinopril hctz 40 25 mg 5mg lexapro panic viagra buy cheapest cialis 15 mg mexico generic rx lexapro buy cream viagra posologie cialis 10mg nexium generic wikipedia propranolol 10 mg daily amoxil bd875mg cialis 10mg pret amoxil 500 mg usos viagra tablet 100mg celebrex 200mg beipackzettel buying propranolol online viagra soft generico metformin atid 1000mg kamagra 25mg review prednisone 400mg generic zovirax buy diflucan buy pharmacy lisinopril 10mg buy metformin 1000 mg kosten levitra 20 mg geneic celebrex generic medicine medicamento nexium 40mg order pfizer viagra levitra de 5 mg cialis lilly 40mg generic viagra 200 mg posologia lasix 25 mg nolvadex 30mg doxycycline buy vietnam hydrochlorothiazide 25 mg po erythromycin dosage 250 mg generica cialis paypal prednisone 60 mg tablets bula bactrim 400 80 mg levitra generico 10 mg cialis 200 mg canada online levitra kaufen clomid 150mg success bula lasix 40 mg viagra 10mg price wellbutrin 150 mg tb cialis 40 mg aust lisinopril cheap buy priligy generic viagra generico ricetta generic levitra difference viagra online sales indo metformin 500 mg tetracycline cap 250 mg four 5mg cialis levitra 10 mg fta 4 cipro registrations online strattera 100mg price webmd generic viagra 5mg levitra online buy xenical uk buy cialis online 32 metformin hexal 1000 mg cialis 5mg canada synthroid medicine online tetracycline 500 mg discontinued cialis premium generic zovirax 10 mg buy clomid 500mg doxycycline mg chlamydia tab propranolol 10 mg lisinopril 80 mg daily strattera 80 mg cost metformin 1000 mg overdose diflucan capsule 100 mg bactrim generic pink lexapro 20 mg anxiety lexapro 5 mg acne buy cialis wholesale condom viagra buy generic nexium manufacturer 100mg clomid statistics levitra 20 mg walmart cialis 50mg shop vegetal viagra 100mg zithromax 1200mg prices cytotec de 200mg strattera buy philippines order doxycycline usa cipro 1000 mg online viagra risks buy generic glucophage order site viagra buy levitra buy nexium amp. 40 mg buy viagra chennai propecia tablets cheap zithromax online canada tabletki xenical 120 mg viagra buy nottingham gebruik kamagra 100mg buy cipro 500mg lasix vs generic viagra online vipps lisinopril 12.5mg safe cheap cialis nexium 40 mg india viagra overdose 200 mg buy propranolol 10 mg get cialis online metformin 500 mg kinderwunsch cialis 20mg versandapotheke 20 mg levitra prices buy wellbutrin australia diflucan 150 mg capsule 10mg lexapro alcohol buy xenical australia erythromycin 500mg chlamydia order levitra canada amoxil order online levitra cheap online 250 mg cipro kamagra 800mg tabletki metformin actavis 500 mg propranolol 80 mg lp levitra 20 mg doses lisinopril online generic cialis 20 mg comprimidos strattera 100 mg generic 20 mg citalopram buy viagra france lloyds viagra online xenical generico emagrece erythromycin 400 mg dosage cialis 20 mg portugal nebenwirkungen metformin 850 mg kamagra order cialis bactrim 1 mg buy viagra online buspar cialis buy montreal lexapro 10mg weight generic lexapro online zoloft 100mg pret cheap hydrochlorothiazide cheapest uk cialis order internet cialis cialis canada 20mg taking 2 50mg zoloft buy cipro antibiotic cialis online legal nexium 40 mg effects cialis 10 mg effectiveness generic levitra real generic viagra 25 mg generic viagra manufacturers xenical china online the cheap cialis phenergan im 25 mg generic propecia online clomid steroid online zithromax 900 mg amoxil bd 875 mg generico zovirax crema strattera 80 mg price taking cialis 30 mg celebrex 200 mg r clomid success 150 mg have 5 mg cialis propranolol 80 mg overdose 4 cialis 5mg existe generico viagra online pharmacy prednisone cheap celebrex prescription cialis 40 mg einnehmen generic shop kamagra glucophage retard 1000mg lexapro 10 mg 10 weeks order free viagra prednisone 60 mg surgery generic doxycycline online levitra 10 mg lutschtabletten cheap wellbutrin zithromax 40mg ml 40 mg cialis online canadian 500 mg viagra bactrim 960 mg augmentin 500mg 62 5mg generico lexapro mexico zithromax 4x 250mg buy clomid 25 online nexium 40 mg alkohol philippine generic cialis lisinopril dosage 10mg lexapro 5mg used cialis generico recensioni diflucan 100 mg zithromax 250 mg monodose instructions 20 mg cialis 12.5 mg zoloft enough levitra 20mg testbericht buy cialis cheap cipro 500mg prostatitis viagra 100 mg prezzi glucophage 1500 mg generic priligy manufacturer wellbutrin purchase online prednisone 50mg pregnancy 100mg diflucan kamagra 50mg kaufen citalopram 40mg indicacoes generic xenical orlistat doxycycline 100mg dosering 110 mg prednisone overdose lasix 40 mg comprimidos wirkung levitra 5mg diflucan 150 mgs valtrex generic efficacy viagra online erfahrungen amoxil online cheap buy usa viagra buy viagra penang viagra 50mg strength amoxil 250 mg liquid tem viagra generico zoloft od 100mg doxycycline 150 mg acne buy valtrex medication levitra nombre generico buy cialis japan lisinopril 40 mg info cheap viagra missouri order lasix tablets viagra 25mg testimoni online viagra warning propranolol tablets 10 mg doxycycline biogaran 100 mg kauf viagra online metformin 1000 mg xr uk viagra buy buy lisinopril viagra buy oonline viagra buy turkey dosage augmentin 500mg valsartan hydrochlorothiazide generic pfizer viagra 150 mg cialis cheap pharmacy buspar 100mg acheter levitra 10 mg medicamento xenical 120 mg hoeveel mg nolvadex 5mg prednisone safe 125mg viagra viagra online testimonials lisinopril 40 mg tablet buy synthroid 100 mcg doxycycline 50 mg bid augmentin 400 mg dose doxycycline 500mg capsules lexapro reviews 10mg clomid 50 mg prezzo wellbutrin xl 225 mg cialis 20mg order metformin sr 850 mg lisinopril splitting 2.5mg buy cialis edrugstore buy cialis italy lexapro 15mg laboratorio viagra 100mg doziranje forum generic cialis lasix 500 mg tablets 20 mg lexapro withdrawal viagra generic march 2012 levitra 20 mg break order glucophage xl buy zithromax walmart levitra 10mg information 600 mg wellbutrin overdose buy nolvadex online 2013 levitra 20 mg dosis online viagra herbal buy 1 gramm zithromax viagra 50 mg faydalari buspar 15 mg price nolvadex 10 mg use viagra online wien harga lasix 40 mg valtrex online canada why 40mg lexapro cheap online viagra kamagra buy bangkok clomid mg ml cheap kamagra ireland buy viagra singles