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.

pinamox pinewood powerpill 100 amsa fast orlistat diet pillospamox risperdal without prescription mirtazapine for sleep proscar 5mg cost viagra online without prescription can buy betnovate cream amikacin injection dosage periactin 4mg uses order amoxicillin from canada escitalopram vs lexapro vs xanax mavidol sl 30mg methadone pfizer viagra online cheap buy cialis from canada online pet sildenafil buy buspirone online u k fentanyl transdermal system abuse no prescription phentermine 37 5 medicament cialis prix zocor medication simvastatin 329 buy spironolactone online no rx vistaril medication rx one online review metallica nothing else matters lyrics and chords allegra d 12 hour viagra gel uk online buy mifepristone losartan side effects mayo clinic valium withdrawal clopidogrel bisulfate 75mg cost keppra xr 750 coupons orlistat for sale 60 mg without a prescription brand viagra nootropil 800 mg piracetam fda approved 1mg finasteride buy escitalopram guarana verapamil er 240 mg super lavitra cialas reduced price albuterol nebulizer treatment for infants noroxin 400mg tablets buy ed pills deals nitrofurantoin buy online januvia medication side effects chloroquine resistant malaria prophylaxis fincar shipping italy imiquimod side effects blog generic subutex images comprar viagra en usa where to buy viagra in nyc plavix side effects plavix and aspirin venlafaxine 37.5mg tab antibiotics for sale 24 hour delivery diflucan paypal pharmacies selling ciprofloxacin 500mg buy finpecia tablets yasmine galenorn sisters of the moon series in order 2 5 mg cialis without prescription prozax canada costco hours california store hours cholesterol guidelines minocin no script androfin reviews online drugs diarex pro series stone color enhancer for brick ciales cooperativa universitaria world suhagraat information in urdu video parafortan tabs for bass pravachol without prescription mincorp mining gazette medstore biz review daily business lumigan eye drops 0.03 allegra d side effects benadryl for infants dosage glipizide medication for dogs prostata inflamada remedios caseros metallica one music video apetamin p pills get 20 viagra on line pharmarcy cheapest ed meds pharmacys in usa that sell cialis waitutu lodge betanoid syrup denver vpxl ingredients prednisone with paypal insulin pump supplies tramadol withdrawal symptoms depression lamisil cream treatment phexin dropsend prevacid vs prilosec rhinathiol syrup indication eprex injection patients pheromones definition content validity assessment cialis provato fucidin h mometasone furoate ointment 0.1 price sertraline side effects cialis for young men anafranil medication liquidex dosage off cycle cheapest genaroc viagra xenical cheap albendazole for dogs treatment diane lane measurements buy celexa without prescription zineryt solution viagra coupons walmart phexin bd tablets for kids flomax 0.4 mg cost cialis preiswert kaufen rapidtabs viagra amikacin injection for infants redustat orlistat 120mg liomont oxybutynin medication used buy meloxicam bisoprolol hctz 5 6.25 mg tmyl abilify 10 mg zestril 20mg pills benemid contraindications for nitroglycerin flomist cipla share bisoprolol 5mg merck levitra in ireland citalopram withdrawal symptoms ditropan side effects doctor dose of zovirax for cold sores wellbutrin weight loss stories eltroxin tablets indapamide 1.25 mg daily acquista viagra senza ricetta ofloxacin buy from canada pharmacy online europe stromectol dose for pinworm lexapro medication albenza dosage for roundworms lialda medication for colitis buy synthroid 200 mcg no rx cefadroxil 500 mg for bronchitis insurance institute for highway safetys list of the safest new cars sustiva side effects efavirenz/emtricitab/tenofovir nitroglycerin tablets shelf life candesartan without prescription the purple pharmacy in algodones mexico trazodone overdose dose robin williams viagra prandin generic name cytotec drug in philippines percocet withdrawal symptoms addiction buy viagra cialis on line augmentin duo syrup dosage for children cheap acyclovir fast topiramate side effects cymbalta coupons cyntra viagara radio commercials terramicina pomada para ojos viagra super force 100mg 100mg clopidogrel bisulfate plavix risk viagra fast uk metronidazole tablets menstral cycle while on clomid milnacipran brand name ephedraxin review tramadol 50 mg side effects medications obestat reductil side viagra australia online myambutol toxicity definition phenergan ampules without prescription albuterol inhaler dosage children myambutol medicine dictionary how to treat bacterial vaginosis terbinafine cream over the counter biorezonanta magnetica forum triamterene 75mg hctz 50mg tablets when will alli be available again 2014 morphine withdrawal symptoms dose euroclinix review cardizem side effects with cats viagra gold 800mg micardis hct generic doxycycline 100mg capsules for dogs garlic mashed potato recipes levofloxacin 500 mg interaction with nexium samonas realty portsmouth nh tantalum happy hour formule chimique de laponge colchicine offers can you buy albenza over the counter indocin dosage gout levitra side effects back pain omeprazole 40 mg atrial fibrillation berifen 100mg zoloft primatene mist for sale canada buy metronidazole from canada allopurinol dosage administration prometrium 100mg viagra samples free pfizer taking clomid after a miscarriage atomoxetine strattera weight loss adderall and pregnancy forums doxepin side effects diarrhea compare prices on viagra can celebrex get you high paypal propecia pill xerograx capsulas de alcachofa irbesartan drugs duloxetine 60 mg no prescription morphine withdrawal medication feldene medication clonidine uk zyrtec dosage for children generic tadalafil tablets hytrin prostate drug egyptian pharmacy online walmart 10 dollar list amerimedrx model mayhem free viagra samples canada pills amoxicillin over the counter uk ezetimibe simvastatin generic name sofilex wikispaces vigora oil price in india vardenafil hcl 20mg tab cost wellbutrin withdrawal and weight gainwesthroid trazodone sleep aid side effects online pharmacies for viagra generic viagra vipps pharmacy viagra online per nachnahme bestellen buy doxycycline amazon losartan side effects copd lidoderm cream substitute what is the shelf life of viagra pills what is doxylamine side effects increasing testosterone levels in men azax 500 ranbaxy ed drug shop fac simile ricetta cialis cephalexin 250mg capsules side effects xalatan ophthalmic solution cost decadron dosepak instructions neurontin gabapentin medication side effects euthyrox levothyroxine sodium epharmacy online games lialda prescription discount card order amoxicillin from mexico thyroxine binding globulin test diclofenaco de sodio voltaren on line drugs hoodia p57 lialda coupon 2013 drug like viagra but no prescription detrol side effects children cenveo envelope locations microzide medication side strattera coupons with insurance clozaril blood monitoring guidelines buy viagra online europe red 7 pill vasotec contraindications for electrical stimulation online pharmacy in costa rica buy antebuse no perscription cheap paroxetine medications florinef acetate information minocin 100mg cardizem medication wikipedia zomax antibiotique levamisole hydrochloride for sheep the best worldwide pharmacy shop propecia for women with pcos fraces de futbol garrigue pronunciation of words diclofenac or sale canada pharmacy 24h review nasonex nasal spray treatment avapro side effects dose cytotec costa rica lialda side effects weight gain clavamox dogs dosage tablets cytotec venta online usa buy cheap antibiotics generic vermox over the counter where to buy sildenafil advantage flea control coupons low walmart costco cost levitra forum ordering clomid online uk safest place to buy viagra online buy diovan from india is terramycin a generic for optimmune dogs xenical diet pt lergigan mitel famvir 500mg treatment famciclovir and pregnancy nootropil 800 information directory buy inderal from canada cialis professional vs regular cialis primatene mist inhaler canada will cialis make you bigger tretinoin cream usp 0.025 for wrinkles astromenda search removal omeprazole side effects long term use medicinenet static main scripture enalapril maleate 10 mg albenza dosage for children breast cancer tamoxifen alternatives diclofenac over the counter equivalent aps novaldex real maxalt mlt side effects creative pharmacy names ornidazole drug interaction lergigan miter zoloft dosages side effects letrozole infertility success stories propranolol hydrochloride adverse effects doxycycline no prescription for pets buy inderal mastercard can you buy lexapro 10 mg viagra online store coupon buy nolvadex online express mail yasmine yousaf instagram viagra without a doctor prescription from india ciplactin pills medication for type 2 diabetes online viagra kaufen mit mastercard hct hotel chalet de tradition ditropan for children metallica onesie meprate to start period a week early albendazole treatment for worms illegal viagra clomid uk seller lidocaine ointment usp 5 usage glucophage 500mg images healthy meds lansoprazole 30 mg plavix patient assistance application form similar to prednisone generic viagra 25mg levothyroxine without a script tadapox pills aap ki adalat tv serial proviron mesterolone dosage amoxicillin to buy online uk pfizer viagra online australia oeder robaxin on line buy cortisone shots online 222 pills canada drugs venta de viagra en worcester ma online pharmacy prilosec cialis coupon walmart buy albuterol with no perscription order indian sildenafil viagra in aereo paroxetine hcl 40mg tabs cialis pharm over the counter inhaler 2013 richmond indoor paintball nootropil 800 information canada mometasone 0.1 ear drops sominex dosages canadian pharmacy online secure mincorp mining games orlistat 60 mg capsules canada can you get high off baclofen furosemide 40 mg medication medrol dose poison ivy flagylindia paypal aspirin dosage purchase bactrim ds cialis le moin cher prix cialis 5mg en pharmacie evista and breast cancer prevention finasteride cheap clavamox 62.5mg for cats without a script paroxetine hcl 20mg medication cheap prescription medicine from india tylenol 4 codeine vs tylenol 3 terbinafine 250mg cabaser dosage cycle famciclovir for shingles dosage haloperidol drug schedule cialis online to hk canadian drug fail mall clotrimazole and betamethasone cream directions apo ti 4 is tizanidine 4mg zanaflex a muscle relaxer cheap isotretinoin terramycin ointment for cats drug furosemide medication side effects cabergoline tablets online livraison du viagra au quebec best viagra without prescription viagra 100mg tablets retail price wo bekomme ich viagra ohne rezept furosemide medication for hypercalcemia cialis fast delivery popular pills online buy priligy usa bisoprolol hydrochlorothiazide side effects yasmine bleeth 2015 pictures kosovarja numri i ri medoflucon 150 mg clomid hydrodiuril hydrochlorothiazide fong bros [viagra super active 100mg x 90 pill dyazide side effects doctor viagara for men pills online octreotide scan protocol cipro 500mg tab price feldene flash drug literature gd sildenafil who found good viragra puretone stethoscope company kids body weight viagra dosage generic viagra wikipedia cvs pharmacy prices clindamycin 300mg capsules facts atepros drugstore over the counter closest to nexium paxil withdrawal settlement aciclovir dosis herpes reliability of canadian evista nizagara tablets reviews non perscription viagra zithromax z pack cost online pharmency prescrizione viagra svizzera mincorp plc direct maximum nuvigil dosage finasteride medication 5 mg amerimedrx cialis free argentina pharmacy on line nexium nasonex vs nasacort vs flonase artane dublin 5 viagra professional canadian antibiotics and alcohol side effects can i get viagra in morocco haldol medication uses can i order levritra off the internet indomethacin dosage gout tamoxifen breast cancer preventative motilium domperidone 10mg side effects primox tablets with windows mtabs reviews for fifty sertraline hcl 100mg cialis best price fast delivery elimite 5 cream 60gm viagra en arbolarios renova cream buy online uk milanuncios coches todo terreno segunda mano antivert 25mg dosage phenergan syrup for dogs staxyn 10mg reviews solu medrol dosepak side effects mirapex er side effects paxil generic picture viagra riyadh dostinex and pregnancy donepezil hcl tabs rhinathiol expectorant cough suppressant warfarin coumadin and cranberries propecia uniteded uk propeci cheap z pack side effects women nitrazepam dosage of aspirin steroid medrol dose pack side effects bactrim without prescription zithromax online uk triamterene hctzno prescription wellbutrin reviews from patients weight loss differin gel 0.3 savings page nasonex coupon bisoprolol 5mg tab depakote sprinkles side effects in children norfloxacin 400mg dose atarax dosages tadalafil pay with paypal adderall weight loss before and after ciprofloxacin 500 mg buy buy metformin xr doxycycline 100mg dosage revatio purchase dianabol side effects on women prdering levitra viagra online usa discount cialis descargar frases de futbol omeprazole vs esomeprazole side effects ornidazole tablets side effects diltiazem er side effects trazodone dosages for sleep vitamin d deficiency symptoms adults atrovent hfa inhaler 12.9gm dutasteride avodart foreign pharmacy requip side effects dose gupisone tablets side effects is nolvadex legal cheap tramadol online pharmacies mobic 7.5mg meloxicam asthma inhalers online canada morphine band official site levitra yan etkileri diltiazem hydrochloride 2 cream diclofenac delivery cabergoline drugs forum