Pay Per View

Ratan Jain

Producer

It may have come to light only now but producers have been paying multiplexes for running the promos for almost a year. I paid for Tezz last year and I have noticed many similar instances with other producers.

Multiplexes are businesses, much like ours and they decide to charge for showcasing theatrical promos. But this is very wrong. Theatre owners do not realise we are running promos of films that we will show in these very theatres. Then why charge us for it? We are merely trying to bring an audience to watch our film by paying for it to the theatre owners. Then why are we being penalised for what will benefit them?

In the film industry, where independent, and small-budget films are being promoted, this rule is going to hit the makers of such films the most. They make films on shoestring budgets and they have very little money to promote and market their films. Would such a rule not eat into their marketing budget, especially if they wish to reach out to multiple theatre chains in more than one city? Firstly, theatres have high-ticket prices for their films and secondly, they want to make it tougher for these films to get promoted. That is unfair.

But the multiplexes should not assume that paying them for running our promos is the only way we can promote our films. We can actively look at television and new media for doing the same. We are exploring other options and talks are currently ongoing. Television, in fact, has a wider audience and reach, which will

benefit producers.

Ashish Saksena

COO – BIG Cinemas

I'd like to clarify that BIG Cinemas isn't charging producers for their promos. I don't believe that any multiplex is charging producers for putting up their promotional material such as posters and standees.

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