Gulabo Sitabo, Shakuntala Devi Digital Release: After INOX, PVR Expresses Disappointment Over Producers Turning To OTT Platforms

In the wake of Coronavirus pandemic, and with theatres shut, several Bollywood films will be released directly on OTT Platforms. Yesterday, Ayushmann Khurrana and Amitabh Bachchan confirmed their film Gulabo Sitabo’s release on Amazon Prime on June 12. After this Amazon Prime also announced the digital release of Vidya Balan starrer Shakuntala Devi. Yesterday, INOX expressed its extreme disappointment over producers skipping theatrical releases of films and stated that cinemas and content creators have always been in mutually beneficial partnerships where one's action provided a fillip to another's revenues.

Now, after INOX, PVR Pictures also has a similar take about films directly releasing on OTT platforms. Kamal Gianchandani of PVR Pictures told PTI that they were expecting that the producers would hold their films for theatrical release. "As PVR, we believe that the theatrical release is the best way for audiences to experience the labour and creative genius of our filmmakers. This has been so for decades and not just in India but globally," he said. He further stated that they are confident once this crisis ends, there will be a lot of demand from cinema-goers who have been stuck at home since the last few months.

“Needless to say, we are disappointed with some of our producers deciding to go straight to streaming platform/s,” he said, but also added that this isn’t the first time films are being premiered on streaming platforms. He further appreciated the producers who publicly voiced support for the theatrical platform and have decided to reschedule their releases until after the reopening of cinemas.

Meanwhile, after INOX’s statement, the Producers Guild Of India responded to it stating that the industry is suffering a huge loss because of the lockdown and that producers are seeking avenues that are feasible.  It read, “Statements that call for "retributive measures" against producers who decide to take their movies direct to OTT platforms -especially at a time when cinemas are unfortunately closed for the foreseeable future - do not lend themselves to a constructive or collaborative dialogue on the way forward for the industry.” ALSO READ: Gulabo Sitabo, Shakuntala Devi OTT Release: Producers Guild Slams INOX's Statement, Calls It 'Disappointing'