Anil Ambani-led Adlabs Digital Cinema is in talks with multiplex players and stand-alone theatres across the country to dole out cinema distribution services over cable wires. The company hopes to leverage the 80,000 km optical fibre network of sister firm and the country?s largest CDMA mobile operator Reliance Communications Ltd.
The move will enable Adlabs to release movies simultaneously on 500 screens across the country, a feat virtually impossible in the conventional distribution system. Once it happens, India will become the first country to commercially use the technology although the same has already been tested in US in 2000 and Japan in 2005-06.
Patrick von Sychowski, COO, Adlabs Digital Cinema told FE, ?This will enable producers and distributors plan a simultaneous release of films in metros as well as tier II and III cities.? This will transform the current film distribution landscape in the country, where staggered release is the norm, he added.
Traditionally, a single film print may cost around Rs 60,000-70,000. Therefore, planning for simultaneous release of 100 prints for 100 centres translates into huge film print costs. There are other expenditures incurred in shipment of the prints which further escalates exhibition cost immensely.
As a result, films are first released in large centres and and proceed to smaller centers two-three weeks later. At times, film prints are damaged during transportation; they also get withered due to repeated playing by the time it reaches smaller cities.
?Digital distribution will be secure and reliable, free of headaches arising out of flight delays and possible films print damages resulting from law and order problems,? said Sychowski.
Exhibitors currently don?t release prints in smaller centres, partly out of fears of rampant piracy. Adlabs claims that its technology will help curb the piracy menace as well. Asked about the cost implications, Sychowski said that since extensive RComm cable wires have already been laid, the only cost to be incurred is to lay cable till the final destination.
When queried about the price differentials between the conventional distribution system, digital distribution system based on satellite technology and optical fibre, he said it is difficult to assess it.