Kerala - Kochi

Now, city suburbs too offer film-lovers a chance to see latest releases

KOCHI: Sreekumar and family left their car at home and walked across the road to watch Minnaminnikootam, director Kamal’s new release, at Sreekala – their neighbourhood cinema hall in Thripunithura.

A bank employee, Sreekumar would have had to travel at least 10km to watch the movie, if it was screened only at Savitha theatre in the city. He would have even dropped the idea of watching the movie in the city theatre because of the increased price of petrol.

But things have changed and Sreekumar’s family enjoys strolling over for the second show at either Sreekala or the nearby Central theatre in Thripunithura. And that too on the day of release itself.

Like them, the number of film buffs in Ernakulam district watching their favourite movies on the release day has gone up, thanks to the Malayalam film industry’s decision to increase the release centres for new releases.

From the age-old tradition of limiting a new release to just 45 ‘A’ class theatres in the State, films are now being screened in more than 80 centres simultaneously. The decision came after the ‘B’ and ‘C’ class exhibitors and producers voiced support for doubling the release stations.

Producers said the aim is to collect maximum returns by releasing the films in the maximum number of theatres. They also hope to curb video piracy by supporting this move.

Pirated CDs of a movie will be available by the time a new movie is shifted from an ‘A’ class centre to the ‘B’ and ‘C’ class centres after 50 days. By releasing new films in maximum theatres, producers want to plug the spread of pirated CDs in small towns and rural areas.

Earlier, a family in North Paravur who wanted to watch their favourite movie in the first week of release had to travel all the way to Ernakulam city.

They can now watch the latest movies in Shafas theatre in North Paravur.

Exhibitors in ‘B’ and ‘C’ centres had suffered losses, as people, who could not wait for long to watch their favourite stars on screen bought pirated CDs for around Rs.20.

A family of five members could save at least Rs.300 by purchasing a pirated CD and watching it on their television sets.

Producers also hope to rake up their returns by selling the television rights of the movie within a year of release.

Earlier, they had to wait at least for two years to telecast their movie in television channels.

The increase in release stations will help in reducing the number of days a movie is shown in ‘A’, ‘B’ and ‘C’ centres. Producers are also happy about the fact that the advance given by the increasing number of exhibitors in the pre-production stage would help them considerably.

Exhibitors in the small towns are also happy and are getting ready to improve the facilities offered to the audience.

Some of them have plans to air-condition their cinema halls.

A section of the exhibitors has already switched to digital screening. The digital route is also helping them cut costs.

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