Aamir Khan’s starrer ‘3 Idiots’ will be released on YouTube 12 weeks after the theatre release.
Owing to the deal between 3 idiots producer and YouTube, one would be able to download the movie (for a price) after 12 weeks of the release. Vidhu Vinod Chopra, producer of the movie has taken this bold step owing to the piracy challenges.
Winds of Change?
First and foremost, this is a bold move by any Bollywood producer to embrace the digital platform for movie release (also see: Digitization of Indian Cinema), but the smart move is not just the multi-platform launch.
3 Idiots movie producers have hiked the cost of movie tickets by 35%, so essentially they will extract the cost in three months and make it available for a nominal price later.
YouTube vs. DTH
“I’m providing this facility for those who can’t see it on big screen and watch pirated movies. I just want them to discourage pirated prints. They just need to wait for 12 weeks and after that they can legally download the movie and watch it. Tomorrow if there is a facility to watch movies on mobile phones, the film will be available there but in appropriate time. We can’t harm our theatrical business by releasing at DTH”- Vidhu Vinod Chopra
Earlier, couple of Bollywood movies have been released on DTH and while YouTube launch sounds democratic in nature (everyone is invited), do you think they is a mere PR exercise?
Downloading a 3 hour movie from Youtube – Given the broadband penetration, only the premium crowd can really afford to do this. And this crowd’s spending powers is pretty much showcased at shopping malls and multiplexes (and is paying 35% more ticket price).
So is this merely a PR exercise? To create buzz (those who really want to watch the movie will watch the movie and will do so in the first few weeks of launch).
Moreover, movies are pirated within the first few days of launch and unless production companies do not make the movies available during this ‘moment of truthful piracy’, I am not sure how much of sense does such initiatives make.
Who is the fourth idiot then?
What’s your take?
Recommended Read : Piracy – Is it really bad? Not really
Also see: Carry Bollywood Movies in Your Mobile | Review of 3 idiots movie