Going digital: Love, Sex Aur Dhokha!

By Hindustan Times

Mumbai, April 5 -- Moser Baer Entertainment has released the DVD of Love, Sex Aur Dhokha within 10 days of the theatrical release. Rarely has it happened that a film has been released for home entertainment so quickly, after its theatrical release.

Says Yogesh Saini of Moser Baer, "It pays to release the DVD of a movie so fast after a theatrical release. What we have done is for our advantage." Previously, films which did badly at the box office were launched on DVD at a faster rate. Over the years, this trend had changed, considering the fact that Love, Sex Aur Dhokha is doing well at the box office.

On an average, the DVD of a film is out, a month after the film releases in theatres. The fastest film to be ever out on a DVD is Deewangee, which was released by Shemaroo on a Monday, four days after the film's theatrical release. The DVD launch had come as a surprise since the film was faring well at the box office. Killing piracy

Says Hiren Gada, of Shemaroo Entertainment, "Releasing the DVD of a film is a huge logistical exercise. The decision to launch it on DVD is taken according to the box office results of a movie. We had taken a calculated risk, after taking everyone associated with the film into confidence." Adds Yogesh, "We have tried to kill piracy. This is the future of the DVD market. Nowadays, a film becomes perishable after a month. Word of mouth affects sale. So it's in our interest to release it early."

During the video cassette era, a VHS tape used to be released on the same day. Adds Gada, "Films like Parinda, Hum and Tezaab were out on the same day. Sometimes, in the interiors of the country, if the first day, first show was at 3 pm, the VHS was already out at 11 am," This may be the trend for future DVD releases. "Earlier movies would premiere on satellite television after six months and now, it's two months. DVDs would come out in two months but now it's one month. In the immediate future, it will be the same day as the theatrical release," confirms an optimistic Yogesh. But Amita Naidu of Eros, which is a major player in the DVD market has a different view.

"We haven't released any DVD 45 days before the theatrical release. Other manufacturers may be releasing it faster to keeps pirates at bay but there are factors also which need to be taken into account."

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