Multiplex Association urges actors, producers to hold films for theatrical release

Multiplex Association of India (MAI) has appealed to studio partners, producers, artistes and content creators to support cinema exhibition sector by holding ir films and releasing m in atres once y're opened again.

India is currently under lockdown with around 1.3 billion people asked to stay home in view of coronavirus outbreak.

re were rumours that several films are looking at a direct-to-digital release amid lockdown, including Akshay Kumar starrer "Laxmmi Bomb".

In a statement, MAI requested producers to "respect exclusive atrical window."

"MAI would like to urge all studio partners, producers, artistes and content creators to support cinema exhibition sector, a vital part of value chain, by holding and releasing ir films in atres, once y open again.

"To this end, we urge all studios, producers, artistes and or content creators, to kindly respect exclusive atrical window, which has been a time-tested industry practice, agreed to by all stake-holders, not just in India, but even globally, for several deces," statement re.

MAI said when crisis ends, combination of "pent-up demand" and promise of new movies would boost film business and contribute massively in reviving industry.

" collective, social experience of watching films on big screen needs to be preserved and it can be done so only with collective support of all stakeholders."

Established under aegis of FICCI in 2002, national multiplex tre body represents more than 18 regional and national multiplex chains, including PVR, INOX, Carnival and Cinepolis, and operates more than 2900 screens across country.

Calling situation "truly unprecedented and unparalleled," association said it is committed to working with government institutions and partners through weeks and months to come to ensure that cinemas survive this "testing time and once again become vibrant home of entertainment, culture and community that y always have been."

"We are also thankful to studios, directors, producers and everyone in Indian film industry who have shown ir faith in cinema exhibition by coming out and voicing ir support, over past week.

"By supporting each or now, we will return stronger than ever when we are again able to welcome back many crores of devoted film fans who miss big screen every bit as much as we do."

association h previously appealed to landlords across country to waive off rent and common area maintenance (CAM) for all multiplex operators during period of current nation-wide lockdown.

Image credit: Instagram/@akshaykumar