INOX theatres release a strong statement after 'Gulabo Sitabo's' OTT platform announcement

Rising Sun Films on Thursday announced that Amitabh Bachchan and Ayushmann Khurrana starrer Gulaba Sitabo directed by Shoojit Sircar will release on OTT platform Amazon Prime on June 12.

INOX atres released a statement on Gulabo Sitabo hitting OTT before atrical release. INOX urged “producers not to skip atrical run and stay with age-old and established windowing pattern.”

RE FULL STATEMENT

INOX would like to express extreme displeasure and disappointment on an announcement me by a production house today, to release ir movie directly on an OTT platform by skipping atrical window run. decision of production house to deviate from globally prevalent content windowing practice is alarming and disconcerting.

Cinemas and content creators have always been into mutually beneficial partnerships where one's action provided fillip to anor's revenues. INOX has been investing profoundly towards ding world class quality screens, across country, only to provide more eyeballs to great content being produced. This partnership has endured for deces, and has provided succour to each or. In se troubled times, it is disturbing to see one of partners not interested in continuing mutually beneficial relationship, especially when need of hour is to stand shoulder to shoulder with each or, and bring film industry back to its vibrant best.

Such acts, though isolated, vitiate atmosphere of mutual partnership and paint se content producers as fair wear friends rar than all-wear life-long partners. Needless to say, INOX will be constrained to examine its options, and reserves all rights, including taking retributive measures, in dealing with such fair-wear friends.

INOX would like to reiterate that as backbone of cinematic value chain, this windowing pattern has done wonders in terms of revenues for content creators and all or stakeholders, as it offers m opportunity to extract best from all available mediums, which include cinemas, OTT platforms as well as satellite.

INOX would like to urge all content creators not to skip atrical run, and stay with age old and established windowing pattern, which is in best interests of all stakeholders in value chain.

Shoojit Sircar's decision of Gulabo Sitabo's digital release was due his 'b habit'; re