The Film Exhibitors United Organisation of Kerala (FEUOK), which represents cinema hall owners, has decided to stage a protest by shutting down theaters for two consecutive days, June 7 and 8. This protest comes in response to film personalities opting for early releases of their movies on OTT platforms.
According to reports, producers of a Malayalam film are given permission to release it on OTT platforms only after a 42-day interval from its initial theatrical release. However, FEUOK alleges that certain filmmakers are disregarding the agreed-upon terms and trying to release their movies sooner. The protest aims to express their dissatisfaction with this situation.
FEUOK president K Vijayakumar has attributed the decline in cinema attendance to the perception held by viewers that they can easily access movies on their personal devices shortly after their theatrical release. This perception has had a significant impact on the overall business of cinema halls, according to him. Thanks to FEUOK’s firm stance, audiences were able to watch the movie Marakkar: Arabikadalinte Simham in theaters.
While the film premiered online after 15 days of its theatrical release, FEUOK did not allow any other film to follow suit before completing 30 days. There were certain individuals attempting to introduce the practice of simultaneous theatrical and online releases, backed by an international lobby and influential producers and stars. However, FEUOK successfully resisted this move, forcing them to abandon their plans. These statements were made by Vijayakumar during a media address in Kochi on Tuesday.
Longer Window For Digital Release
In the past, films were allowed to opt for OTT releases after 32 days of their theatrical release. However, this rule was deemed impractical and had to be reconsidered. The revised duration was extended to 42 days. Nevertheless, exceptions were made for specific films like Everyone Is A Hero directed by Jude Anthany Joseph in 2018, which entered into an OTT agreement before May 31. Moving forward, if any film proceeds with an online premiere before the 42-day mark following its theatrical release, FEUOK will no longer collaborate with the film’s producer(s) and refuse to screen their movies in their theaters. Vijayakumar further emphasized these points during his statement.
Vijayakumar strongly criticized actors who own production houses, accusing them of being driven by greed and endorsing practices that harm the cinema business. According to him, these actors, in their role as producers, actively support the trend of releasing their movies on OTT platforms shortly after their theatrical releases, and they bear full responsibility for the decline in the industry. In addition, FEUOK has decided to impose stricter restrictions by implementing a 90-day period during which films will not be allowed to have OTT releases.
Vijayakumar emphasized that producers have been given three months to prepare for this change and any violation of these conditions will result in a complete severance of ties. He clarified that FEUOK has no objection to films choosing direct-to-OTT releases, as long as filmmakers inform them in advance. Regardless of the actors or producers involved, the key is to prevent deception of both FEUOK and the viewers.
According to the FEUOK chief, the practice of early OTT releases is not being followed by all producers, but rather by a select few along with their supporters. When questioned about the government’s lack of intervention in a situation that would have negative consequences on the entertainment tax it receives, Vijayakumar stated that while it is indeed affecting the government, they were unaware of the issue until recently, just like the producers’ association.
However, he expressed belief that the government has now recognized the problem. FEUOK has already had discussions with the concerned minister, providing them with data and reports. The minister has given assurances that the matter will be addressed and strongly supported.
Director Jude Anthany Joseph took to Facebook to express his respect for the protest initiated by cinema hall owners. He mentioned that “I only have respect for theatre owners’ protest. I follow the practice of making sure that my producers are safe (financially) before the release of my film. That’s why when SonyLIV approached with a deal, it was seen as a blessing from god. This was not done on purpose. This is part of business. I thank Sony Liv for trusting our film before the release, and I thank all for loving our film. The theater owners and the audiences, you are the real heroes
Last month, the association made an announcement stating their intention to abstain from screening films that did not meet the standards of quality. According to the association, if a film producer whose movie has been rejected by theaters still wishes to showcase their film in cinemas, they will be obligated to pay screening fees to the theater owners. This move highlights the association’s commitment to maintaining a certain level of quality in the films that are exhibited in theaters.
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