Aditya Chopra likes to have his way. Two months ago, he sent out a message to movie exhibitors all over the country, ‘Go digital or miss Dhoom 3.’ The Yash Raj man has decided to do away with physical reels of Dhoom 3. Most single screen theatres are not equipped to screen films digitally, which means they won’t be able to screen the Aamir Khan starrer. Which would result in huge losses but Adi is willing to pay that price.
Says a source, “The message has been sent out that theatres must have either digital technology or UFO digital cinema if they want to screen D3. Release of movies through digital and UFO digital cinema prevents piracy as the prints are water-marked and finger-printed and can be traced back. It is believed that usually films are copied for piracy when the reels are being transported to theatres in the country and abroad.
Digital cinema curbs piracy as the “en route” content leakage is eliminated. It also makes sense economically as a producer saves a lot of print cost. Apart from that, encrypting the content protects the copyrights of the producers and distributors. Digital prints prevent duplication of prints and helps by diverting funds back to the cinemas. So Dhoom 3 won’t lose crores of rupees on piracy.”
Adds a source from YRF, “Adi knows that laying down a condition of ‘no digital, no Dhoom 3’ will mean losses but his decision is final. He believes that he will make up for the loss in the number of people going to the theatres by controlling piracy. Manoj Desai who owns the G-7 single screen theatre chain including Gaiety and Galaxy in Bandra and Maratha Mandir in Central Mumbai confirms Aditya Chopra’s diktat and adds that he has installed digital cinema in all his theatres three months ago. “It’s good that he has taken this decision. It will definitely curb piracy and rake in more money for the theatre owners. I have installed digital cinema by Kay Sera Sera and not UFO digital. Those who don’t install digital cinema will have to miss screening the film at their theatres!”
IN THE PAST
When Tashan released, YRF traced a pirated DVD in the remote interiors of Gujarat. After analysing the watermarks (put in by UFO Moviez during digitalisation) they found out which theatre the camera print had been generated at. This water mark is unique for each theatre/movie and can detect the date/time and location of the act. So the culprits can be caught and punished. Get the message? Don’t mess with Aditya Chopra.