After no show at plexes; Aa Dekhen Zara hops on to DTH

MUMBAI: Due to the on-going tug-of-war between producers and multiplexes, Eros International’s Aa Dekhen Zara had to skip its multiplex release two weeks back.

While Eros claims to have spent approximately Rs 35 million (Rs 3.50 crores) in promoting the movie, the no show at multiplexes resulted in revenue loss to the company. In order to make up for this and give the audience an opportunity to watch the film, Eros will now be premiering the movie on all major DTH platforms namely DishTV, Tata Sky, Airtel Digital TV and Reliance BIG TV just two weeks after its limited theatrical release.

The movie, starring Neil Nitin Mukesh and Bipasha Basu, will be premiered on DishTV’s Movie-on-Demand (MoD) Premier Channel. The movie will be available to viewers on a pay per view basis for download for 24 hours.

Eros International COO and commercial director Jyoti Deshpande said, "We spent over Rs 3.5 crores in just promoting Aa Dekhen Zara. However, falling prey to the ongoing strike between producers and multiplexes, the film did not get showcased in national multiplex chains and could be released only on single screens. Eros believes that it must do its best to give the audiences an opportunity to watch the film. So it has tied up with India’s leading DTH operators to showcase the film within two weeks of its theatrical release. If you didn’t catch it in the cinemas, watch it from the comfort of your home. We are committed to entertaining you any which way.”

Dishtv COO Salil Kapoor said, "Aa Dekhen Zara is an outstanding film, which has been acclaimed both by critics and the viewers. We are proud to announce that this is the first Indian movie to hit DTH in two weeks of its theatrical release. Subscribers’ response to new and recent films released on our Premier Movie on Demand channel has been good and this could form a growing revenue stream for us going forward."

Tata Sky chief marketing officer Vikram Mehra added, "Tata Sky has always persevered in garnering maximum customer satisfaction by offering them the best blockbusters in the comfort on their homes. Today, broadcasters understand the importance of movies on DTH as it enriches the pay-per-view (PPV) experience. Recently, Slumdog Millionaire that premiered only on Tata Sky got incredible response and was highly appreciated by our subscribers. With barely few weeks on its cinema release, Tata Sky is now premiering another blockbuster – Aa Dekhen Zarao on Showcase."

On Tata Sky, the movie will be priced at Rs 50 and will premiere on 10 April. It will be available for four weeks till 8 May, 2009.