Drop in rates alters home video sale graph

MUMBAI: A massive plunge in prices of VCDs and DVDs, which began earlier this year with Moser Baer’s entry into the market has made an impact on the home video market – for content owners.


While initially the pricing of Rs 34 and Rs 49 for VCDs and DVDs respectively sounded alien and generated curiosity, gradually it not only created a market for content owners, but also resulted in players like T-Series, Eros International and now even Yash Raj Films following the trend.


Normally, multi-starrers and box office successes would tend to dominate the home video charts. However, with the revised rates coming into play, this trend has given way to a new one. For instance on an average at 75 Planet M stores across India, Neha Dhupia and Abhay Deol starrer Ek Chalis Ki Last Local occupied the top most position of bestseller for four consecutive weeks. This was followed by Deol family starrer Apne, which is still on numero uno position for the fourth consecutive week. Both these films are available on Moser Baer home video.


What’s more, since a lot of old films were also re-introduced in the market with revised rates, these too have been climbing up the charts. Shah Rukh Khan and Rani Mukherji starrer Chalte Chalte has been going strong on the Planet M charts from June till date, ranging from the 10th to 14th position. Aamir Khan, Saif Ali Khan and Akshaye Khanna starrer Dil Chahta Hai too has made it to this top 20 list. These movies are available on T-Series’ home video label.


The multi-starrer Salaam-E-Ishq, which released earlier this year, wasn’t received too well by the audience in theatres. But the movie is going strong in the home video circuit, especially after the rates were slashed. From its initial release till its re-release with revised pricing, the movie is holding strong in the Top 10 position.


More than a decade ago in 1994 the theatrical release of Aamir Khan, Salman Khan, Raveena Tandon and Karisma Kapoor starrer Andaz Apna Apna was a debacle, but later the movie proved to be a great success in the satellite and home video circuit.


Now, with home video companies regularly introducing numerous old and new movies in the low price band, it will be interesting to note which movies fare well. One thing’s for sure that box-office collections, star cast and freshness of content no longer remain factors in determining a movie as a winner or loser in the home video circuit. Pricing speaks louder!


What will be interesting to watch is whether international players too follow this trend in times to come.

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