Main Aurr Mrs Khanna narrows DTH film premiere window

MUMBAI: The film premier window for DTH has narrowed with Main Aur Mrs Khanna. Three digital DTH service providers: Reliance BIG TV, Tata Sky and Dishtv will premiere Main Aurr Mrs. Khanna on their Pay-per-view channels. The film, which released over the Diwali weekend, will be aired from 20 October, 2009.

Directed by Prem Soni and produced by Sohail Khan Productions, Main Aurr Mrs Khanna, is an unusual story of passion, love and an extra-marital affair. The film stars Salman Khan and Kareena Kapoor.

"We are excited about the prospect of showcasing this latest release of Main Aurr Mrs. Khanna on our platform, within four days of its theatre release. It’s a perfect opportunity for our viewers to enjoy latest blockbusters & wholesome entertainment through our Pay-Per-View offerings," said Reliance Big TV senior vice president Umesh Rao.

Tata Sky chief marketing officer Vikram Mehra said, "Today, Tata Sky has become one of the most preferred DTH platforms in the country for broadcasters to premiere their latest blockbusters, as if offers them a much wider reach and most importantly enables them to kill privacy. In the last few months, Tata Sky has premiered some of Bollywood’s latest blockbusters including Slumdog Millionaire, Kaminey, Agyaat, What’s Your Raashee? and now Main Aurr Mrs Khanna. All the blockbusters have been widely appreciated by our subscribers across the country including smaller towns and we expect the popularity to watch movies on Showcase to further increase."

Dishtv COO Salil Kapoor added, "Entertainment at home is becoming increasingly popular, more viewers are finding the convenience and simplicity of Movie On Demand a great way to watch movies. The growth trajectory is steep. We are proud to showcase Bollywood blockbuster Main Aurr Mrs. Khanna on our platform within days of its theatrical release."

"Our innovative Movie-on-Demand service has proved to be a big success among the masses and even the production houses. Film Producers are now monetizing their movies on DTH within weeks after theatrical release. The day is not far when films will be released simultaneously in theatres and on DTH," added Kapoor.

Pertinent to note here is that at the box office, Main Aurr Mrs Khanna did a net business of only Rs 40 million (Rs 4 crore) in its opening weekend as compared to Blue’s Rs 195 million (Rs 19.50 crore) and All The Best’s Rs 100 million (Rs 10 crore).