MUMBAI: The Motion Pictures Association of America (MPAA) has joined hands with the Indian film industry to curb camcord piracy of Hindi and English films.
As was reported by Businessofcinema.com in April this year, MPAA’s India arm Motion Picture Dist. Association (India) was working in tandem with companies operating in the exhibition business to offer anti-camcorder recording training to the staff in order to curb piracy. Camcord piracy is the major source of Indian film piracy and Indian multiplex chains are working hand in glove with the MPAA stop the same. An initiative was jointly launched by MPAA CEO and chairman Dan Glickman, PVR Cinemas CEO Amitabh Vardhan and Adlabs COO Tushar Dhingra.
Called the ‘Make a Difference’ campaign, the initiative sets up a series of anti-camcord training sessions for theater employees across the country. Fame Adlabs, Fun Republic, and other cinemas will also be part of this nationwide training initiative to raise awareness of unauthorized recordings in cinemas.
"Piracy is a global menace, more than 90 per cent of newly released movies that end up appearing illegally on the streets and on Internet sites originate from illegal copies made in cinemas. With the advancement of technology, piracy is getting a boost but the same technology can also be used in order to curb the spread. The BIG Cinemas team firmly stands behind this MPAA initiative, which takes proactive action to curb camcord piracy and we hope that the antipiracy laws are more steadfastly enforced in India," said Dhingra.
Vardhan added, "Like every business, the motion picture industry relies on its profits to invest in future products. Movie piracy results in fewer movies being financed, which means jobs are not created and local goods and services – such as cinema tickets – are not purchased. Movie piracy is not a victimless crime and it robs local businesses of a livelihood and the capacity to provide local employment."
"As we continue to release more Hollywood titles in India, the number of camcords coming out of the country is likely to rise. However, while piracy – particularly camcorder source piracy – is damaging to the movie business, it need not be inevitable. We are sure that the ‘Make A Difference’ training package for cinema staff will go a long way in helping them prevent camcording, identify camcorders as well as assist enforcement authorities when they are caught making these recordings," said Glickman, who is in India on a visit.