Reliance BIG Pictures flexes muscle to curb Kites’ physical and digital piracy

MUMBAI: Kites is being touted as one of the biggest Indian film releases ever and Reliance BIG Pictures is doing whatever it takes to curb piracy of the Hrithik Roshan starrer.

With pirated DVDs entering the Indian market even before the official release, Reliance is going the extra mile to avoid the DVD of Kites from entering the homes of viewers, before it hits the theaters on 21 May, 2010.

The much talked about Hrithik Roshan – Barbara Mori starrer, will be the first Indian film under the coalition that was announced at FICCI this year between the Motion Pictures Association (MPA) and Indian studios like Yash Raj Films, UTV Motion Pictures, Reliance BIG Pictures, Studio 18, Eros International, Moser Baer and Shemaroo Entertainment.

Speaking to Businessofcinema.com, Reliance BIG Entertainment vice president Sanjay Tandon said, "We are doing all it takes to curb piracy of Kites. We are keeping a very close watch on all the vendors of DVDs and VCDs and strict action will be taken against offenders as Kites is the first film under the coalition action plan, that was announced at FICCI this year. There will also be a lot of security over prints, as well as criminal charges against cable operators who showcase the movie. We are also keeping a close watch on online piracy."

"Besides that I have been driving around the city and I feel happy to say that there was not a single place that was selling the pirated DVDs or VCDs of Kites," he added.

Former IPS officer and ex-ATS chief AA Khan and his team along with the Mumbai police is also keeping vigil over offenders. In the last couple of months, various areas in Mumbai have been raided and people involved in illegal selling of movie have been nabbed along with innumerable pirated movie discs.

As per the 2008 report on The Effects of Counterfeiting and Piracy on India’s Entertainment Industry, the Indian film industry lost $959 million and 571,896 jobs due to piracy. If we want these numbers to come down, just nabbing persons selling pirated movies will not be enough. A significant amount can be achieved in curbing piracy if the industry raids and shuts down outlets where these illegal discs are manufactured in the first place.

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