MUMBAI: UTV Motion Pictures will be releasing its movie Phir Kabhi directly on home video and Pay-Per-View DTH next week instead of the traditional theatrical release.
Phir Kabhi will be released by Moser Baer Home Video on DVD and VCD. The movie will also be available simultaneously on Pay-Per-View across all DTH platforms.
Phir Kabhi has been co-produced with Culture Company directed by V. K. Prakash and stars Mithun Chakraborty and Dimple Kapadia in lead roles. Music of the film is by Shantanu Moitra, who has also given the music for films like Parineeta, the Munnabhai series and 3 Idiots. The soundtrack of the film has been released by T-Series.
Prior to this, UTV released Oye Lucky! Lucky Oye! on DTH Pay-Per-View within 17 days of the theatrical release of the film.
UTV Motion Pictures vice president – international distribution & syndication Amrita Pandey said, "We want to experiment with our smaller movies, if there is a model to reach audiences directly in their homes, without investing in prints and advertising for a theatrical release. We believe that releasing PHIR KABHI on Home Video and DTH directly, and simultaneously, is a unique means of delivering our content straight to the audience without a huge investment in advertising and prints. This is our latest effort to explore new opportunities to bring wholesome entertainment to audiences."
Dishtv COO Salil Kapoor said, "DTH industry is growing at a fast pace with 13 million homes in India. Releasing Phir Kabhi directly on our platform is a proud moment for all as it will start a new trend of films being made specifically for DTH audiences."
Moser Baer spokesperson added, "This is a unique opportunity for us to venture into the Direct to DVD space. In the US and other western markets a lot of films are released directly on DVD and are a major contributor to the Home Video business. We plan to aggressively promote and distribute this film across our distribution channel."
The Direct to DVD offering will also curb illegal exploitation of the movie by the pirates thereby helping copyright-holders to extract the maximum value for their content.