Today its the global release of Indian movie “Striker” – the first Indian movie to release on YouTube along with the theatrical release. Though it is a great news to movie enthusiast, but according to film industry news the release is the part of their distribution strategy in the overseas market. It can be said that Indian Film Industry has finally resorted to the new ways of marketing its movies. If the movie is not able to attract distributors then go online. However, it doesn’t mean that its always the lack of attention from public which attracts this type of strategy as its the case with Striker.
Online releases is definitely a way of fighting piracy. According to a research done for Motion Picture Association India is among top 10 countries in the world where illegal file sharing of movies takes place with US being on the top.
The celebrated producer of movie “3 Idiots” Vidhu Vinod Chopra has also taken a step to fight piracy, the moviemaker is all set to release his movie online after 12 weeks of release. It will be available at a price over YouTube. To quote Vidhu “I’m providing this facility for those who can’t see it on big screen and watch pirated movies. I just want them to discourage pirated prints. They just need to wait for 12 weeks and after that they can legally download the movie and watch it. Tomorrow if there is a facility to watch movies on mobile phones, the film will be available there but in appropriate time. We can’t harm our theatrical business by releasing at DTH.” Because people are downloading and will continue download the movies from random websites, so its good to make revenue from legalizing the download and striking an internet deal.
These measures can be taken by various other talented as well as budding moviemakers to display their talent and also make a good fortune by going online.
Shahrukh Khan’s “My Name is Khan” music was launched in iTunes three days before the official music launch in 7th January 2010, the strategy behind this music launch is to take a stand on pirated music available over cyber space. This reminds about a brilliant movie and its ending title “ROCK ON” by Farhan Akhtar which said about the music “Do not download, buy a CD”, perhaps it could be said now “Download, but only Legal” prevent piracy.
Internet can surely prove to be a boon for film industry because it offers wider reach, cost effectiveness, and certainly a great platform for showcasing low budget movies, and displaying talent.