IndiaCast to test iTunes market with Bombay Talkies

06 Jun,2013

By A Correspondent

 

In what could be an all-new legitimate consumption source for movie-lovers and a revenue source for movie-makers, the recently released film Bombay Talkies is now available to rent and purchase on the iTunes store in India. This digital film release marks the first time IndiaCast Media Distribution Pvt Ltd, a joint venture between TV18 and Viacom18, has offered movie fans the option to download and watch Bombay Talkies (a film co-produced by Viacom18 Motion Pictures) weeks after its theatrical release on the lines of the best practices of Hollywood, of choosing an early window on digital as a concurrent strategy to theatrical. The film was released in theatres on May 3.

 

Rudrarup Datta, Head of Marketing and Operations, Viacom18 Motion Pictures said, “Bombay Talkies has been the toast of audiences and critics alike. Along with an official selection in the gala screening at the Cannes film festival this year, which stamped its mark on the success of the film, we’re delighted to offer the film on iTunes so soon after its theatrical release.’

 

Commenting on the first of its kind model, Saurabh Doshi, Head – New Media, IndiaCast said, “With the premiere of Bombay Talkies on the iTunes store in India, we have set a new precedent for the digital distribution industry. To ensure a robust and working revenue model, the shift was essential as consumers are now moving to their digital screens for entertainment that provides them easy access to entertainment at their convenience.”

 

When asked whether IndiaCast has any specific targets for movie downloads, Mr Doshi told MxMIndia: “Very difficult to comment as this is the first time something like this is being done. Since there is no precedence, we are also eagerly waiting to test waters.”

 

And will see special a promotional drive for this “Alot of digital promotion has been done by both IndiaCast and Viacom18 Motion Pictures in terms of sending out mailers, posting on social network sites, consumer press release, stories and links on group company entertainment portals like In.com etc to promote the film,” Mr Doshi informed. “iTunes have also sent out emailer to all their subscribers, kept the film as first placement on top of the storefront and projected Bombay Talkies as a featured film for the fortnight.”

 

Explaining the licensing arrangement for iTunes and the like, Mr Doshi said: “Platforms like iTunes etc come under digital platforms category which are enabled through internet. Thus the rights are very different from other rights like DVD, Home Video / DTH etc. Any internet enabled platform will have to license the rights separately & the movie will be delivered to end consumers through an internet enabled device only.”

 

Bombay Talkies movie is available for download at the price of Rs. 490 for HD Buy, Rs. 290 for SD Buy, Rs. 150 for HD Rent and Rs. 120 for SD Rent at https://itunes.apple.com/in/movie/bombay-talkies/id651557983

 

 

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