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do not skip the theatrical run
Do Not To Skip The Theatrical Run: Inox Urge Content Creators

Inox Leisure Limited, one of India's largest multiplex chains had urged content creators to not to skip the theatrical run and stay with the age old and established windowing pattern which is in the best interest of all stakeholders in the value chain.

Expressing extreme displeasure and disappointment at the announcement made by a production house to release their movie directly on an OTT platform, Inox has warned the movie production houses of retributive action if they decide to release their movies directly on OTT platforms, by skipping theatres.

It further reiterated that as the backbone of the cinematic value chain, this windowing path pattern has done wonders in terms of revenue for the content creators and all other stakeholders, as it offers them the opportunity to extract the best from all available mediums which include cinemas, OTT platforms, as well as satellite.

In these troubled times, it is disturbing to see one of the partners not interested in continuing the mutually beneficial relationship, especially when the need of the hour is to stand shoulder to shoulder with each other and bring the film industry back to its vibrant best, it said.

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