The Multiplex Association of India (MAI) on Monday urged studio partners, producers, artists and content creators, to support the cinema exhibition sector by holding their films and releasing them in theatres once they are re-opened.
In a statement issued today MAI said that the global pandemic has seen the cinema sector to suffer huge financial losses, with thousands of screens countrywide forced to shut down and many employees, including supply chains and other stakeholders, facing personal hardship.
“Collective action to tide over and emerge out of this crisis, from all industry constituents, is more important than ever,” the statement added.
Terming the situation as ‘truly unprecedented and unparalleled’, the association said it is committed to work with the government institutions and partners through the weeks and months to come, to ensure that cinemas survive this ‘testing time and once again become the vibrant home of entertainment, culture and community that they have always been’.
“To this end, we urge all studios, producers, artistes and other content creators, to kindly respect the exclusive theatrical window, which has been a time-tested industry practice, agreed to by all stake-holders, not just in India, but even globally, for several decades,” MIA added in the statement.
MAI also thanked the studios, directors, producers and everyone who have shown their faith in cinema exhibition by coming out and voicing their support, over the past weeks.
It also added that the ‘pent-up demand’ and promising list of new movies would boost film business and contribute massively in reviving the industry once the crisis is over.
The statement comes in the wake of rumors that Akshay Kumar’s upcoming release ‘Laxmmi Bomb’ will have a OTT release instead of theatrical premiere. However, the film makers have not made any announcement regarding the movie release.
Established under the aegis of Federation of Indian Chambers of Commerce & Industry (FICCI), the national multiplex trade body represents more than 18 regional and national multiplex chains, including PVR, INOX, Carnival and Cinepolis, and operates more than 2900 screens across the country.