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Help Price cuts on pay-per-view movie platforms draw more viewers
In September, the Salman Khan action movie Dabangg smashed the box office and collected rave reviews as well. Barely a month after its exit from multiplexes, the film is appearing on Tata Sky Ltd’s pay-per-view movie platform, Showcase, at an affordable Rs.25.

And within a week of its release on Showcase, Dabangg was ordered by more than 100,000 subscribers, according to Vikram Mehra, chief marketing officer at Tata Sky.

For the record, Dabangg appeared on the direct-to-home (DTH) movie platform way before its debut on television. Viacom18 Media Pvt. Ltd’s general entertainment channel Colors purchased the satellite rights of the film recently at well over Rs.15 crore, according to analysts familiar with the deal who didn’t want to be named.

The movie will be telecast on Colours on 28 November.

Films such as 3 Idiots, Love, Sex aur Dhoka, and Once Upon a Time in Mumbaai have appeared on DTH movie service platforms quick on the heels of their theatrical release and at highly affordable rates compared with the price of a multiplex movie ticket.

Like Dabangg, Once Upon a Time in Mumbaai, another box-office hit, was offered at just Rs.25 by Tata Sky. The movie Raajneeti was offered at Rs.50 by the same DTH operator.

Dish TV India Ltd, promoted by the Zee Group has also dropped rates for pay-per-view films from Rs.100-150 to Rs.25-50.

Salil Kapoor, chief operating officer at DishTV, said the company was serving up recent films such as Aisha and Once Upon a time in Mumbaai at Rs.50 each on its movie-on-demand platform.

Full Story: Indian DTH Blog

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