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Mrs Khanna Direct to Home from October 20
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#1
MUMBAI: It’s a good news for Salman Khan fans who are missing him on television after gameshow Dus Ka Dum came to an end recently. Khan’s latest film—Main Aurr Mrs Khanna––opposite Kareena Kapoor, will be on pay-per-view (PPV) for a month from October 20 across most leading direct-to-home platforms––Dish, Tata Sky, Airtel and Big TV. At Rs 150 PPV, this would be the highest that the country’s nascent 12-million DTH television market has charged so far. Normally, PPV movie rates range between Rs 50 and Rs 75, but could go up to Rs 100 for new releases.

Following the success of recent new releases on PPV, like Kaminey and What’s Your Rashee, the time lapse between a theatre and DTH release seems to be shortening. It was four weeks for Kaminey, 11 days for Rashee, and just 5 days for Mrs Khanna. Fast adding DTH subscriber numbers too is nudging film producers to look at this platform for generating big monies.

“By this fiscal end, we should be a 20-million subscriber industry, a number no producer can afford to ignore. Even if 5% of that base opts for PPV, at an average of Rs 100 it works out to Rs 10-crore, a potential which a producer will not ignore, specially for a medium budget movie,” says Salil Kapoor, COO, Dish TV
who is aiming for now for a 5% PPV base from his total of 6-million .

Once again, it seems to be DTH to the rescue. For movies which have not exactly set the box-office on fire, almost 70-80% of the potential theatrical is exploited within the first three to four days and a DTH release seems to make business sense.

For one, it fights piracy which is rampant in the first week, secondly the transparency in collections adds revenue. “The comfort of home, a 24 hour window to see the film as many times as the viewer wants at his convenience at just Rs 100 is a super catch,” says Kapoor.

PPV pricing is directly related to a film’s star power. “Like, we were confident of Priyanka Chopra’s star power drawing in eyeballs for What’s Your Rashee for DTH in spite of the critics reviews and which has shown us good numbers (reported to be above 35,000). Salman and Kareena will also draw in their fans and is bound to post good numbers,” says Vikram Mehra, CMO, Tata Sky.

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#2
That's great news for the fans of salman khan .this film looks very good,DTH is now getting new films one by one.:happy15:
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