Multiplex Association urges actors, producers to hold films for theatrical release

The Multiplex Association of India (MAI) has requested all studios, producers, artistes and other content creators to hold release of their films until theatres open up again. With theatres being shut since for over a month now, many small and mid-rung production houses are understood to be in talks with video over-the-top (OTT) platforms for direct-to-digital launch of their unreleased movies.

The association has urged all stakeholders to “respect the exclusive theatrical window”, which has been an industry practice not just in India but also globally. “When this crisis passes, the combination of the pent-up demand and the promise of new movies would boost film business and contribute massively in reviving our industry,” the MAI said.