Dear Akshay,
Congratulations on the excellent response in the trade to the trailer of your forthcoming film, Laxmii. As you may be aware, there was euphoria as soon as the trailer was released because the film trade, reeling under the shock and losses of the pandemic, felt, this could be that film which would bring back the audiences to the cinemas. Then came your Burj Khalifa song. That fortified their belief.
Luckily for the industry, the Centre allowed cinemas to reopen from 15th October subject, of course, to the different state governments assessing the situation in their respective states. Many states endorsed the Centre’s decision and resultantly, cinemas reopened in those states. Since cinemas across the nation had still not reopened, no producer was willing to release his new film in the theatres. Of course, your film, Laxmii (then Laxmmi Bomb) had already been committed for a premiere on Disney+ Hotstar on 9th November. The trade still had hopes that Disney (which had taken over Fox which is your partner in production of Laxmii) would reason out that it would be better to release the film on the scheduled date (9th November) not just on its streaming platform, Disney+ Hotstar, but also in the cinemas.
The trade got a rude shock when it emerged that for some strange reason, Disney was not willing to have the film released simultaneously on its own streaming platform AND the cinemas. Yes, national multiplex chains like PVR, Inox and Cinepolis have made it clear, time and again, that they would not screen films unless the premiere happens in cinemas only, so I am not even getting into that discussion. But are multiplexes the only components of the exhibition trade? What about the single-screen cinemas? These single-screen cinemas have yielded crores of rupees by way of distributor’s share in the case of many of your films. In fact, you should not forget that you owe a good part of your stardom to these single-screen cinemas and their employees. And, in case you do not know, all these single-screen cinemas are willing and more than ready to screen Laxmii even if it will simultaneously stream on Disney+ Hotstar. Why are you not considering their plea?
Disney and Disney+ Hotstar are corporate houses and I understand that corporate houses have no emotions because unlike human beings, they do not have a heart. But, Akshay, you are a human being, you have a heart — and a large one at that! You should understand that your film, Laxmii, can actually light up the Diwali lamps in lakhs of homes — those homes which depend upon the box-office. If Laxmii opens in single-screen cinemas alongwith the OTT platform, you will play the proverbial saviour for the thousands of single-screen cinemas ready and geared up to release your film, and for the lakhs of employees working in those cinemas. Ever since the coronavirus pandemic broke out in March in India, you have been making huge contributions to funds, associations, trade bodies and organisations. This Diwali, you can at least ask your partners in production to consider the plea of the single-screen cinemas and let them also screen your film. The duas of the families of those who own the cinemas and work in those cinemas will, no doubt, translate into your Diwali being brighter but it will give those people a reason to say “Happy Diwali” to their brothers, sisters, parents, children, relatives and friends. Otherwise, their Diwali would be dark because those single-screen cinemas have no other new playing programme.
Frankly, I don’t understand the logic behind Disney not stepping in to do what I’ve proposed. After all, what can be the hitch when the producer of the film and the streaming platform are part of the same group? I am a Chartered Accountant and while I understand that each cost or profit centre is responsible for its costs and profits, I also know that in the final tally, the film has to make the maximum profits, whether that profit, in case of Laxmii, comes from the single-screen cinemas or from Disney+ Hotstar.
Akshay, you have been the quintessential Hindi film hero, not just on screen (of the single-screen cinemas and the multiplexes) but also off it. Please rise to the occasion and use your good offices to make this Diwali truly happy for your brethren. I know, stars wield a lot of power and influence. Use them! You’d be doing the single-screen cinemas, their staff, yourself and Disney a great favour. What can be better than it being a win-win situation for everyone?
Let Laxmii bring Laxmi to thousands and lakhs of homes rather than just a handful!
Wish you a Happy Diwali!
Yours sincerely,
Komal Nahta