The cracks between national multiplex chains on the one hand and non-national multiplex chains and single-screen cinemas on the other is widening by the day. While all, smaller multiplex chains, single-screen cinemas as well as national multiplex chains, are starved of playing programmes post-reopening, the approach of the two sides in trying to ensure that they get films is very different. For starters, the smaller multiplex chains and single-screen cinemas were willing to screen films which had been premiered on OTT platforms but the Multiplex Association of India (MAI) put its foot down. It made it clear to producers that its members (the national multiplex chains) would not screen those films. The reduction of the theatrical window till normalcy returns is acceptable to smaller multiplex chains and single-screen cinemas but the MAI is quite rigid that the eight-week gap between theatrical and satellite/digital release must stay.
The smaller multiplex chains and single-screen cinemas were willing to screen films which had been premiered on OTT platforms but the Multiplex Association of India put
its foot down.
The unfortunate part is that since producers have all along been negotiating with the MAI only, the viewpoint of the other multiplexes and single-screen cinemas has not been getting the importance it deserves. It may seem weird but many producers are not even aware that smaller multiplex chains/single-screen cinemas and multiplexes are not on the same side when it comes to post-COVID film screening terms. And this is frustrating the owners of the smaller multiplex chains and single-screen cinemas as they have begun to feel that they are suffering because of the “high-handedness” of the multiplexes. According to a single-screen cinema owner, “We were ever-willing to screen the OTT-premiered films but nobody heeded our pleas. Producers thought, if the MAI is saying ‘no’ to films like Gulabo Sitabo, Dil Bechara, Shakuntala Devi, Gunjan Saxena: The Kargil Girl, Sadak 2, Khuda Haafiz and the others which had premiered on streaming platforms, it must be a ‘no’ from other multiplexes and single-screen cinemas too. That was far from true. Or if the producers did not think in this direction, they also did not think of speaking to the non-national multiplexes and single-screen cinemas and taking their proposal seriously. Had we been taken seriously, we, perhaps, wouldn’t be faced with the prospect of shutting down our cinemas a month after their reopening.”
Many producers are not even aware that smaller multiplex chains/single-screen cinemas and multiplexes are not on the same side when it comes to post-COVID film screening terms.
While it is true that multiplexes, especially the national multiplex chains, contribute hugely to the total box-office revenue of a film, it is also true that the shares from other multiplexes and single-screen cinemas can often be noteworthy. Most non-national multiplex chains and single-screen cinema owners are now accusing the MAI for the pathetic state they (single-screen cinemas) have landed themselves in.
Frankly, single-screen cinemas and the non-national multiplex chains are willing to part with more than 50% of the net collections as producer’s/distributor’s share, something which the MAI is not committing to. That has been another bone of contention between producers and distributors on the one hand and the MAI on the other in the post-lockdown scenario.
Exhibitor Ashutosh Agarwal (of StarWorld Cinemas, a non-national multiplex chain in U.P.) says, “Non-national multiplexes and single-screen cinema owners of North India had internally discussed and agreed upon the following post-lockdown:
“(1) the theatrical window may be curtailed from eight weeks to four weeks as big films generally run for not more than four or five weeks in cinemas;
“(2) films announced prior to 30th September, for premiere on OTT platforms but not premiered before the reopening of cinemas should be taken up for screening in cinemas simultaneously.
“I myself have five multiplexes with a total of 18 screens, and I am ready to stand by what has been decided by cinemas of Northern India. But the sad part is that it is the MAI and only the MAI which is deciding for the entire exhibition sector. While we have nothing against the MAI and its negotiations with producers, all we are saying is that the viewpoint of the various non-national multiplex chains and single-screen cinemas is equally important. We hope and pray that producers initiate talks with us too.”
“The viewpoint of the various non-national multiplex chains and single-screen cinemas is equally important. We hope and pray that producers initiate talks with us too.”
Has the time come for producers to wake up to the need to negotiate differently with the MAI and the other exhibitors, for their own good? Maybe!
