GulaboSitabo, starring the legendary Amitabh Bachchan and multi-talented AyushmannKhurrana will now be released on Amazon Prime Video. The movie which was scheduled for a theatrical release and was supposed to be an on-demand movie on Amazon will soon be globally premiered along with six other movies Shakuntala Devi, starring VidyaBalan, PonmagalVandhal,” “Penguin” (Tamil and Telugu), “Law” (Kannada), “French Biryani” (Kannada), and “SufiyumSujatayum” (Malayalam) on Amazon Prime.
As the theatres are locked down due to Coronavirus pandemic, the E-commerce giant is launching these seven anticipated movies in three months. Currently, as 9500 theatre screens are shut in India, the major theatre chains INOX and PVR have expressed disappointment in the decision.
This June 12 join us first-day first show for #WorldPremiereOnPrime of Gulabo Sitabo!
— amazon prime video IN (@PrimeVideoIN) May 14, 2020
They say opposites attract. In this case, to wreck things up ?#GiboSiboOnPrime @SrBachchan @ayushmannk @ShoojitSircar @ronnielahiri #SheelKumar #JuhiChaturvedi @filmsrisingsun @Kinoworksllp pic.twitter.com/RkTxV3Y802
INOX issued a statement expressing its displeasure that “Such acts, though isolated, vitiate the atmosphere of mutual partnership and paint these content producers as fair-weather friends rather than life-long all-weather partners. Needless to say, INOX will be constrained to examine its options, and reserves all rights, including taking retributive measures, in dealing with such fair-weather friends,”
The Producer Guild of India criticized the INOX’s stand. And, Amazon Prime, which has started selling movie tickets, has challenged INOX’s windowing pattern as the age-old. Even the third theatre chain, AMC Theatres stated that they would no longer screen Universal Picture movies as “Trolls World Tour” was directly streamed.
“Indian audiences have been eagerly awaiting the release of these seven highly anticipated films, and we are delighted that Amazon Prime Video will now be premiering these movies for our customers — who can enjoy watching these from the safety and comfort of their homes and on a screen of their choice” states Gaurav Gandhi, Director and Country General Manager of Amazon Prime Video India.
Statement from Producers Guild of India pic.twitter.com/WCeX3zMlsh
— producersguildindia (@producers_guild) May 15, 2020
The co-producer of GulaboSitabo, Ronnie Lahiri stated that “We’re facing a once-in-a-lifetime phenomenon, not seen since World War II. These are the times when things change. Initially, people have apprehensions, but one has to adapt. That’s how human civilisations have prospered. The minute we stop adapting, we’re done. Instead of waiting for the situation to get better, you tackle it with other alternatives.”
The only silver lining in this scenario is for the Amazon Prime Video subscribers as they will watch some entertaining movies without paying anything extra.
