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

The Multiplex Association of India (MAI) has appealed to studio partners, producers, artistes and content creators to support the cinema exhibition sector by holding their films and releasing them in theatres once they're opened again.

India is currently under the lockdown with around 1.3 billion people asked to stay home in view of the coronavirus outbreak.

There were rumours that several films are looking at a direct-to-digital release amid the lockdown, including Akshay Kumar starrer "Laxmmi Bomb".

In a statement, MAI requested producers to "respect the exclusive theatrical window."
"The collective, social experience of watching films on the big screen needs to be preserved and it can be done so only with the collective support of all stakeholders."
Calling the situation "truly unprecedented and unparalleled," the association said it is committed to working with government institutions and partners through the weeks and months to come to ensure that cinemas survive this "testing time and once again become the vibrant home of entertainment, culture and community that they always have been."
"By supporting each other now, we will return stronger than ever when we are again able to welcome back the many crores of devoted film fans who miss the big screen every bit as much as we do."