Now, PVR 'disappointed' with films going directly to streaming platforms

PVR Pictures, the largest theatre chain in India, on Friday said they are disappointed with producers directly releasing their movies on streaming services and bypassing the traditional theatrical route.

The multiplex stressed that theatrical experience remains the best medium for audiences to enjoy movies.

"As PVR, we believe that the theatrical release is the best way for audiences to experience the labour and creative genius of our filmmakers. This has been so for decades and not just in India but globally," Kamal Gianchandani, CEO of PVR Pictures, told PTI.

The theatre chain joins its industry counterpart INOX is voicing concern about films going straight to streaming platforms.

In an apparent reference to the decision of the makers of "Gulabo Sitabo" to release the film on Amazon Prime Video on June 12, INOX had released a statement on Thursday, expressing its "extreme displeasure and disappointment" over the move.

On Friday, the makers of another film, Vidya Balan-starrer "Shakuntala Devi", announced their decision to release their movie on Amazon Prime Video.

Gianchandani said the ongoing COVID-19 crisis has caused an unfortunate shutdown of cinemas but they are confident when the situation returns to normalcy, people will definitely go to theatres to watch movies.

"We are confident, once we get to the other side of this crisis, there will be enough and more pent up demand from cine goers who have been cooped up at homes for the last many weeks. We are likely to see demand by force on a sustained basis, once we reopen."