NEW DELHI: The ongoing producers' strike has led Eros International to opt for an earlier premiere of its latest release Aa Dekhen Zara on the direct-to-home operators’ Movie-on-Demand (MoD) platform.

The movie was released on 27 March.

Eros International, the producers of the Neil Nitin Mukesh and Bipasha Basu-starrer Aa Dekhen Zara, has tied up with DTH operators including Dish TV and Tata Sky to offer the movie on their respective channels for download.

Says Eros International COO and commercial director Jyoti Deshpande, “We spent over Rs 35 million on Aa Dekhen Zara for promotions alone. However, falling prey to the ongoing strike between producers and multiplexes, the film did not get showcased in national multiplexes and was released only in single-screen theatres."

"With a belief that we must do our best to give the audience an opportunity to watch the film, we have tied up with DTH operators to showcase the film within two weeks of its theatrical release,” she adds.

The movie will be available for downloading on pay-per-view basis.

Avers Dish TV COO Salil Kapoor, “This is the first Indian film to hit DTH in two weeks of its theatrical release. The premiere of Aa Dekhen Zara on Dish TV will enable our five million subscribers to enjoy the latest and best of movies in the comfort of their homes.”