Digital cinema to go low-cost route in India

MUMBAI: Digital cinema is about to take off in India with major players like Anil Ambani-controlled Adlabs Films and Subhash Chandra's E-City chalking out rollout plans, speakers at a seminar in Mumbai said.

There are around 400 theatres who have installed digital systems and many more are in the pipeline. But the model being followed so far is low-cost digital cinema or "e-cinema" in contrast to the 1200 installations of "d-cinema" (top quality) made across the world.

"E-cinema is going to be the larger play in India because of its low-cost model. There is no proper initiative of d-cinema with just two installations so far," Texas Instruments India business development manager of DLP Products S Ganesh said while speaking at the sixth exhibition of Cinema India 2006.

Though digital cinema is yet to catch on, this year will see growth from the US which had 600 installations till 31 March 2006. "D-cinema installations are expected to touch 2500 in FY07 with US seeing close to 1800 screens," said Ganesh.

Mumbai-based UFO Moviez, a service provider, services 300 theatres in B and C centres. Though it also uses hard disk mode of distribution, the main format to download movies is through satellite delivery. "Digital cinema was a dormant market that was not addressed. Digital delivery of movies has made it possible for B and C centre theatres to have first day releases of big movies. This has meant more audiences and revenues for them," said Valuable Media Pvt Ltd chief technical officer Sanjay Chavan.

There are three modes of digital delivery of movies. At the low end is the hard drive model which is loaded into the server in the theatre. Big telecom players like Reliance Infocomm can use their fibre optic backbone to deliver content. The most cost-effective model is the satellite distribution system but it would require more bandwidth.

"Interoperability and playability across the service providers need to be tackled. We provide solutions which can interchange packages with Dolby and Kodak among others," said real Image Media Technologies director Senthil Kumar.

Real Image, which recently received funding from Intel Capital, serves 70 cinema theatres in Tamil Nadu. The Chennai-based company has also sold servers to theatres in the US. "Digital cinema enables democracy in filmmaking and can beat back video pirates. Only a complete end-to-end digital solutions can completely prevent piracy," says Senthil.

There is a big task at hand if digital cinema has to be a major force as India has converted only 400 out of a total of 8,000 theatres. While there are 110,000 theatres across the world, the US has 35,000 screens.

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories