... Just 35 days after it's theatrical release
...u00a0Just 35 days after it's theatrical release
After premiering Blue on Sunday November 29, barely forty-five days after its theatrical release on October 16, TV channel Colors has now acquired the rights to air this year's mega money-spinner Ajab Prem Ki Ghazab Kahani merely thirty-five days after its theatrical release. 
Unlike Blue that failed to make money at the box-office, APKGK, which released in theatres on November 6, is still running in theatres in more than 40 theatres in Mumbai.
Big moolah
The film which will be telecast in December-end is still playing in theatres and the satellite rights of Ajab is Rs 4.5 crores for first-satellite screening rights (same as Blue). Both these deals between the films have been done for a one -time screening only. After a period of 20 working days, the film can be resold to another satellite channel for another screening.
Sign of desperation?
Is telecasting a film so close after its release a sign of the desperation that has crept into the entertainment industry? The Ajab Prem... producer Ramesh Taurani of Tips seems unfazed by the boxing of his blockbuster. He says, "The satellite premiere of Ajab is happening two months after its theatrical release. The theatrical business nowadays is anyways for four weeks, however successful the film." However the trend may catch on and cause immense harm to the prospects of new films that have a longer shelf life than the average release.
When Sohail Khan's Main Aurr Khanna was screened on DTH, just two days after the film's release there was dismay in the film trade.
Please see sense!
Says a young director on condition of anonymity, "When Colors showed Blue it was on some level justifiable since the film tanked and had no shelf life. But Ajab Prem Ki Ghazab Kahani is still running housefull everywhere. Now I'm scared that when my small movie releases in theatres in two months will have a simultaneous satellite screening. I just hope my producer sees sense."
Purpose achieved
The channel has its own reasoning to pay mega bucks for satellite releases. Says a source, "With Blue and Ajab Prem Ki Ghazab Kahani, we wanted to enter the feature film slots with a bang. So far we had desisted from telecasting feature films. Once we decided to show films, we had to grab eyeballs immediately. And to do so, we needed films that would elicit instant reaction. Having got that with two new biggies, we'll now settle down to telecasting less recent films."
Filmmakers react
Releasing a film on TV, while it is still ruining in theatres. Good trend or bad? Director of Ajab Prem Ki Ghazab Kahani Raj Santoshi says it all. "I don't know what to say!" Here's what other industrywallas feelu2026.
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Anees Bazmee: This isn't a healthy trend at all.
Sajid Khan: It's definitely healthier than downloading the film on the first day of release free of cost on the Internet.
Mahesh Bhatt: Change is inevitable. Bend like a bamboo and you'll survive. Resist like an unyielding oak and you'll perish.
Suneel Darshan: This trend needs to be assessed closely by all sections of the industry namely producers, exhibitors and distributors before more damage is done to the already-troubled industry.
Pritish Nandy: If distributors are okay with it, no harm done. The market defines its own compulsions and if different segments are in sync with each other, I guess it is fine. The theatrical window is in any case; shrinking by the Friday as more and more films are crowding theatres. Theatres should be happy to see movies move out to give room to new ones. That's the nature of the business today.
David Dhawan: Nothing wrong with it. Tell me, which film lasts in theatres beyond two months?
Harry Baweja: We really need to maximise our films' box-office performance. The theatrical collections sustain for 2-3 weeks at the most. The satellite rights are a better and quicker avenue to earn back a producer's investment.
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