This story first appeared in DNA Money edition on Wednesday, May 2, 2012.
When Amitabh Bachchan watched ‘The Artist’ immediately after its release recently, he did not need to jostle with moviegoers or book an entire theatre to himself.
Instead, the film actor marveled at the silent masterpiece in the cosy confines of his home enjoying the digital picture and sound quality as he would have in a movie theatre.
The film was broadcast to his house through a new Club X service, under which a set up is installed at the home and one can watch a movie at his own convenience.
“The quality of projection is top rated, over the 700 grade, and a real joy to have the liberty of stopping and resuming film when desired. I watched a lovely film, ‘The Artist’, via the UFO set-up in the house and it was a delight to see a black and white, silent movie in February of 2012,” Bachchan blogged on February 25, a day before ‘The Artist’ picked up a fistful of Oscars.
While ‘first day first show’ is an achievement in itself for Indian movie buffs, the moneyed and the celebrities miss out as they don’t visit theatres for the fear of being mobbed by the moviegoers and have to watch the film later when almost everybody has enjoyed it.
“These people are rarely seen at a theatre. The main idea behind this (Club X) initiative is to try and get these people access to film content in the convenience of their house,” said Ameya Hete, executive director, Valuable Group, which is also the promoter of UFO Moviez, the world’s largest satellite networked digital cinema chain.
He is speaking about the likes of Shah Rukh Khan, Ajay Devgn, Sachin Tendulkar, industrialists like Harsh Goenka, Amit Burman and politicians such as Chhagan Bhujbal.
The Club X service, introduced in India in January last year, is purely by invitation and restricted to who’s who in the country. “The main pre-requisite for membership is a professional home theatre system at the member’s premises,” said Hete.
When Amitabh Bachchan watched ‘The Artist’ immediately after its release recently, he did not need to jostle with moviegoers or book an entire theatre to himself.
Instead, the film actor marveled at the silent masterpiece in the cosy confines of his home enjoying the digital picture and sound quality as he would have in a movie theatre.
The film was broadcast to his house through a new Club X service, under which a set up is installed at the home and one can watch a movie at his own convenience.
“The quality of projection is top rated, over the 700 grade, and a real joy to have the liberty of stopping and resuming film when desired. I watched a lovely film, ‘The Artist’, via the UFO set-up in the house and it was a delight to see a black and white, silent movie in February of 2012,” Bachchan blogged on February 25, a day before ‘The Artist’ picked up a fistful of Oscars.
While ‘first day first show’ is an achievement in itself for Indian movie buffs, the moneyed and the celebrities miss out as they don’t visit theatres for the fear of being mobbed by the moviegoers and have to watch the film later when almost everybody has enjoyed it.
“These people are rarely seen at a theatre. The main idea behind this (Club X) initiative is to try and get these people access to film content in the convenience of their house,” said Ameya Hete, executive director, Valuable Group, which is also the promoter of UFO Moviez, the world’s largest satellite networked digital cinema chain.
He is speaking about the likes of Shah Rukh Khan, Ajay Devgn, Sachin Tendulkar, industrialists like Harsh Goenka, Amit Burman and politicians such as Chhagan Bhujbal.
The Club X service, introduced in India in January last year, is purely by invitation and restricted to who’s who in the country. “The main pre-requisite for membership is a professional home theatre system at the member’s premises,” said Hete.
While these exclusive screenings bring an additional moolah to the producers, reports indicate there is a market of about 5,000 households which control 20% wealth in the country. “The service is mainly targeted to this set of high networth individuals. It is the only one of its kind concept globally and is currently only offered in India,” said Hete.
Club X installs professional-grade cinema equipment, which, priced at Rs2.5 lakh, is also 3D-ready.
The total cost of such a screening facility, however, depends on the seating capacity (15-25 people) and other infrastructure, varying from `30 lakh to several crores. The cost of screening is decided by the producers who extend the special invitations to Club X members.
The price per screening is decided by producers is `5,000-25,000, depending on the movie (how big the launch and time/week since release).
Hete said the revenues are at par with those earned from a single screening at a multiplex.
“Every new release since the launch of this concept has been screened using this service. The first day first show costs are higher and come down as weeks pass. Old films are priced in the lowest band,” said Hete.
While a significant percentage of the content available for screening is Indian movies, the company is looking to bring in Hollywood movies, too. It is also evaluating content like plays and opera.
The Club X membership has grown from about 30 a year ago to over 180 now.
The company is looking to extend this service to international markets mainly Middle East and Europe.
“The service will be made available in at least one overseas market this year,” said Hete.
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