Recently, director Cheran visited homes in the slums of T. Nagar and Anna Nagar in Chennai to sell the DVDs of his new film Jk Enum Nanbanin Vaazhkai . “I went personally to see the response of our direct-to-door delivery initiative and it was very positive,” he says.
Director Cheran released the DVD of his new film J K Enum Nanbanin Vaazhkai through his new venture Cinema 2 Home (C2H) that attempts to curb piracy, and bring good cinema to your doorstep. The film didn’t have a theatrical release. “At Rs. 50, it promises a superior picture quality, and sound too. People in Tamil Nadu are enjoying this new experience. They see cinema in a new light now. The word is spreading and we are getting 500 to 1,000 calls every day for DVD orders,” he says. J K Enum.. stars Sharvanand and Nithya Menen as the lead pair, and Prakash Raj in an important role. GV Prakash and Siddharth Vipin have composed music. “I have chosen my film with no big stars to launch the new business model,” he says.
Cheran has a network of 3,500 dealers working for him. His plan is to build and strengthen this dealer network and hit 50 lakh screens in Tamil Nadu homes. “In the first two weeks, we sold 20 lakh DVDs. We want to train the dealers, who are new to this business model and spread the network.” C2 H will also sell selective good films that failed to do well in theatres. “We already have six to seven films lined up. The model is a boon to film makers who make films with lesser known stars,” he says.
The business model ensures that the middlemen become obsolete. “It gives more power to the film maker. The model is akin to managing traffic. When the arterial road gets crowded, instead of getting stuck in a jam, you quietly take a bypass. That is C2H, a new platform to showcase your creation, take it to more people and ensure that the film gets the respect it truly deserves.”
Cheran says in Tamil industry over 300 producers, and 100s of film makers are still uncertain about releasing their films in theatres. “We have no body to voice such concerns. There is no one who is willing to take the lead and question why good films are left behind while mediocre films make it to the theatres. When no one follows any rules, a bypass route is the way out. The industry people are closely watching our moves,” he says.
The actor-producer-director is upset that piracy is tough to control even now. “People, especially youngsters who have laptops are downloading the movie and watching it for free. It just shows their poor upbringing. As a Tamilian, our culture asks us to respect hard work. They should start thinking and realise for this to stop,” he says.
The model brings a filmmaker closer to his audience. “We make films for people to watch. This easy-to-sell model also promises a regular income for all those who put their heart, soul and money in films,” he says.
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