Film pirates, beware! ‘Dhoom 3’ is out of your reach now

Zee Media Bureau/Resham Sengar

New Delhi: Yash Raj Films’ scion and film maker Aditya Chopra is has made himself clear to all the movie theatres across the country - ‘Go digital or Miss Dhoom 3.’ This means that there won’t be any reels of the film getting circulated for the theatres this time. But the single screen theatres that lack the provision of screening films digitally, run the risk of missing out on screening ‘Dhoom 3’ for their audiences. Although Aditya Chopra would incur huge losses as a result of this step, but he is confident that the headcount of the viewers visiting theatres to watch the film will make up for the loss. A daily quoted a source as saying, “The message has been sent out that theatres must have either digital technology or UFO digital cinema if they want to screen D3. Release of movies through digital and UFO digital cinema prevents piracy as the prints are water-marked and finger-printed and can be traced back. It is believed that usually films are copied for piracy when the reels are being transported to theatres in the country and abroad.” Digital cinema works in controlling piracy as the en route content leakage is cut down. It is cost saving for the producer too as it saves the cost of printing reels. Additionally, encrypting the content protects the copyrights of the producers and distributors. Digital prints prevent duplication of prints and helps by diverting funds back to the cinemas. All this means, that it is a step worth taking for saving crores of rupees that go down the drain due to film piracy.