How is this even possible? Oh, and THANK YOU to P in the comments for telling us. But mostly, how is this even possible?
Second link direct from Red Chillies:
Okay, I feel like I should throw some content in this post as well as the alert. Again, HOW IS THIS POSSIBLE???
Here’s the 3 things I find most remarkable:
1.1. None of the official accounts promoted it. No Shahrukh tweets, no news that I can see from Red Chillies or anywhere else.
2. Published by “Vista India”, which also has Dear Zindagi and OK Kanmani, plus funky movies like M Cream.
3. Released less than a month after it hit theaters, 8/31 versus 8/5
Okay, taking them one by one:
1.1. I assume Red Chillies is hands off at this point, it’s not on their official channel. It’s still a little odd, since they did some work promoting “Phurr” and I assume that money was going straight to the music companies, not Red Chillies. Maybe it’s something about how the streaming deal is structured? They get one upfront payment and they don’t care whether or not anyone watches it? Stupid on the part of the streaming company not to build something into the contract ensuring promotion help.
2. Aha! Here is VistaIndia: http://www.vistaindia.com/index.html
Notice it advertises “Netflix preferred Vender”. So this IS part of the Netflix deal! Okay it makes a lot more sense now. Vista India must be the contractor that handles the youtube options for Netflix films. I just confirmed, it is not on Netflix yet, so there could be a balance of them wanting to get some youtube play money first, but also not wanting to super promote it because they still want people to subscribe to Netflix thinking it will be the only possible channel.
3. The close release, that’s probably the smartest part of this. This is a movie MADE for piracy!!!! Big release, popular among a small group of the audience, but not the majority of the audience. Therefore, not playing in theaters for very long but there is a group of people desperate to see it in this gap after it has left theaters.
So, yes, absolutely, get that thing out there even before it has left all theaters, try to make the streaming rights have some value.
The big loss with a tight turn around like this is for the theater owners and distributors. Who are, apparently, already taking a loss. So it’s too late for them, might as well move on to streaming profits. Or else Netflix/Vista India just straight up don’t care. Again, I would be curious about their contract, if there was something in there saying “you can start streaming it after a certain date”, or just “you can start streaming it once it is playing in less than 10% of the theaters it released in”.
One final thing (and this was a lot more noticeable with Dilwale, I think it was even part of the itunes streaming announcement), streaming like this is Shahrukh’s effort to keep his global fanbase up. If you live in many places in the world, not only did you not get to see JHMS in theaters, the DVD might not make it’s way to you for weeks (I’ve had to wait on DVDs for 4-5 days after their official release because of “monsoons in Delhi” grounding flights. And that’s in a major market, these complications would be even worse if you were in, say, Peru). But if you put up streaming ASAP, you can reach those fans better than any other way.