MUMBAI: At a time when closure of movie theatres due to Covid-19 pandemic has forced many filmmakers to release their films directly on video streaming platforms, Zee Entertainment Enterprises (ZEE) has decided to launch a new film distribution service that will offer new film on DTH and OTT platforms.

Zee Plex is the first of its kind ‘Cinema2Home’ model, where ZEE will partner with producers and offer films on a pay-per-view (PPV) model on Tata Sky, Airtel Digital TV and Dish D2H in India and key distribution platforms in the international markets, along with its home grown OTT service, ZEE5.

The service will launch on October 2, coinciding with ZEE’s foundation day.

“We are very excited to bring this new offering to all the movie buffs across India and around the globe,” said Shariq Patel, CEO, Zee Studios. “While we all love to catch the latest movies at the nearest theatres, we sensed the need for a solution like Zee Plex, which gives the consumers flexibility and convenience, to catch their favourite films in the comfort of their homes.”

The company has not announced a slate of films or pricing, but said that it will be “attractive.”

Zee Plex is betting on the PPV model, which has not received any success in India yet. Apple offers movies via PPV model globally. In India, movies are available to rent for Rs 150 and to buy at Rs 690 on Apple TV. In the past, Indian DTH players tried the PPV model for new films, but did not find many takers.

The PPV model is quite popular in the US, where many sporting bodies, including UFC, have loyal viewership. UFC charges as high as $65 per event.

“We believe Zee Plex will provide another opportunity for our partners to offer a unique and pioneering service to their consumers across different languages. We very much look forward to developing this opportunity in the coming years,” said Atul Das, chief revenue officer – Affiliate Sales, ZEE.

ZEE maintained that the service will allow users to watch blockbuster releases in the comfort of their homes, along with their entire family at an attractive price point.

However, the move may trigger an all-out war between filmmakers and cinema owners, who are already at loggerheads over direct to digital release.

In India, producers and exhibition owners have agreed on a 8-week exclusive theatrical window. Back in 2013, Kamal Hassan had tried for a simultaneous release of his film ‘Vishwaroopam’ on pay-per-view on DTH services, however, the theatre owners protested and refused to release the film, which made Hassan to drop the plan.

Even when the filmmakers started releasing movies on digital platforms during the lockdown, the Multiplex Association of India (MAI) and top multiplexes had come out with strong statements criticising the move.

In a recent interaction, Ajay Bijli, CMD of India’s largest multiplex chain PVR said that while he was disappointed that filmmakers decided to bypass the theatrical window, he could understand the reason as cinemas were shut. But, he was confident that once cinemas are allowed to reopen, filmmakers will honour the exclusive window.

However, industry experts believe that new business models will have to evolve after the pandemic.

In the US, where the exclusive window is 90 days, NBC Universal and theatre chain AMC have agreed to shorten it to 17 days for a PPV release.

“In India also, producers, platforms and exhibitors will have to come together to work out different models, for growth of the industry,” a filmmaker said.