Each film that releases loses a major chunk in box-office revenues to piracy, a problem that has been, is and most probably will be one of the major issues plaguing Bollywood. However, the makers of the soon to release Dhoom 3, Yash Raj Films (YRF) have decided to combat piracy in a rather futuristic way.
In fact YRF has taken a strong stance of going digital with a mere handful number of prints of the film, with the idea being to try and shift exhibitors to the digital wagon. Early this year YRF announced that there would be no physical reels of Dhoom 3 and hence exhibitors keen to showcase the film should make the technological shift.
Even though there could be repercussions as most single screens were not equipped, Aditya Chopra was certain that theaters would make the shift to ensure they screen a big banner franchise film with an eclectic cast starring Aamir Khan, Katrina Kaif, Abhishek Bachchan and Uday Chopra.
Dhoom 3 will release on the digital and UFO digital cinemas. This will help prevent piracy to a very large extend. Even if one manages to cheat, the prints are water-marked and finger-printed hence, can easily be traced back. With this move, piracy has been curbed to a large extend. It will be very difficult for piracy to prolong and audiences will have to visit theatres to watch the film. This will ensure more ticket sales.
Alternatively even the satellite rights of the film will be high as this is the only other opportunity for viewers to catch the film.