Verismo's Mela has launched a First Day First Show initiative, wherein it will release Bollywood movies in international markets simultaneous to their theatrical release in India. They're releasing Chaurahen across their platforms - on Roku, iPad and on their Mela HD Set Top Box. Chaurahen has been directed by Rajshree Ojha, and has an ensemble cast that includes Soha Ali Khan, Victor Banerjee, veteran Bollywood actress Zeenat Aman, and Kiera Chaplin, granddaughter of the silent film superstar Charlie Chaplin. Mela earlier released Puja Jatinder Bedi’s Ghost and Sudish Kamath’s Good Night Good Morning as a part of the First Day First Show initiative. A few thoughts about this: - Not new: It isn't that First Day First Show hasn't been done before: back in 2006, Rajshri Media made its home production Vivaah available for download on the same day as its theatrical release. Several other movies movies have been released online at the same time as their offline release. - Big budget releases needed: Chaurahen isn't particularly well known, and not a major studio production, so it was perhaps easier to get the film for first day first show. The real push needs to come by releasing potential blockbusters with stars, which will be a tough nut to crack for any online streaming service. Sab Kanaujia, the General Manager of Mela, comments in the press release that they're starting with mid- to small budget movies under this initiative, they're going to look to acquire big budget movies over time. In my…
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