Shemaroo has tied up with BookMyShow to sell online access to films before their rights are sold to subscription video-on-demand and TV channels, the company announced in a press release on Wednesday. ShemarooMe, the company's streaming service, will be selling access to view these films on a transactional video-on-demand (TVOD) basis. The company is calling this new platform "ShemarooMe Box Office", reminiscent of Hotstar's Multiplex launched in June. But unlike Hotstar, films releasing on ShemarooMe will be sold à la carte, as has been the standard for COVID-driven direct-to-video releases in markets like the US. Can TVOD work in India? Our take This distinction is important, as it lets producers bypass the theatrical window during the COVID-19 pandemic and still keep their options open for subscription-based streaming services like Netflix, Prime Video and Hotstar. But one thing to note here…
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