Allu Aravind of Geeta Arts has said that he will be suing PVR Cinemas, the Gurgaon branch for a sum of Rs 5 crore for enabling the piracy of Geeta Art's Telugu film '100% Love' that stars Naga Chaitanya and Tamannah in the lead roles.
Even though the movie is a hit one, the news of pirated DVDs circling the market came as a blow to the team of '100% Love.'
Agreed, this has become quite usual these days of pirated DVDs hitting the market within a day of release of the movie, but the producers of '100% Love' chose not to ignore it, their anti-piracy teams confiscated some pirated DVDs and based on the forensic watermark in these copies, they understood that the master copy for this DVD has been shot at Screen 6, in PVR Cinemas, Gurgaon.
Based on this evidence, Geeta Arts have claimed damages from PVR Cinemas, for the latter failing to protect their property and enabling a master copy to be recorded at their theatre, thus causing huge revenue loss for the production company.
The producers said that it is now, through a technology termed 'forensic watermarking' one can identify the source of a pirated DVD as the makers will know which print was given to which theatre, thus understanding where the master copy has been shot!
Interesting isn't it?
Filmmakers and producers can now breathe a sigh of relief as theatres will take more caution against pirated copies being shot in their screens, thus reducing piracy.
Look's like 'forensic watermarking' technology introduced to us through South Indian production company, 'Geeta Arts' is here to stay and will sure save the day for producers all over the country!
Even though the movie is a hit one, the news of pirated DVDs circling the market came as a blow to the team of '100% Love.'
Agreed, this has become quite usual these days of pirated DVDs hitting the market within a day of release of the movie, but the producers of '100% Love' chose not to ignore it, their anti-piracy teams confiscated some pirated DVDs and based on the forensic watermark in these copies, they understood that the master copy for this DVD has been shot at Screen 6, in PVR Cinemas, Gurgaon.
Based on this evidence, Geeta Arts have claimed damages from PVR Cinemas, for the latter failing to protect their property and enabling a master copy to be recorded at their theatre, thus causing huge revenue loss for the production company.
The producers said that it is now, through a technology termed 'forensic watermarking' one can identify the source of a pirated DVD as the makers will know which print was given to which theatre, thus understanding where the master copy has been shot!
Interesting isn't it?
Filmmakers and producers can now breathe a sigh of relief as theatres will take more caution against pirated copies being shot in their screens, thus reducing piracy.
Look's like 'forensic watermarking' technology introduced to us through South Indian production company, 'Geeta Arts' is here to stay and will sure save the day for producers all over the country!
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