Move over OTT, Any Time Theatre is here

Any Time Theatre. From the looks of it, the acronym ATT might seem like a pun on OTT. It’s a lot more than that insists

Sriniwaas Rao

, CMD, Shreyas Media, who coined the term to distinguish his newly launched digital distribution platform,

Shreyas ET

. “It is the world’s first truly digital multiplex which will have movies running all the time,” he boasts.

Sriniwaas has released two movies already on shreyaset.com — Climax and Naked, both directed by Ram Gopal Varma. After buying a ticket, the users will have access to the film for 48 hours. “They get a theatre-like experience replete with ad-breaks and intervals. Only difference is that movies will release on Saturdays instead of Fridays,” says Sriniwaas, who is thrilled with the response his first two offerings garnered.

The numbers are quite impressive. American porn star Mia Malkova headlined the erotic thriller Climax, which got over three lakh views. “We were expecting 50,000 views but to our surprise it got us six times more traction,” he beams. Naked didn’t boast of any big star, yet it managed to sell 32,000 tickets until midnight last Saturday.

Sriniwaas is currently focussing on adding more screens to his online theatre that seeks to support producers who struggle to release their films even though their content is great.

“We’ve tied up with director

SV Krishna Reddy

to launch a channel titled Vinodam. We will take films that fit his sensibility to him, and upon his approval screen it on his channel on our platform. The filmmakers and SV Krishna Reddy will arrive at a mutually agreed ticket price and divide revenue. The producers will get a share of revenues from ads that will be screened during the movie as well,”

explains Sriniwaas, adding, “Presently we are in talks with a slew of actors, filmmakers and production houses from across India to add more screens. By end of March 2021, the aim is to see at least 50 releases from different languages on this platform.”