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Anti-piracy services firms are a big hit at the box office

While big-budget movies and production houses have increased their anti-piracy spends, smaller and regional films are yet to catch up.

, ET Bureau|
Mar 08, 2019, 08.52 AM IST
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Netflix recently tied-up with Motion Picture Association of America, a global trade association that advocates on behalf of the industry to fight piracy.
BENGALURU: Big-budget movies and production houses have upped their spends on anti-piracy measures even as smaller and regional films are yet to catch up, according to industry experts.

People tracking the sector said that the primary reason for the increased spends among Bollywood production houses is due to the exclusive deals that they sign with over-the-top players like Netflix and Amazon after the run time of movies in multiplexes.

These production houses say they are working with cyber security firms which now flag these leaks to them immediately. They spot piracy online through human intervention along with the help of technology. Manav Sethi, group chief marketing officer of EROS International, said: “We have been working with few cyber security companies to see if any such content is leaked online, which can then be identified immediately and the issue can be raised with the publisher and copyright owners.”

Manan Shah, a cyber security professional who has now started providing artificial intelligence based anti-piracy services says that movies generally tie-up with them for a minimum of two weeks, that is during its theatre run. But, it could also go up to a year during which these movies sign up exclusive deals with the OTTs. “The starting price is Rs 4 lakh but if a movie has a superstar as protagonist, the price shoots up because the risks for these leaks are higher.”

For instance, if the movie today features a star like Alia Bhatt or Ranveer Singh which is likely to be a hit, the prices will go up by 20-30%, says Shah. He has recently provided these services to movies like Zero, Accidental Prime Minister and more.

He adds that these services are also in demand from music videos, web-series produced online. “Top OTTs like Netflix or Amazon outsources these services from the US where the market is more mature,” adds Shah.

Abhishek Dhoreliya, founder of Markscan, a company that helps the entertainment industry fight piracy, says: “Piracy needs practical actions along with strategic measures. The ecosystem needs to come together and fight the menace since every property is at risk. In the movie industry particularly, strategic moves are being taken globally whereas closer home, there is much more to be done.”

Netflix recently tied-up with Motion Picture Association of America, a global trade association that advocates on behalf of the industry to fight piracy. Such measures are still lacking in India, say experts.

Fighting piracy isn’t easy as websites keep changing their IP addresses and URLs which make it difficult to track them down.
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