Ultra Digital Cinema will target 500 screens in CY 2018: Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group


By K. Ashwin Mob: 09920183006 Email: indianshowbusiness@gmail.com

Ultra Media & Entertainment Group (Est. 1982) is a professionally managed Entertainment Conglomerate providing end to end solutions for the films & television Industry globally. Today the company pioneers in Copyright & Content Acquisition, Syndication & Distribution from various production companies worldwide.  Currently it has an exhaustive library consisting of over 1500 titles comprising of blockbuster Indian & International films, television serials and other contents. Its spread across an array of genres ranging from comedy, romance, family drama, satire, action, horror & many more. To cater to the ever expanding global entertainment industry, Ultra also has a state of the art pre and post production studio with the latest indigenous equipments and technology. It provides a plethora of services like Scanning, Restoration, Colorization, 2D to 3D Stereoscopic Conversion etc. The studio has been specializing in Up-scaling and Digitizing content from SD & HD to 2K & 4K formats.  Ultra Media & Entertainment Group will be launching “ Ultra Digital Cinema” : The new revolution in Digital Cinema Distribution”, Mr. Sushilkumar Agrawal, CEO, shares his insights on the following :

1) When are you planning to launch “Ultra Digital Cinema” ?

“Ultra Digital Cinema” was launched in October 2017

2 ) What do you think of the current scenario in digital content distribution

Currently in India though all the cinemas are 100 % digitised. Delivery Mechanisms are either Physical Delivery [DCP + Key] or Satellite ( Single Uplink to Multiple Downlink). Even now Scheduling and Show Management is Offline and over email & controlled by Release Order and Show List Documentation with no show reporting system in place. Their Networks and Systems are still driven by Manual Intervention and are not streamlined to work with all the stake-holders seamlessly & 3rd Party Co-ordination is still the norm. There has been no major changes in Technical Workflows and delivery modules over the years even after a substantial technology advancements has occurred till date. To add to the that the cost of the content distribution through their platform is high and Pilferage and Piracy is still a big issue

3 ) What is the USP and other strong features of “Ultra Digital Cinema” & How will u counter competition who already are the established players in this segment ?

Ø Our USP is that Ultra is the only company which will provide this unique cinema & other content distribution system through an exclusive cloud based platform and not through a satellite or a physical delivery method. Our “state of the art” software and delivery system is indigenously.developed

Ø We have innovated a proprietary code which offers 10 bit HDR picture in every frame with 7.1 lossless sound and caters to the complete range from 4K to 2K to Full HD resolutions

Ø We also from our own cost will be providing a superfast broad band connection for every screen that we will distribute content to for seamless connectivity to our cloud

Our technology will be offering 360 degrees Zero Pilferage & Piracy Security through cloud based delivery and as per ISO 27001 norms

Ø All this put together will help the Producers/ Distributors & content owners to offer high end audio visual experience to their audience in a minimal cost worldwide,

The other highlights, advantages & features of our distribution system are as follows :

Ø 24 x 7 Dashboard facility or All Stake-Holders ( Exhibitors,Distributors,Content Owners,Studios-Agencies] to get instant notifications about the status of a particular show & advertisements, for example on : ongoing shows, completed shows, expired shows, requested shows, cancelled shows etc. This can be done anytime from the comfort of their offices or through smart phone with complete report .

Ø Every projection room at all the exhibitor’s premises will have 24×7 Surveillance of Projection Room & Equipment to curb any man made piracy at the last mile connectivity

Ø A unique Anti-Pilferage systems with complete forensic evidence and invisible watermark in case of any sabotage or tampering of projector systems & technology .

Ø Built in Projector & server in a single box to avoid any copying of the content from a standalone server scenario

Ø 24X7 Connected Digital Cinema Server UNIT.

Ø 100% seamless content distribution network automated by schedule and show times.

Ø Dynamic Show and Advertisement Scheduling as per the Cinema Chain / Owners Needs.

4) What is your revenue model and how will you be making money on that investment ?

We will recover our investment on each screen from the Film Producers / Distributors and the various brands that will advertise in the cinema halls. We will be charging the producers & distributors for the (CDC) content delivery charges / ( VPC) virtual print charges ranging from an amount of Rs 250 to Rs 350 per show , per screen depending upon the film, language and the geographical area of the exhibitor . We have our in-house marketing and sales team who will be targeting National & state government Public awareness campaigns. We also will be approaching national & local brands across various genres for Cinema Hall advertising.

5) Will you be charging any outright or rental charges from the exhibitors ?

Ultra will be investing in the “ state of the art” server and a “cloud service delivery system” for this service . The server along with the projector & its related accessories will be installed at the exhibitor’s premises. The installation cost will range from Rs 9- 12 lakhs per screen, depending on the size of the theatre, geographical location and other factors. We will not be charging any amount to the exhibitor or collecting any rentals from them for the same.

6 ) What’s the initial investment of the project?

The initial investment by the company will be Rs 50 Crores by the end of year 2018.

7 ) Which states or regions are you planning to target in the first phase?

In the first phase we will be targeting CP,CI , Rajasthan & Gujarat, mainly because it is Hindi language belt in terms of content consumption & also because of its close proximity to mumbai, wherein we are based. This will help us in easy & faster distribution of content to these places and also to serve these exhibitors better. .After the successful installation in these cities we will be targeting the southern part of the country in our second phase and then the rest of India in the following phases

8) Are there any targets in terms of no of screens?

The company is targeting around 500 screens by the end of calendar year 2018.

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