Kamal Gianchandani, the CEO of PVR Pictures, has said in a statement that the company is disappointed with some film producers "deciding to go straight to the streaming platforms". For the uninitiated, seven films (two Hindi, and the rest southern movies) have been acquired by Amazon Prime Video. 'Nishabdham', the Anushka-starring thriller, is said to be next in line.

“As PVR, we believe that the theatrical release is the best way for audiences to experience the labor and creative genius of our filmmakers. This has been so for decades and not just in India but globally," Kamal's statement sets out to say.

The company believes that "there would be enough and more pent up demand from cine-goers who have been cooped up at homes for the last many weeks" once theatres are reopened.

"We are likely to see demand by force on a sustained basis, once we reopen," PVR Pictures' CEO writes, hoping that content creators would "accede to our request to hold back their film’s release till cinemas reopen."

His statement suggests that PVR Pictures hopes that theatres will continue to get "cine-goers' patronage and affinity."