Leading Telugu Movie Production House Geeta Arts has sued PVR Cinemas Gurgaon for a sum of Rs 5 crores for allowing piracy and infringement of their copyrights of their recent hit film 100% Love starring Naga Chaitanya & Tamanna.
It has been learnt that soon after the release of 100% Love on the 6th May’ 2011, across theatres in AP and parts of North India, pirated dvds/vcds have flooded the market. The anti-piracy teams of Geeta Arts have conducted searches and confiscated some of these pirated dvds.
Upon verification for availability of forensic watermarks on the pirated copies of 100% Love, it was established that the pirated copies were made from a master copy that was recorded at Screen – 6, PVR Ambience Mall, Gurgaon, Haryana.
Basing on the evidence, the producers of 100% Love have claimed damages from PVR Cinemas for failing to protect their intellectual property, abetting piracy by allowing master copy to be recorded at their facility and for causing severe and irreparable revenue loss.
On the eve of the release of their latest production and the most anticipated multi crore spectacle Badrinath Starring Allu Arjun & Tamanna, sources of Geeta arts said, that with the availability of technology it is now instantaneously possible to examine the origin of the pirated copies of latest films and to know which cinemas such pirated copies are made at.
Theatre managements must take all precautions to stop video piracy at their cinemas, as the resultant loss and damages are huge. They also added that respective theatres will be held responsible for any illegal recordings carried out at their premises.