The Matrix and the Indian film market have plenty in common. They’re both complex phenomena. Very few people understand the nitty-gritty. And if you are among those who don’t, chances are you will not believe anyone who tells you that s/he does. As millions around the world grapple with the intriguing questions raised by The Matrix, the Indian film market too is dealing with some issues of its own. The week has marked a big first for audiences here. If you have not been hit by the publicity blitz unleashed by Warner Bros, then know this: as the clock struck 7.30 p.m. IST on November 5, Indian film-goers were watching the premiere of The Matrix Revolutions—the third film in the Matrix series—on the same day, at exactly the same time as it was opening in over 60 countries worldwide. The closest we have come to the US release of a Hollywood film so far has been a week: Charlie’s Angels 2 hit theatres here in that time. Will India get to see more of what the industry terms ‘‘day-date releases’’? ‘‘Absolutely,’’ says Aditya Shastri, managing director of 20th Century Fox, India. ‘‘After the government did away with The Variety Check last year, it opened the window for us to release films on the same day and date as the international release.’’ What’s The Variety Check? Film companies earlier had to give the Censor Board a hard copy of a review from a listed international publication before they would be permitted to import one print and two trailers of the film—which would then be submitted for Censor scrutiny. Since those reviews would be out only after the film was already in theatres elsewhere, this nixed all possibilities of day-date releases in India. In fact, it meant an assured delay of three to four weeks. An industry resigned to its kismet, good-humouredly christened this bit of vintage Indian red-tapism: they called it The Variety Check, in honour of the reputed US-based entertainment publication Variety.
