In the wake of piracy of the multi-crore budget ‘Attarintiki Daredi’ film, Tollywood is planning to adopt Hollywood model to overcome the problem. “The piracy of ‘Attarintiki Daredi has given a rude jolt to the industry. Earlier, there have been instances of songs being leaked online but now a yet to be released film has surfaced on the web. The incident is a wake up call to Tollywood, which needs to do much more than what is being done to prevent piracy,” said A Raj Kumar who heads the anti-piracy cell at the A P Film Chamber of Commerce. One solution has been identified and if that is adopted, the point from where the film may get leaked can be easily identified. “The idea should be to prevent leakage at whatever point it is possible,” Raj Kumar said. In Hollywood, the global access control mechanism is in place to prevent piracy. Through this mechanism, the movie content movement is monitored from place to place and people to people. Since there is ‘back and forth’ movement of content, there is a possibility of leakage.
For example, the movie copy has to be given to music director for composing background score or to the lyricist to compose songs. For various purposes, the content of the movie changes hands. To prevent leakage of the content, Hollywood has evolved a system wherein there is a realtime tracking of the content. All the content that is necessary is made available on cloud basis. Anyone involved in the movie, who needs to access it, is given a password and gets to work on it. All changes made are recorded. Even if the content is copied into a pen drive or a DVD, it will get recorded. “With such a process in place, it will be easy to detect any leakage,” Raj Kumar said. This kind of system is not being followed in the Telugu film industry. The work is being done based on faith and trust. A movie may be given in a DVD format to various people for different purposes. The possibility is that it can be leaked anywhere, including right from the editing table. And something like this has happened in the past especially with regard to some songs. The ‘Attarintiki Daredi’ episode has made the anti-piracy cell of the film chamber to do some thinking on what additional measures need to be taken. “A robust system has to be put in place like in Hollywood and whatever can be done should be expedited in terms of making use of the latest technology,” Raj Kumar said.