The film Machie is the first to release a digital print. This digital print was released in Mennakshi theatre Bodi. This marked the entry of Kalasa's first theatrical Digital cinema release in Tamil Nadu. Kalasa the post production studio in Chennai launched its first ever Digital Cinema initiative for South India. It conducted a demo at Madurai for exhibitors.
By September Kalasa will implement 10 Digital theatres and an additional 55 theatres will too turn digital. At least 30 films will be released in Digital format. Karthik of Kalasa said that the print cost in Digital format was only 15,000 compared to Rs 70,000 in celluloid form. For films releasing with 200 prints the saving was immense.
In the first step the theatres in rural areas facing the slump will be given the equipment - E cinema server/ projector free of cost and will work with the distributor to see that B&C centers work simultaneously with A theatres. In turn Kalasa will implement a revenue sharing model with distributor and theatre owner. After three years Kalasa will hand over the equipment to the theatre owner. Kalasa will be using E cinema server equipment from GDC holdings Hong Kong and work with Adlabs - Mukta arts of Mumbai to roll out the E cinema theatres in South India.