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Besides, most youth looking for a quick fix get their doses of bite-sized entertainment from web services like YouTube, Vimeo and Vine. "We don't even download, now we just stream," says Shirin S, with a smug grin.
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Youngsters who have only known how to get news and entertainment on real time, laugh at the mention of lending libraries. The few left in large metros are surviving on foreign films," says Khanna. "Movies on demand through satellite or cable is a business that is growing 100% per annum," he says, adding that the major clientele is switching to digital downloads. Veteran media mentor and former chairman of Reliance Entertainment, Amit Khanna, says the pay-per-view model has replaced the move rental model. For instance, Shemaroo crunches three-hour movies into 15-minute clips on the Internet with all crucial dialogues and songs. They do not want CDs, but movies on pen drives and mobiles," says an industry expert. "The entertainment consumption of people has changed. If Shemaroo is closing down, this is a clear sign for others to move on to something else," he says.
Its owner, Manish Chandaria, says business is down 75% the past three years. In Khar, the popular DVD library, Sarvodaya, too has suffered a hit. Clients have been given the option to either take back their deposits or buy the DVDs. But in the last three years, business fell by 50%," says Gada, whose library has a few thousand members. "The DVD rental was always a small part of our business. Hiren Gada, director, Shemaroo Entertainment, says the company decided three months ago to transition from the rental business to the emerging digital market. They are willing to play a pirated DVD even on their expensive home theatre systems," he says, adding that his business today is about 30% of what it was when he started out.
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"It takes about three months for a movie to come out officially on DVD, and six months for TV serials. "The main issue is the timing of the movie releases," says Kalpesh Kerawala, owner of the 15-year-old Casablanca DVD Club, on Carmichael Road. READ ALSO: How to stream DVD movies online
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The underlying technology called BitTorrent, which surfaced in 2001, has made it increasingly easy for people to download digital content from the internet quickly and anonymously from anywhere in the world. So, I simply go online," he says, referring to websites like Piratebay or Torrent Reactor where any movie can be downloaded for free. Vikram Kapur, a movie addict, sums it up: "I want to be able to watch what I want, when I want, and not worry about whether the movie is available. Other libraries across the city are barely surviving, with the movie rental business falling by 50 to 70 per cent over the last few years. In Bandra's Pali Hill, Movie Junction, which used to boast of a vast collection of Hollywood classics, war movies and foreign films, shut shop earlier this month. By December end, Mumbai's most well-known movie library, Shemaroo, which has been servicing the toniest sections of south Mumbai, with a collection of over 10,000 titles, will close down. MUMBAI: The killer combination of online piracy, internet streaming services, high-speed broadband connections and impatient clients who can't be bothered to wait for the DVD guy to arrive at the door, has led to the slow death of the neighbourhood movie library.
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