The name of ram gopal varma is popularized for radical and innovative thinking in not just film making but also in film distribution too. After creating a sensational advancement in technology with production and release of ‘Ice Cream,’ now he is targeting the area of film distribution and exhibition by keeping the area wise and center wise theatrical rights in open auction.

RGV and Manchu Vishnu’s next movie will be auctioned theatre wise on the website of www.filmauction.in. With this, RGV is encouraging the participation of even common people in business of a film. A base price will be fixed by the production house per each center depending upon the business scale of a center. Those who participate in the auction have to just bid above it. From August 1st 9AM till next one week, the auction will be open and highest bidder will get the exhibition rights in that particular center.  

In this way, RGV is removing the layer of Distribution Network lessening the risk of involvement of mediators.  

‘Instead of the product being evaluated by 2 or 3 so called buyers, this is an open auction with open evaluation of a film’s potential. Instead of a buyer of West Godavari deciding the value of Palakollu by sitting in Bheemavaram or some other place, I would rather that a resident of Palakollu decide that price for himself since he himself is from Palakollu. The same logic goes to Rajahmundry, Karimnagar, Nizamabad, Anakapally to name a few among hundreds of other such centers. This film can be bought by 3-4 students or by a group of house wives sitting at a kitty party or by 2 friends who work in an IT company pooling some money,’ RGV explained the idea behind this new business model.