With strife between multiplex owners and film producers entering into second month there is one section that is taking full advantage of this situation. As there is no option for audience for entertainment, being multiplex closed for more than two months and summer vacation is on, people are turning in a large way towards DVD rentals as seeking an alterative to movie entertainment as there is no new release for two months.

People are getting turned towards rental shops in a big way asking from foreign films to old films. Kids are demanding cartoons in a bigger way. The reason for the strike between Cineplex owner and film producers is profit sharing on the western pattern of 50-50 percent. As some estimate this strike cost Indian film industry whopping 500 million rupees where Bollywood is also suffering form the pain of global economic slowdown. And the Indian Premier League (IPL) is making situation even worse for Indian film industry as many live matches clashes with schedules of movie screening.

The Indian DVD market which was of 8.6 billion rupees worth in 2008 is expected to reach 16 billion rupees by 2013.