India’s Max breaks new ground

Movie channel screens film with one long break

NEW DELHI — Hindi movie channel Max broke new ground Jan. 25 by screening a film with only one long ad break — emulating the practice in Indian theaters where a midpoint intermission is the norm.

Max said it was trying to recreate the atmosphere of a movie hall for viewers in the comfort of their own homes and will continue the experiment on Sunday afternoons.

Movies for the prime slot are decided by viewers through interactive voting on Max’s Web site.

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