The row between ace actor-director- producer Kamal Hassan and Tamil Nadu Theatre Owners' Association turned ugly with the former going ahead with his decision to premiere his film 'Viswaroopam' on DTH platform and the latter opposing it strongly.

The Theatre Owners have announced that they would not allow the release of the film scheduled for January 11, 2013. The war of words between Kamal and theatre owners queered the pitch today with Kamal explaining his decision was only aimed at curbing video piracy and creating a new revenue model for producers. But the thetre owners argue that premiering the film on DTH platform would only burn a hole in their pockets as theatre collections would be hit.

Theatre Owners Association Secretary Pannerselvam said the members would undertake a tour of the state and prevent the release of the film if Kamal Hassan did not retract his decision. This is not the first time a Kamal Hassan film has courted controversy before its release. Beginning with the 2004 release 'Virumandi' that ran into problems when it was first titled 'Sandiyar' apparently referring to a caste, almost every film of his was caught in one controversy or the other before hitting the theatres finally.

Kamal released the video of 'Viswaroopam' at a glittering function in Chennai, Madurai and Coimbtore on Novermber 7 just a day after the controversy over DTH premier broke out. However, some representatives in other trade bodies, who met here today, backed Kamal Hassan's decision hailing it as a progressive mesure to improve the economy of Tamil Film Industry.

They included Film Chamber President Kattragadda Prasad, Tamil Film Directors Association President Bharatiraja and office berers of Producers Council, including veteran producer-director Kodanda Ramaiah affectionately called 'Keyar' in Kollywood.