Even for family of 4,Rs.1000 is much higher, for well within the amt you can go to theater.
Kamal knows this well, but this intention is a clever mastertroke
1. He gets free promo, at every DTH home this promo is published,quite in advance
2. a hype around the movie is created,customers are tempted to view this film,and resulting increase to theater (lets ignore the grey market DVD's/prints which anyway will happen :lol )
3. He has set trend, this will open-up more such DTH releases, especially low-budget movies at better rates can be affordable to customers