Filmmaker Onir is urging people not to buy pirated DVDs as he feels piracy is killing cinema.

"Again someone just messaged me from Delhi about how he loved 'I AM'. I am sad because he expects me to be happy after watching a pirated copy (sic), " Onir wrote on microblogging site Twitter.

"It's sad when you and I watch pirated DVDs. Corruption starts within us, by buying pirated DVDs you are killing cinema, " he posted.