PVR gets aggressive on film distribution

MUMBAI: With Aamir Khan Productions and PVR Pictures’ two co-productions gearing up for a release within the next six months, the latter has now stepped up on the film distribution front.

PVR has already acquired the theatrical distribution rights of Loins of Punjab Presents and Victoria No. 203. Apart from these two films, PVR already has 15 English films, which it acquired at Cannes this year for theatrical distribution. Plans are afoot to acquire more Hindi films too.

Speaking exclusively to Businessofcinema.com, PVR Films Cell CEO Ashish Saksena explains, “We have to build ground for Aamir Khan’s two films, which will release in December 2007 and February 2008. The films that we have already acquired for distibution may be relatively smaller but we are open to acquiring bigger films, even if they are on a minimum guarantee (MG) basis. However, we avoid bidding outrageously. We have to ultimately acquire films, which work for our film exhibition circuit.”

PVR is primarily an exhibition chain with dominant presence in North India. It ventured into film production with Aamir Khan and will distribute Taare Zameen Par and Jaane Tu Ya Jaane Na on a pan India basis.

Throwing light on PVR’s expanding distribution structure, Saksena adds, “We do not have distribution offices per se. Our distribution operations are carried out from the multiplexes, which we have set up in territories of Delhi – UP, Punjab, Bombay, Mysore, Nizam and CI. Combined, these already cover six out of the total nine territories.”

PVR will soon be setting up its distribution offices in the remaining three territories, beginning with West Bengal, which will give them a presence in every territory.

The company is poised for as many as 20 film releases within the next five months. In the past PVR has distributed films like Bheja Fry, Honeymoon Travels Pvt. Ltd., Don, Yun Hota To Kya Hota, Omkara and Being Cyrus amongst others for various territories.

PVR buys Loins of Punjab Presents rights