Shemaroo forays into World Cinema market

Mumbai: The latest player to enter the market World cinema in DVD format is Shemaroo Entertainment. The company announced its entry on 10 December with the release of three DVDs and a special screening of the film Downfall. Launching the titles was filmmaker Subhash Ghai, while Samsara director Pan Nalin also graced the occasion.

With this new product range, Shemaroo entertainment joins the likes of NTDV Lumiere, Palador and Enlighten who are already existing players in this market.

Priced at Rs 349 for each film, the DVDs of Shemaroo entertainment prove to be one of the cheapest in comparison to those offered by its competitors. Additionally as a bonus, the Special Feature section in all Shemaroo World Cinema DVDs will carry Purple Patch, a selection of short films made by students from Whistling Woods International. The institution has partnered with Shemaroo as the official knowledge partners and will also see them provide the content for the booklet that is to be enclosed in the DVDs.

Shemaroo and WWI will also launch various promotional activities to promote World Cinema, such as screening the films in Multiplexes, film clubs and other activities.

Speaking at the launch Shemaroo Entertainment director Hiren Gada said, "Shemaroo is excited to launch World Cinema to Indians. We have picked the finest world cinema titles from the best makers. To widen the reach of World Cinema, we have priced the DVDs reasonably, included Hindi subtitles and lots of other features – like the booklet and short films – through our tie-up with WWI as Knowledge Partner"

Whistling Woods International chairman Ghai said, "This is a fantastic initiative by Shemaroo. As movie sensibilities evolve among Indian audiences and they take a global outlook, there is a critical mass developing for all types of cinema. As an International film institute, we are proud to be associated as a Knowledge Partner."

Shemaroo Entertainment business head international sales and acquisitions Kalapi Nagda will be looking into the business activities of Shemaroo’s world cinema label.

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