MUMBAI: Shemaroo Entertainment has launched 15-minute movies on BPL Mobile’s Mobile TV Service. Shemaroo is also in talks with other operators in India and overseas to launch these movies on their networks.

Businessofcinema.com was the first to report that Shemaroo was tying up with telecom service providers to make available their games and edited movies for consumers. The 15-minute movies on mobile phones are not teasers or highlights but are the short version of the entire film.

“It is still in the experimental format. We thought that it would be fun to have the essence of the story and movie re-edited into a linear format. The skill is in picking the right scenes,” said Shemaroo Entertainment vice president Hiren Gada.

While the 15-minute mobile movie is for people on the move, the effort is to connect today’s generation to these classics through a medium and format that they use everyday. However, Shemaroo now plans to go by audience reactions and feedback on various aspects.

Gada added, “We expect going forward video content will become a big contributor to the mobile VAS market. Shemaroo has a huge library of video content for this mobile platform. Hence we have taken the initiative of directly tying up with telecom service providers to make our mobile content available for consumers.” 

“These movies are like ‘snacking-in-between’ meals, where one can take a break and catch glimpses of movies. Innovation – always being an ongoing process at Shemaroo – we are working with various operators to create and bring the best video experience to consumers,” he said.

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