MUMBAI: Audience interest has lately been renewed in the horror films genre in India. Years ago the Ramsay brothers excelled in the genre in film as well as television software. However interest in Indian horror flicks production had fizzled out over the years.

That has now changed over the last one year or so. Buoyed by the new found interest in the horror genre, Percept Picture Company (PPC) has launched a separate film division that will only produce horror flicks.

The first film to be produced under the new banner – PPC Horrotainment – will be directed by Priyadarshan. Titled Grrr, the movie will go on floors in July this year.

Percept joint managing director Shailendra Singh says, "PPC has carved a niche for itself and created landmarks ever since its inception. The business model at PPC is based on identifying gaps and exploring their potential. This is done through a continuous understanding of consumer-entertainment-consumption patterns."

Percept Horrotainment has a layout plan of four years and in this time period 10 films will be made with an average of three films a year. Percept is looking at an average investment of Rs 60 – 70 million (Rs 6 – 7 crores) per movie. Furthermore, this venture is being backed by two investors, the names of who will be announced in a fortnight.

Apart from production, the new banner will also acquire and distribute films based on supernatural, folktales, witchcraft, fables, myths, ghost stories etc. Five movies are already underway, including the one which is directed by Priyadarshan. Some of the other films under production at PPC Horrotainment are 888, 13, Mumbai and Vehem.