Adlabs and MTV India to co-produce movies

These films would spotlight youth interests, including humour. They would also cooperate to finalise the script, the cast and the director for the same.

All rights for these films would be jointly owned by Adlabs and MTV. The two will promote the films through ground promotions, television, outdoors, merchandising and youth hangouts amongst others.

Targeted at the 15-34 age group, this will mark MTV Networks entry into Bollywood films. Adlabs will co-produce these movies with MTV’s film division known for its whacky content – “MTV Fully Faltoo Films.” One movie, which was released last year under this brand name was titled Ghoom (a spoof to Yash Raj Films’ Dhoom).

Adlabs Films’ Pooja Shetty says, “The tie-up will help us target the youth of the country, a segment that can appreciate new genres of films.”

MTV Networks India managing director Amit Jain adds, “This initiative is bound to change the paradigms of in-theatre youth entertainment. Given MTV Films’ international experience with over 40 films including hits like Jackass – The movie, MTV India’s expertise at the unique Indian sense of humour and, last but not least, evolved entertainment needs of the Indian youth, it makes perfect sense for us to extend our brand franchise to yet another new platform in India – films.”

The first film will release shortly, the details of which will be announced later.