PVR strengthens focus on its production venture



PVR Ltd., through its 100% subsidiary PVR Pictures is strengthening its content creation space as a part of its backward integration in the filmed entertainment space. The company has teamed up with veteran director Rajkumar Santoshi for two-films and is planning to make a historic epic “Ashoka- The Great” with Ajay Devgan. The other film will mark the return of Rajkumar Santoshi into comedy, post 13 years since the cult classic Andaz Apna Apna, and will have Shahid Kapoor and Katrina Kaif in lead roles. Both these films are slated for release by August 2008 and March 2009 respectively.

The company had earlier ventured into film production with a two-film deal with Aamir Khan, out of which Taare Zameen Par, which also marks the directorial debut of Aamir Khan, is slated for release, this year during Christmas. The other film Jaane Tu Ya Jaane Na is scheduled for release in February 2009.

PVR Pictures, which was established to cater to film distribution business of PVR Ltd. has been acknowledged for identifying the right cinema content and has earlier successfully distributed cult films like Being Cyrus, Bheja Fry, Paris Je T’Aime and Parzania and the latest critically and commercially successful Lions Of Punjab Presents. With this deal, the company aims to achieve commercial and critical success through the right synergy and good creative talent – Rajkumar Santoshi (acclaimed National award winning director) and PVR’s understanding of Indian cinema audiences, which the company plans to employ in film making as well.

PVR Pictures is also on the verge of signing more deals with other directors and is strengthening its management base. PVR Pictures has appointed Ashoka Holla as Chief Operating Officer of their film production cell. Ashoka will be spearheading PVR Pictures’ content creation (Production) in Movies, International business & Home Entertainment.

PVR Joint Managing Director Sanjeev Kumar Bijli said, “With a proven track-record in the exhibition and distribution of films, we at PVR felt the need to expand in the entertainment space through content creation, and thus are venturing into production. To begin with we aim to produce five-six films out of which two are co-productions with Aamir Khan Productions and two will be directed by Rajkumar Santoshi.”

Commenting on his association with PVR pictures, Rajkumar Santoshi said, “In PVR, I found a combination of the desire for good cinema and a very keen sense of movie business. We are looking forward not only towards success but also, towards an amazing experience of making films together.”