Pyramid Saimira charts out Bollywood plans; to acquire Dimples Cine Advertising

MUMBAI: Following the IPO announcement of Pyramid Saimira Productions, the Chennai based company has now made its foray into Bollywood. The first step towards this has been made by acquiring the worldwide distribution rights of Rajkumar Santoshi’s Halla Bol from The Indian Film Company.

The film stars Ajay Devgan, Vidya Balan, Pankaj Kapur and Darshan Jariwala and is set for release on 21 December along with Taare Zameen Par and Welcome.

Pyramid Saimira is also in talks to acquire Mumbai based cinema advertising company Dimples Cine Advertising. The company was founded by Nari Karam-Chandani in 1992 and is in the exhibition of ad films and slides in-cinemas and multiplexes across the country. The company also plans to start a state of art animation studio and a post production facility.

While recently Pyramid Saimira distributed Om Shanti Om in Tamil Nadu and Kerela across 35 theatres; it will distribute Halla Bol in South India and also in the Bombay territory. “The rights for remaining territories may be sold out,” says Pyramid Saimira COO Mukesh Mehta.

Mehta also informed that Om Shanti Om grossed Rs 80 lakh in three days in the Tamil Nadu and Kerela territories.

Pyramid Saimira has so far focused on southern states and overseas expansion. After consolidating its presence in South India, it has now turned its attention on Mumbai. The money being raised through the IPO will be utilized for the production of 60 films in Bollywood and south Indian languages.

“A total of 12 Bollywood films, either by way of production or acquisition of distribution rights will be worked upon by us. We may also acquire English films for distribution,” informs Mehta.

Pyramid has also taken over six theatres in Mumbai, which are being renovated and will be up and running within six months. The theatres include Liberty (Churchgate), Central Plaza (Charni Road), Sahkar Plaza (Chembur), Palace (Byculla), Super (Lamington Road), Uday (Ghatkopar). These theatres will be renamed as Liberty Pyramid, Central Plaza Pyramid and so on. “Uday will be renovated into a three screen multiplex. We will also put digital installations at theatres, which do not have them already. Since we manage food and beverage, all these theatres will have our canteens and Liberty will have a restaurant on the ground floor,” says Mehta.

Apart from Mumbai city, plans are afoot for expansion in the entire bombay territory. “We plan to have 100 screens in Mumbai territory by March 2008. We are also in talks with existing multiplexes for acquisition. Either the theatre or the location has to be good for us to acquire it,” says Mehta.