MUMBAI: Shemaroo Entertainment is upbeat on their forthcoming film Manorama Six Feet Under and is going the whole hog to promote their film across the new media.
In an earlier interview with Businessofcinema.com, Shemaroo vice president Hiren Gada had said, “We are sitting on tons of video content and we will be looking at distributing that content on the mobile platform at the opportune time.”
The company has taken the initiative of directly tying up with telecom service providers to make available their games for consumers. Thus eliminating the role of mobile content aggregators like Mauj, Hungama and Handygo etc.
“Currently for the Manorama Six Feet Under game, we have already tied up with Hutch, BPL, Reliance and Tata and are in talks with the other players. The games should be available on their platform two weeks prior to the release of the film,” informs Gada.
When queried about the need to directly collaborate with telecom services Gada said, “We as content owners have a lot of content for exploitation across various new media. So having direct relations with telecom service providers would make better business sense.”
Since the content is owned in-house, content acquisition cost is also omitted. The content has been made available on a revenue sharing basis.
Going further the company plans to expand in the new media front with focus being on mobile content. Recently, Shemaroo also tied up with BPL for an innovative initiative wherein Shemaroo will re-edit their three hour long movies into a short fifteen minute film and makes them available on mobiles.
“To start with films, gags from films like Chupke Chupke, Golmaal and Khoobsurat have been selected and re-edited. We will also experiment with our newer films across various genres,” adds Gada.
This short film can be viewed on a high end GRPS enabled handset at the rate of Rs 5 per minute. The 15 minute long movie would cost Rs 75 and the customer can choose to view it as many times as he wishes to.
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‘Going forward, home video will contribute to less than 20% of our turnover’ – Shemaroo Entertainment vice president Hiren Gada
