UTV launched its new business vertical, UTV Palador - a 360-degree initiative in world cinema under the brand name of ‘Olive Collection’ - on March 27. It will have the world’s largest library of world cinema under one roof, with over 1000 film titles from 20 countries that have won over 3000 (cumulative) awards including the likes of BAFTA, Cannes, Pusan, Berlin, Venice and Toronto.
The company plans to invest Rs. 70 crores in the category. With the non-Indian language movie segment expected to be at Rs. 1500 crores by 2009, UTV Palador believes that their world cinema model will account for 20 percent of this share.
UTV Palador’s business strategy for the Olive Collection world cinema titles would be three-fold and would include: Initiate world cinema theatres in selective locations all over India, special film clubs and corporate screenings. Also, it would focus on its DVD label and last, but not the least, it would concentrate on its World Cinema movie channel.
Ronnie Screwvala said, “UTV Palador’s main objective would be to ensure that the beauty, timelessness and quality of the world’s greatest filmmakers is not lost to Indians. It was our vision to ensure that quality cinema is not a one-off event at limited locations but a regular part of India’s entertainment industry. In addition, this is an extremely high potential category with no significant competition in the horizon.”
The Olive Collection would have as its Brand Ambassador and Partner noted filmmaker – Rakeysh Om Prakash Mehra. “In India, world cinema has been available to a privileged few. Our endeavor is to bring cinema of the world to the common man in India,” he said.
The roll out plan for the Olive Collection begins April 2007 with each platform targeted towards the youth, corporate and connoisseurs of world cinema across the country. The Olive DVD Collection will release the world cinema tittles in a phased manner and will include special features like short film that would lend itself to the main film by an Indian director as part of its strategy to promote Indian talent along with memorabilia like rare posters and photographs. On the theatrical front, 20 theatres across the country will release the Olive Collection films with two shows daily that will account for nearly 15,000 shows per annum. These include Adlabs Metro and Huma in Mumbai, Gold Adlabs in Pune and Sathyam Cinemas in Chennai. The films will roll out in Delhi, Bangalore and Calcutta in the second phase.
A sneak preview of what the World Cinema channel would evolve into could be viewed for a limited number of Sundays on the Zee Studio channel starting 1st April, 2007.