Mobile entertainment, which has been unorganised in India so far, is out to get a degree of semblance with nearly all Bollywood film-makers eyeing the mobile market pie. One such initiative is that of ‘Mobile Bollywood Initiative’, launched by Hungama Mobile, GSM Association (GSMA) and Roamware.
For this special initiative, they have tied up with film-maker Sanjay Gupta to produce 10 short films, which will be premiered at GSMA’s 3GSM World Congress at Barcelona this year.
Incidentally, Roamware is also the exclusive sponsor of the Sundance Film Festival: Global Short Film Project, a joint initiative of the GSMA and the Sundance Institute. Craig Ehrlich, Chairman, GSMA, said, “The Sundance and Bollywood communities represent some of the most creative, vibrant and diverse talents in the world, and we are delighted to be able to showcase these extraordinary films in Barcelona.”
Neeraj Roy, MD and CEO, Hungama Mobile, said, “From providing music, imagery, video and games, we are now preparing to introduce full features and this is a step in the same direction.” He further said that Hungama Mobile had worldwide exclusive rights to over 70 per cent of Bollywood content on the mobile and digital platforms. When queried on the pricing of the product, he said, “We already have a pricing structure in place for the songs and other multimedia content, but for this, we haven’t decided yet.”
Talking about the enhancement of user experience on mobile phones, Bobby Srinivasan, CEO, Roamware, explained about the various possibilities like ‘MediaCall’ and other value added services. He said, “Bollywood is a huge force in the global film market and we look forward to helping the mobile industry realise the potential of this partnership.”