Times, they are a changing, and especially so in the Indian kids’ entertainment space. In an industry where entertainment companies mainly target the young and the adults and pay least bit of attention for making a movie for kids, Ultra Movie Channel Ltd, in an attempt to target children and explore this particular segment, has brought in a series of movies for kids.
Well, call it kid power, a marketing gimmick, or simply a sign of the changing times in a globalised India.
Ultra has got the exclusive rights for distribution of Keystone Entertainment’s movies in India. Keystone Entertainment, which is a fully-integrated US-based entertainment company, is into development, production, post-production, marketing, sales and distribution of feature films for worldwide markets.
In 1996, Keystone saw an opportunity to enter the low budgeted family film market that the studios had abandoned. The first film from Keystone’s newly-formed Family Division was AirBud, which grossed $25 million at the box office. AirBud is also the first movie released by the company in India.
Speaking on this, Sushil Kumar Agarwal, Managing Director of Ultra Group, said, “Ultra has always had a keen association with kids as we provide a wide range of entertainment for kids. Ultra has a whole bouquet of merchandising products like Jadoo, Benjamin the elephant, Casper and more. AirBud will definitely be loved by kids and dog lovers. Kicking off with AirBud, Ultra plans a whole range of movies for kids this summer.”
The distribution of Keystone Movies is a part of Ultra’s massive two-year plan that they have rolled wherein the operations will then expand into the production and distribution of films.
“Right now, we are focusing on kids below 14 years as our target audience and this is the first phase of our strategy. In this regard, we have launched a club called Ultratoons Club in Mumbai for kids under 14 years. The genre of kids’ movies has strong potential in Indian market as its not yet tapped in a big way. There is also a clear void of quality control,” Agarwal said.
Pester power works and how!