PVR Cinemas has entered into an alliance with Verma Corporation Limited (VCL) and K Sera Sera’s production company, Factory, to form ‘PVR/Factory’ for the domestic distribution of Hindi films throughout the country. The new venture will operate under PVR Pictures entity and will have exclusive distribution rights in Delhi, Uttar Pradesh and Uttranchal region for the upcoming films of Factory.
PVR has been distributing English movies in collaboration with Miramax. “We have seen tremendous success with English films; the move into Indian film distribution market was only natural. We identified the partner keeping in mind that Indian audiences are becoming increasingly discerning in their viewing demands,” said Sanjeev Bijli, Director, PVR Pictures.
“The Indian movie mart is increasingly witnessing corporates entering the distribution segment. Production houses are also joining hands with established distributors,” Bijli told exchange4media.com. Zee Telefilms recently initiated a strategic tie-up with Rajshri Pictures.
“Partnering with PVR Pictures for the distribution of our films in the northern region was an easy choice. PVR Pictures brings along with it the know-how and experience,” said Ram Gopal Verma, Director, VCL according to a press release, “PVR Pictures brings in transparency and a systemic approach, which will help in growing the market for the films produced by Factory,” said Azam Khan, Director, K Sera Sera.
PVR Pictures has entered the Indian film distribution market with ‘Aetbaar’, starring Amitabh Bachchan, Bipasha Basu and John Abraham. Moving further, Factory is slated to release 9 movies in the next 18 months, and is open to distributing films of other producers too. The agreement between the three entities envisages a profit sharing relationship between them on the distribution of films like ‘Ab Tak Chappan’, ‘Murder at 2 o’clock’, ‘Vishnu Prasad Gayab Ho Gaya’, ‘Darna Jarrori Hai’, ‘James’, ‘Vastu Shastra’, ‘Naach’, ‘Time Machine’ and ‘D’.