After venturing into the home video vertical, UTV World Movies is now planning to foray into theatrical releases as well. The channel has tied up with Shemaroo for the home video venture and there are approximately 22-24 titles in the home video series.
Sameer Ganapathy, Business Head, UTV World Movies, shared with exchange4media that their constant mandate was to take the channel viewing experience beyond television, which included on ground events, home videos, and now theatrical releases.
The channel has been giving a lot of importance to on ground events and have partnered with several lifestyle events such as its tie-up with Salsa India, Music and Movies night, where they get a band to play a movie in hot spots across the country, and the Mumbai India boat show, where they were the official TV partners. Ganapathy said, “We tie up with events that are related to World movies and culture and its offshoots, and that’s how we have 4-4 on ground activities each month.”
He further said, “These are experience-oriented events and we are still at a nascent stage, learning from our past experiences. But thankfully, so far, the outcome of these events has been positive.”
Sharing some more details about the theatrical releases, Ganapathy said that the movies would be showcased in around 12 to 14 cinemas across four metros. The channel has tied up with a multiplex, but Ganapathy said that he would be able to announce the name of the multiplex closer to the launch date. He, however, said that around 12-14 movies would be released in this multiplex. Some of the movies will be premiered in the multiplex and then aired on the channel.
So far, the channel has a library of 500-600 movies from across the globe and intends to add around 40-50 new titles every year.