UTV launches world cinema collection; to pump in Rs 70cr

Mumbai, Mar 28 (UNI) UTV, a leading motion picture production house, has launched its new business initiative, UTV Palador, which will have the world's largest library of world cinema with a planned outlay of Rs 70 crore.

The initiative under the brand name of 'Olive Collection', will have 1,000 film titles from 20 countries that have won over 3,000 cumulative awards including the likes of BAFTA, Cannes, Pusan, Berlin, Venice, Toronto amongst others.

UTV Chairman and Chief Executive Officer Ronnie Screwvala said UTV Palador seeks to have a 20 per cent share in the non-Indian language movie segment, which is estimated to be at Rs 1,500 crore by 2009.

''UTV Palador's main objective is to ensure that the beauty, timelessness and quality of the world's greatest filmakers is not lost to Indians. It was our vision to ensure that quality cinema is not a one off event at limited location but a regular part of India's entertainment industry,'' he added.

Olive Collections' Brand Ambassador and Partner, noted director Rakeysh Omprakash Mehra said, ''In India, world cinema has been available to a privileged few. Our endeavour is to bring cinema of the world to the common man in India.'' UTV Palador's business strategy for the Olive Collection world cinema titles is two-fold -- first to intiate world cinema theatres in select locations all over India and Special Film clubs and Corporate Screenings. Second, create and make DVD labels and finally a World Cinema Movie Channel.

The roll out of the collection would begin across all platforms from this April reaching the youth, corporate and connoisseurs of world cinema across the country.

The Olive DVD collection will release the world cinema titles in a phased manner and will include special features like a special short film that lends itself to the main film along with bonus features by the Master Director.

The DVD would also have a short film by an Indian director as part of the strategy to promote Indian talent.

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. The films will be released in Adlabs, Metro and Huma in Mumbai, Gold Adlabs in Pune and Sathyam Cinemas in Chennai.

While the films will roll out to Delhi, Bangalore and Calcutta in the second phase.

UNI