Viacom18 Motion Pictures enters regional cinema space

Jayesh Muzumdar to head Regional Films Business; studio will launch movies in 5 languages

BestMediaInfo Bureau | Delhi | March 26, 2013

Viacom18 Motion Pictures has announced its entry into the regional cinema space with a robust slate for 2013. After a successful stint of two years as an integrated movie studio and being one of the market leaders, Viacom18 Motion Pictures' move comes in the light of the brand's vision to be a pan India studio. Jayesh Muzumdar, who is currently Director - Commercial Affairs, Viacom18 Motion Pictures, will also be heading the Regional Films Business reporting to Vikram Malhotra, COO.

Sudhanshu Vats, Group CEO, Viacom18, said, “Foraying into regional cinema is in line with our vision for Viacom18 to have a strong presence in the regional entertainment space, both television as well as films. Geographic and linguistic segmentation is a key component of our growth strategy as we move ahead, and the good news is that we've already firmed our plans in five key regional markets.”

He further said, “Over the last two years, Viacom18 Motion Pictures has redefined the rules of Hindi Cinema, making critically acclaimed films that were commercial successes as well. As we move in to other languages, we hope to replicate our model and success in those markets as well.”

In its inception stage, the studio's regional division has a pipeline of six movies across Tamil, Telugu, Marathi, Punjabi and Bengali. The Tamil and Telugu titles include the remake of the studio's phenomenal 2012 hit 'Kahaani'. The remake will be directed by Shekhar Kammula and stars superstar Nayanthara. The Marathi movies include the sequel to the popular hit 'Zapatlela', which would make it Marathi cinema's first sequel and 3D film; and '72 Miles', a movie based on the commercially successful novel of the same name and directed by award-winning director Rajiv Patil. Kumari Gangubai Non-Matricthat brings a loved TV character on the big screen for the first time.

'Bhitu', creatively produced by Neeraj Pandey and starring Bengali superstar Jeet, and 'Reunion' (working title), creatively produced by Sujoy Ghosh have been lined up in Bengali. Lastly, 'Bhajji in Problem' is a Punjabi film featuring Punjabi superstar Gippy Grewal and directed by Smeet Kang who has to his credit Punjabi cinema's hit to date – 'Carry on Jatta'. This film will feature cricketer Harbhajan Singh, Honey Singh and Akshay.

Vikram Malhotra commented, “We are now firmly on the path of our ambition to be a pan-India movie studio. With incremental growth coming from regional markets, Viacom18 Motion Pictures will now extend its understanding of pathbreaking content and innovative marketing skills to connect with regional audiences. Our partnerships with best in class talent across languages underscore the trust that our creative partners put behind our studio."

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