UTV the diversified media entity with presence in Movies, New Media- (Animation &Gaming), TV, Broadcasting announced another first in the Indian media space with launch of its new business vertical UTV Palador - a 360-degree initiative in world cinema under the brand name of 'Olive Collection'.
The Olive Collection is privileged to have as its Brand Ambassador and Partner ' Rakeysh Omprakash Mehra '"In India world cinema has been available to a privileged few. Our endeavor is to bring cinema of the world to the common man in India." says Rakeysh Omprakash Mehra on World Cinema in India.
UTV Palador's 'Olive Collection' will have the world's largest library of world cinema under one roof with over 1000 film titles from 20 countries that have won over 3000 (cumulative) awards that include the likes of BAFTA, Cannes, Pusan, Berlin, Venice, Toronto amongst others.
Further, adds Mr. Screwvala, 'UTV Palador's main objective is to ensure that the beauty, timelessness and quality of the world's greatest filmmakers 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. In addition, this is an extremely high potential category with no significant competition in the horizon.'
The company will invest Rs. 70 crores in the category. The Non-Indian language Movie Segment is estimated to Rs.1500 crores by 2009 and UTV Palador believes that World Cinema in their model could account for 20% of that.
UTV Palador's business strategy for the Olive Collection World Cinema Titles is three fold:
(A) Initiate World Cinema Theatres in selective locations all over India ' and Special Film Clubs and Corporate Screenings
(B) DVD Label
(C) World Cinema Movie Channel
UTV Palador's 'Olive Collection' will host World's greatest collection of world cinema, masterpieces, films from countries like France, Japan, China, Russia, Poland, Denmark, Brazil, Argentina in languages like French, Polish, Russian, Italian, Brazilian, Mexican, Japanese with subtitles.
These films being classic cinematic experiences are counted in the league of the most important films ever made in the history of world cinema. Featuring maverick film directors like Akira Kurusawa Francois Truffaut, Michael Haneke, Wim Wenders, Chabrol, Kiarostami and Kitano along with 50 others who are considered to have shaped the thinking of the world cinema.
The roll out plan for the Olive Collection would begin across all of the platforms beginning this April 2007 each platform reaching the youth, corporate, connoisseurs of world cinema across the country. The Olive DVD Collection will release the world cinema tittles 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 Master Director.
The DVD would also have short film by an Indian director as part of strategy to promote Indian talent along with memorabilia like rare posters, photographs. On the Theatrical front 20 theatres across the country will release the Olive Collection films with 2 shows daily that will account for nearly 15,000 shows per annum. The Olive Collection films will be released in Adlabs Metro & Huma in Mumbai, Gold Adlabs in Pune and in Sathyam Cinemas in Chennai. The films will roll out to Delhi, Bangalore and Calcutta in the second phase.
