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Bored of B'wood? Here's a change

Mar 30, 2007 01:07 AM IST India India

Mumbai: Ingmar Bergman, Akira Kurosawa, Federico Fellini, Krzysztof Kieslowski, Lars Von Trier and many more - if these are the names that made you love cinema then there is some good news for you.

UTV is getting nearly 1,000 world cinema titles to India under a new banner called Olive Collection.

Filmmaker Rakesh Omprakash Mehra is the brand ambassador for this initiative.

But this good endeavour a bad business proposal for a country like India where people are cinema buffs for sure but not cinema literate?

“I thought like that its good endeavour and passion but Ronnie (Screwvala, UTV CEO) took this passion and gave it 360 degree twist. The business module that we have now is long term, has longevity and can have good return,” says Mehra.

The 360 degree marketing plan starts with the theatrical release of the classics in select theatres in a few cities, followed by their DVD release and then a movie channel showcasing these films.

The first film to have theatrical release will be the highly-acclaimed City Of God.

The pricing surely will be a big factor as all these titles are easily available in grey market.

“I think that question that everyone needs to understand that we all need to start paying for good content. the fact is that once we have the titles then the DVDwallas, as you call them, will have to understand that somebody has paid for the rights and we will ensure that only the real ones are available,” says Screwvala.

An interesting aside: at the publicity event, we noticed that filmmaker Rakesh Omprakash Mehra has dropped the "Y" from his name.

Wonder if it’s just a spelling error or he's hoping for a change in luck after the many difficulties he's faced in signing a star for his next project Dilli –6!