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Shemaroo brings Bollywood movies on mobile phones

Indiantelevision.com Team

(12 September 2007 3:30 pm)

MUMBAI: Home video rental major Shemaroo Entertainment is converting full-length films into 15-minute movies that one can see with ease and without fatigue on one’s mobile.

Shemaroo Entertainment VP Hiren Gada said the project was still on an experimental stage, and had been launched on BPL Mobile's Mobile TV Service. Shemaroo is also in talks with other operators in India and Overseas to launch these movies on their networks.

He clarified that these 15-minute movies on mobile phones are not teasers or highlights — they are short version of the entire film - entertainment that can be enjoyed when one is stuck in bumper to bumper traffic or taking the train back home.

Gada said, 'We thought that it would be fun to have the essence of the story and movie re-edited into a linear format. The skill is in picking the right scenes'.

While the 15-minute mobile movie is for people on the move, the effort is to connect today's generation to these classics through a medium and format that they use everyday. However, Shemaroo now plans to go by audience reactions and feedback on various aspects. Shemaroo flirted with this thought of presenting linear content like themes, songs or 'the best of' scenes on mobiles as a first step to stepping onto the mobile platform with its huge video content library.

Gada said “These movies are like 'snacking-in-between' meals, where one can take a break and catch glimpses of movies”.