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MUMBAI:
As consumers get more exposed to international culture and
media, Indian media companies are looking to tap into their
curiosity for world cinema.
One
of these is NDTV Imagine. The company has announced the launch
of NDTV Lumiere. This venture is dedicated to bringing the
best that world cinema offers to the Indian audience across
different platforms - theatre, TV, home video, online, video
on demand.
 NDTV
Imagine CEO Sameer Nair says that the investment in the venture
is Rs 250 million, and he expects to break-even within two
years. Manmohan Shetty who founded Adlabs before leaving it
last year and filmmaker Sunil Doshi who also distributes international
films are the other partners in the Alliance Lumiere venture.
NDTV has a 51 per cent stake.
Nair
says, "Our aim is to explore every avenue of entertainment
and to bring contemporary international cinema to discerning
audiences. NDTV Lumiere takes us beyond just television. It
will allow us to reach multiple platforms and screens. I had
spoken to Sunil in April about brining in international cinema.
We got Mr Shetty interested in this idea."
The
aim is to release 60 films into theatres from March. The releases
will coincide with the overseas release. So it is not a question
of focusing on classic masters alone, says Nair. The focus
will be on exposing Indian viewers to new age masters like
Pedro Almodovar, Wong Kar Wei, Emir Kusturica, Aki Kaurismaki.
The aim is to start with nine cities including the metros
and then expand from there. The company will hold discussions
with exhibitors so that deals are mutually beneficial.
The
film genres will span horror, thrillers, political dramas
and even animation. The countries whose work will be on display
will include France, Spain, Germany, China, Africa, Latin
America, South Korea. Doshi adds that films will be chosen
after visiting festivals like Cannes, Berlin, Sundance, Toronto
and Venice.
"The
endevaour is to create awareness of current global trends
in an industry that is constantly evolving with the continuous
influx of new talent and to offer audiences a wider variety
of films to choose from," says Doshi.
On
the television front, a channel will launch at the end of
April. Nair, though, adds that the channel will only be available
on digital platforms. "We are not in the ratings game
here. People should want to see our channel, and when that
desire is there they will pay for it. We are confident that
the desire is there not just among the older audience but
also among the youth. Differentiation from the current players
is key for us. There is this perception that the foreign film
audience is a subset of Hollywood which is a niche in India.
"My
sense though is that this is a virgin market which at this
point does not have any boundaries. What we are showcasing
is brand new cinema that has not been seen in this country.
It could turn out to be the coolest thing since sliced bread."
In
a lighter vein Nair says that it was pointed out that there
might be backlash from Bollywood as the true source of the
industry's inspiration will be revealed.
The
home video segment will also be launched around this time.
Decisions will be taken about which titles will be released
on which platforms. There will be cases where films, especially
those belonging to the classic era, will be released on home
video and bypass the theatrical circuit.
The
company's site has also been launched. On the ground, the
company will get involved with film festivals. As Shetty points
out, earlier there was just one international film festival.
Now many cities have film festivals. Three of its films will
be shown at the French Film Festival that kicks off in a couple
of days time.
"Although
the Hindi film industry and other regional cinema continue
to rule the box office in India, I always felt that there
was space for cinema from Europe, Latin America, South East
Asia, Africa and Arabic countries. I am happy to have partnered
with NDTV Lumiere to bridge this gap by providing contemporary
world cinema to the growing and evolving audience in our country,"
says Shetty.
Other events the company is looking at include holding lectures
by international filmmakers, having workshops for film students.
It is also looking to offer opportunities for film fans to
interact with directors and actors.
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