Indiantelevision.com Team

(27 September 2007 3:30 pm)

MUMBAI: Percept Holdings' 360 degree film marketing company P9 Integrated has launched 'P9 Searchlight' - a vertical dedicated to provide tailormade marketing solutions for concept cinema and budgeted films, targeted at niche audiences. P9's Rupesh Jain will be the business head for this division.

P9 Searchlight business head Rupesh Jain ( Pic by Mitesh Bhuvad)

P9 describes 'concept cinema' as the new breed of films like Loins of Punjab, Manorama Six Feet Under, Bheja Fry, Dor, Traffic Signal, Iqbal amongst others, which are made within limited budgets but are high on content.

Says P9 Integrated CEO Navin Shah, "The audience today needs to be fed with something new and exciting; they don't necessarily need big stars, exotic songs in scenic locales. They now crave for quality and rich content films. This has given birth to a new breed of 'concept cinema' which are high in content. P9 Searchlight will work towards marketing of these films, which have great talent, lucid narrative, crisp editing and provides wholesome entertainment."

Under P9 Searchlight, the various services that will be offered include film publicity, Bollywood based content syndication, creative design, distribution support, commercial viable study, media tie-ups, media planning and buying, overseas syndication, amongst others.

This year P9 has already marketed Bheja Fry and Loins of Punjab, under concept cinema. Four more movies under the same genre will release this year, says P9 Searchlight business head Rupesh Jain.

"There's an interesting line-up of films over the next few months. This includes N Chandra's Breaking News, Mani Shankar's Mukhbir, Vikram Bhatt's Mumbai Salsa apart from Pankh and My Daddy Strongest," he says.

P9 Searchlight has also organised an advisory board to promote concept cinema. NFDC MD Nina Gupta, Loins of Punjab producer and director Manish Acharya, Bheja Fry producer Sunil Doshi and N Chandra are members of this advisory board.