Hindi
Interactive Television acquires media rights for Fun Cinemas
MUMBAI: Interactive Television has acquired the on-screen media rights for 11 Fun Cinemas multiplexes.
All advertising deals in any of the 11 Fun Cinemas screens will be routed though Interactive Television. The screens include Fun Cinemas screens in the NCR region, Panipat, Gulbarga, Lucknow and Chandigarh.
Says Interactive Television CEO Ajay Mehta, “We are extremely thrilled to have a reputed brand like Fun Cinemas on board amongst our already existing stream of established multiplex chains. With this partnership we hope to cater to our clients needs better and make their brand reach more effectively to up market audiences across the country.”
Says Fun Cinemas VP marketing Anand Vishal, ”With Interactive coming in as our onscreen partner, our multiplex chain stands to have 50 per cent market reach of top corporates in India. Interactive has been the strongest player in the category and we definitely want to make the most of it.”
For Interactive Television, a partnership with Fun Cinemas is the next step forward as the growth in the demand for in-cinema advertising is tremendous. Multiplexes have now started screening movies which appeal to platform as well as niche audiences which gives advertisers the option of selective screening. The growth of multiplexes is another factor which has contributed to the increase in the in-cinema advertising trend.
Hindi
ZEE5, Applause announce new film Everybody Loves Sohrab Handa
Rajat Kapoor’s dark comedy thriller to stream on ZEE5 from April 10
MUMBAI: ZEE5 and Applause Entertainment have announced their next direct-to-digital collaboration, Everybody Loves Sohrab Handa, a darkly comic whodunnit set to stream from April 10.
Produced in association with Mithya Talkies and written and directed by Rajat Kapoor, the film marks the latest addition to a growing slate of genre-diverse titles from the two partners. Their previous collaborations include dramas, psychological thrillers and dark comedies, with this outing leaning into a layered murder mystery.
The film features an ensemble cast including Vinay Pathak, Ranvir Shorey, Waluscha De Sousa and Saurabh Shukla, among others. The narrative promises a mix of satire, strained relationships and hidden tensions, inviting viewers to look beyond the crime to the dynamics that lead up to it.
ZEE5 business head hindi and chief channel officer Andtv Kaveri Das said, “Our collaboration with Applause Entertainment has been instrumental in building a strong slate with titles such as Bloody Brothers, Mithya and Jab Khuli Kitaab. Everybody Loves Sohrab Handa is a natural progression, aligning with our focus on genre-led content that resonates with audiences.”
Applause Entertainment business head movies Sunil Chainani said, “This collaboration with ZEE5 continues to stand out for its diversity of genres and narrative styles. Everybody Loves Sohrab Handa adds a sharp, darkly comic whodunnit to that mix, driven by Rajat Kapoor’s distinct voice.”
Sharing his creative approach, Rajat Kapoor said he was drawn to the emotional layers behind the genre. “I was interested not just in the mechanics of a whodunnit, but the emotional violence that precedes physical violence. These are people who appear close, yet carry unspoken tensions that eventually surface.”
The partnership between ZEE5 and Applause continues to build on a shared focus on distinctive storytelling, with each project exploring a different tone and genre.
With its mix of humour, tension and ensemble storytelling, the film aims to offer more than just a mystery. It promises a closer look at the secrets people keep, and the consequences when they finally come to light.
