International
Universal ties up with Walmart to promote Hop in US
MUMBAI: For the promotion of its new live action/CG-animated film Hop, Universal Pictures has assembled 92 promotional partners and licensees worldwide like Walmart, Burger King, Comcast, Hallmark, the Hershey Company and Kodak.
For the film about Easter Bunny‘s rebellious teenage son, from Illumination Entertainment, the studio has lined up retailers, including Walmart in the US, Target in Australia, El Corte Ingles in Spain, hmv in the UK and Jay Jay‘s in South Africa.
In the US, Walmart has an exclusive partnership, marking the first time the company has used a licensed property to brand a seasonal campaign. Universal‘s exclusive deal with Walmart marks first time that the retailer has used a licensed property to brand a seasonal campaign.
It is also the first time that partners such as Bolthouse Farms and licensees like Lima Sky have been involved in a film. Lima Sky‘s “Doodle Jump: Hop the Movie” app, which was released earlier this month, reached No. 1 in the iTunes App Store Top Free Apps chart in China, Germany, Austria, Russia, Australia and New Zealand. In the U.S., the app reached No. 2 as a Top Free App and it has garnered more than 3.2 million total global downloads since its release.
The total value in global support from partners and licensees equals more than $75 million, including $19 million in domestic television advertising, the studio said.
Comcast and Kodak are both featuring co-branded Hop television spots with custom animation from Rhythm & Hues, the same company that provided the animation for the film.
Hop is the second release from the Illumination Entertainment stable after last year‘s Despicable Me that grossed more than $540 million worldwide.
International
Russia-India cinematic spectacle Persimmon of My Love set for grand Moscow debut
Hindi cinema style musical revives Indo-Soviet cinema ties for today
MUMBAI: A new chapter in cross-border storytelling is set to unfold as Persimmon of My Love gears up for its premiere in Moscow on 1 April 2026, marking the first large-scale cinematic collaboration between Russia and India in decades.
Positioned as a modern nod to the cultural exchange that once brought Indian classics to Soviet audiences, the film blends Hindi cinema flair with Russian storytelling, aiming to rekindle a long-standing cinematic friendship.
Directed by Marius Weisberg, the musical comedy follows two brothers navigating a lively world of music, family and romance. The lead roles are played by Demis Karibidis and Mikhail Galustyan, with Karibidis also contributing as a screenwriter.
Shot entirely in India, the production leans heavily into Hindi cinema style spectacle. Filming took place across Mumbai studios and the cities of Udaipur and Jodhpur, whose architecture was used to create the fictional setting of Khurmada. A crew of over 350 worked on the project, with large-scale sequences featuring up to 1,000 extras.
The film also brings Indian creative talent into the mix. Dance sequences are choreographed by Jay Kumar, while music by Zurab Matua features songs in both Hindi and Russian, adding to its cross-cultural appeal.
Backed by TNT channel, MyWayStudio and the Russian Cinema Fund, the project reflects a broader push to strengthen cultural ties between the two countries.
With its mix of colour, comedy and cross-border collaboration, Persimmon of My Love is not just a film release but a reminder that cinema, much like music, travels well across borders.
