PVR to distribute Hindi films

NEW DELHI: PVR Cinemas has entered distribution of Hindi movies. So far, the Delhi-based company has distributed English movies in collaboration with Miramax in addition to running its multiplexes.
Company officials said the current move is to push the firm and expand in its value chain. Soon, Ajay Bijli-promoted PVR is likely to enter movie production.
Initially, the company will distribute Amitabh Bachchan starring Aetbaar slated for release later this week in Delhi and UP.PVR will distribute films across the country for future releases.
"We have a fair idea of what works and what doesn''t. We have plunged with the right product," said Sanjeev Kumar Bijli, director, PVR Ltd and incharge of the distribution business. Bijli admitted that Aetbaar will compete with another Bachchan movie Khakee.
"It is tough competition. But we hope Aetbaar will ride with Khakee as it will be a long weekend," said Bijli.
The Indian movie mart is increasingly witnessing entry of corporates entering the distribution segment. Production houses are also joining hands with established distributors.
For example, recently Zee Telefilms announced a strategic tie-up with Rajshri Pictures.
Bijli said they are talking to production houses and will distribute half-a-dozen Hindi movies. "Movies are being treated as an FMCG product. Distributors are becoming an important link in the value chain."