More
than a decade after its launch as a production company, Shah Rukh
Khan’s Red Chillies Entertainment (RCE) has branched out into the
distribution market with Rohit Shetty’s Dilwale featuring the star
himself opposite Kajol.
Shah Rukh Khan
A source says, “Red Chillies is now planning to expand its business
and convert itself into one of the biggest studios in the country. Apart
from co-producing Dilwale, it has also taken up the responsibility of
distribution in India as well as abroad. As of now, the film has been
sold to exhibitors in major trade centres like Delhi-Uttar Pradesh,
Punjab, Bengal, Bihar, Odisha, Nizam, Rajasthan and Central Province at
the highest rates ever. The business expected is nearly R280 crore.”
Gaurav Verma, chief revenue officer, RCE, confirms the development
and says, “We want to upgrade Red Chillies into a film studio. So, the
basic function is not only to make a film, but also exploit the other
avenues. We will be working with partners across all platforms, but it
will largely be controlled by us. Our films are mostly marketed and
distributed based on merit and we understand the expectation the film
carries not just from us but the audience as well. And we know how to
cater to that expectation.”
Red Chillies’ distribution will not be limited to home productions,
adds Verma. What are their plans to maximise business as Dilwale is all
set to clash with Sanjay Leela Bhansali’s magnum opus, Bajirao Mastani
this December? “As far as the division of audience and business is
concerned, we have seen makers shuffling their release dates to avoid
clashes at the box office. So, it’s too early to comment on our plans.”
No comments:
Post a Comment