NDTV Lumiere, the arm of NDTV Imagine that brings assorted world cinema to the country, plans to foray into home video segment by the end of July. It will also launch its English subtitled channel of world cinema and enter into ?pay per view? arrangement by August. The company that has already released two movies ? Spanish Horror Movie ? ?The orphanage, Iranian Oscar nominated movie ? ?Persepolis? in tie up with PVR Cinemas ? is in talks with other multiplex chains to do more theatrical releases in other parts of the country and is eager to venture into internet downloads subsequently.
Commenting on the cost of the venture, Sunil Doshi, director and co-founder, NDTV Lumiere, said the company plans a staggered release of the movies throughout the territory, to save on cost of prints and pan-Indian publicity. Without divulging the exact amount of break-up of investment Doshi said, ?Acquiring the rights for a movie is just a fragment of the cost. The cost of releasing it in India runs in multiples of acquisition costs. The customs duty at the rate of 43% and the fluctuating currency exchange rate makes the product cost prohibitive. Also, material cost, and subtitle cost?add? to the expenses.? Lumiere has acquired around 450 odd titles of which it plans theatrical release of 55 to 60 %. The company has acquired some movies still in the making that well be premiered in the next Cannes or Berlin festivals. This year will see a release of 50 to 60 movies in theatre from the NDTV group. The DVDs released in the home video segment will be priced in alignment with Hollywood DVD prices. Asked about the estimated market size, Doshi said, ?The universe of world cinema is small but growing. With an increase in the number of people employed in services sectors, particularly call centres, and with a rise in the number of expatriates in India and Indians traveling abroad, time is rife for such a venture. If??international books and music can find a market here, why can?t world cinema??
Among other challenges, Doshi counts the sensibility of Censor Board as a formidable one. ?We are still being guided by guidelines formed in 1952. Getting a nod from censor board becomes tough when one is dealing with others cultures.?