MUMBAI: PVR Ltd, through its 100 per cent subsidiary PVR Pictures, is ramping up its content creation activity as a part of its backward integration in the filmed entertainment space. PVR has charted out an investment of Rs 1 billion for film production.

PVR has teamed up with veteran director Rajkumar Santoshi for two films and is planning to make a historic epic “Ashoka - The Great” with Ajay Devgan.

The other film, a romantic comedy, will mark the return of Rajkumar Santoshi to comedy 13 years after his cult classic Andaz Apna Apna, and will have Shahid Kapoor and Katrina Kaif in lead roles. Both these films are slated for release by August 2008 and March 2009 respectively.

The company had earlier ventured into film production with a two-film deal with Aamir Khan, out of which Taare Zameen Par, which also marks the directorial debut of 'Mr Perfectionist', is slated for release this year during Christmas. The other film Jaane Tu Ya Jaane Na is scheduled for release in February 2009.

PVR Pictures is also on the verge of signing more deals with other directors and is strengthening its management base. PVR Pictures has appointed Ashoka Holla as COO of their film production cell. Holla will be spearheading PVR Pictures’ content creation (Production) in Movies, International business & Home Entertainment.

Sanjeev Kumar Bijli, joint MD, PVR said, “With a proven track-record in the exhibition and distribution of films, we at PVR felt the need to expand in the entertainment space through content creation, and thus are venturing into production. To begin with we aim to produce five-six films out of which two are co-productions with Aamir Khan Productions and two will be directed by Rajkumar Santoshi.”

Commenting on his association with PVR pictures, Rajkumar Santoshi said, "In PVR, I found a combination of the desire for good cinema and a very keen sense of movie business. We are looking forward not only towards success but also, towards an amazing experience of making films together."