MUMBAI: Reliance ADAG's Adlabs Films Ltd, through its US subsidiary Adlabs Films USA, has signed a partnership deal with ImaginAsian Entertainment, Inc, a player in promoting Asian Pacific American culture to mainstream America.

Adlabs will operate a 240-screen movie theatre chain in the US from the second quarter of 2008. As part of its US strategy, Adlabs will show Hollywood films as well as cinema from South Asia and East Asia. ImaginAsian, with its marketing and distributing of Asian Pacific content, will supplement, support and provide content related to South Asia and East Asia.

The deal was jointly announced in New York by ImaginAsian Entertainment COO and president J Edward Lee and Adlabs Films USA business head (North America) Uday Kumar.

Kumar said that the partnership could allow Adlabs and ImaginAsian to build significant scale in the market, and provide the opportunity to leverage and grow their collective assets, including the theatres and cable TV network.

"Adlabs' entry in the US market marks yet another major Asian industry leader demonstrating their commitment to growing the Asian American media space," said Lee.