Ultra forays into regional cinema; to invest Rs 200 mn

MUMBAI: Ultra will foray into regional movies and is planning to invest Rs 200 million towards this over one year.

The company, whose core business lies in acquiring and marketing of home video rights of Bollywood films, is looking at Marathi and Gujarati movies.

Ultra has plans to produce 10 films by the end of this fiscal. “We are investing Rs 20 crore in the making of these films which will also be distributed by us. The investment amount will encapsulate all the production, marketing and publicity costs,” Ultra Group managing director Sushilkumar Agarwal told

The company has already completed producing one Gujarati and one Marathi film, which are slated for August and September release respectively. The films will be released across 30 cinemas, most of which will be single screens.

“While the Marathi film, Langda Martai Tangta directed by Pitambar Kale, will be released on 15 August in Maharashtra, Subhash Shah’s Guajarati film Baap Dhamal Dikra Kamal will hit the theatres on 12 September. The film will be distributed and released by us only in Gujrat,” said Agarwal.

Also, apart from distributing its own films, Ultra Group is also looking at acquiring Marathi films from other producers for distribution. “The regional market space, which has a huge growth potential, currently does not have any organized players in this sector. Hence, we have decided to foray into this space for distribution. Presently we are still looking at proposals and have not acquired anything yet,” stated Agarwal.

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