MUMBAI: Shemaroo Entertainment has forayed into the market of World Cinema in DVD format with the launch of three titles - Oliver Hirschbiegel’s Downfall (German), Pedro Almodovar’s All About My Mother (Spanish) and Costa – Gavras’s Amen (French/ German). The DVDs are priced at Rs 349.

With the launch of its ‘World Cinema’ sub-brand, which aims to promote “world class cinema” in the retail market, Shemaroo is the latest to join the list of present market players in this segment like Lumiere, Palador and Enlighten.

Says Shemaroo Entertainment Director Hiren Gada, “We have picked the finest world cinema titles from the best makers. To widen the reach of world cinema, we have priced the DVDs reasonably. The DVDs include Hindi subtitles and other features like the booklet and short films.”

Shemaroo World Cinema has tied up with film and media school Whistling Woods International (WWI) as its knowledge partner. Shemaroo and WWI will undertake various promotional initiatives to promote World Cinema among the potential target audience.

Says Whistling Woods International chairman Subhash Ghai, “As movie sensibilities evolve among Indian audiences and they take a global outlook, there is a critical mass developing for all types of cinema. Shemaroo has taken the lead in making available global cinema easily to everyone who appreciates the same. I believe such initiatives will help promote our understanding of various cultures and cinema styles thereby raising benchmarks of film-making in India.”

Also, the ‘special feature’ section in all Shemaroo World Cinema DVDs will carry ‘Purple Patch’, a selection of short films made by students of Whistling Woods International Institute. The Institute will also create the content for the booklet that will be enclosed in all World Cinema DVDs. Shemaroo and WWI will also launch various promotional activities and events to promote World Cinema among the potential target audience.