PVR inks distribution deal with Summit for Twilight series

MUMBAI: PVR Pictures has bagged the exclusive India distribution rights of the films produced, co-produced and distributed by Summit Entertainment.

While studio majors have been ramping up their distribution and production activities in the country, the Summit-PVR pact marks a step forward for an independent cinema company.

Talking on the partnership, PVR Ltd Joint Managing Director Sanjeev K Bijli said, "By joining hands with Summit Entertainment, we have yet again given an impetus to raising the bar to provide world class entertainment to India. We are at the helm of business of entertainment and the year ahead is a very exciting one for us in terms of growth, business expansion and rich myriad slate of releases lined up. So every partnership that we strike would reflect strongly on our business plans."

Talking about PVR‘s marketing strategies for Twilight and New Moon, PVR Pictures‘ worldwide marketing head Ranjan Singh says, "Since we are releasing both Twilight and New Moon in a span of just two weeks, we have, on principal, decided to market both the films as a series under the name of ‘Twilight Saga‘. As a normal procedure, we will take the help of print, television, outdoor and internet to market the films extensively. Our website will be active from tomorrow and so would be the start of our promotions."

PVR will be releasing Twilight in 50 screens while the sequel will be released with 150 odd prints in English, Hindi, Tamil and Telugu.

Discloses Singh, "Twilight that was released in November 2008, has been around for sometime. Many people must have seen it or may be having the home video of the film. Hence, as a cautionary measure, we are releasing the film with 50 prints.

"On the other hand, New Moon is releasing globally on 20 November, the day we are releasing Twilight here in India. New Moon will release in India on 4 December. Comparitively, it being a new film, we are releasing the film with 150 odd prints."

Though PVR has not got a hold yet on distribution of English films with its revenue remaining at between 5 to 10 per cent, Singh has an answer to that. "If, we can bring in the big movies like the New Moons to India, we can definitely chart our growth effectively," he adds.

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