MUMBAI: Last year it had two big success with Taare Zameen Par and Jaane tu Ya Jaane Na which notched up huge box office collections. Both were co prods with Amir Khan Productions.

But PVR Pictures has been struggling to find its feet with films such as Contract not doing well as expected and the recently released Merein Khwabon Mein Jo Aayein getting thumbs down reviews from film critics.

In mid 2008, it received $28 million in funding from ICICI Venture Funds Management and JP Morgan Global Special Opportunities Group in order to allow it to double its movie output to eight to 10 pictures in 2009.

Hence, it is no surprise that the Bijli brothers have been looking for the right professional to come and steer their fortunes in building a production slate of films which will extend the PVR group's strength from just exhibition and distribution to production. This time they has opted for former Sony Pictures India executive vice-president –production Uday Singh who has joined PVR as its CEO.

Singh has had almost 13 years of experience at Sony Pictures, on most occasions releasing international titles. He steered the international studio into domestic production with the Sanjay Leela Bhansali mega flick Saawariyan around a couple of years ago.

Confirming the development, Singh said, "Yes, I will be joining PVR Pictures as CEO sometime next week and I would be handling the distribution and production aspects of the company."

Singh joined Sony Pictures India (then Columbia Tristar) in 1996 as managing director. Later, in early 2008, as a part of a major restructuring exercise, Singh was handed over the film production of the company.