AGP is exploring different genres to target different audiences, says Ashvin Gidwani

MUMBAI: With adult comedy being the current flavour of Bollywood, Ashvin Gidwani Productions (AGP) has certainly broken the norm by introducing the same into theatre. And Ashvin Gidwani, head honcho of AGP, has no regrets about it.

The prominent theatre personality says, “Indian audiences are very open to mature content. Most of our adult comedy shows run to full houses and I’ve never seen people come out with frowns on their faces”.

Ashvin Gidwani Productions has been tapping into the many genres of comedy with an aim to cater a larger spectrum of audience. It has been hugely successful with plays like ‘Battle of Da Sexes’, ‘History of India VIRitten’, ‘Blame It on Yashraj’ and more. The reason these plays are super successful is because, according to Gidwani, “Audiences see a mirror of their lives or the ones of the people they know to relate to the play.”

With most of his plays being staged across the globe, Gidwani agrees the future of Indian theatre is indeed bright. He further adds “our work is adapted as we tour various cities in India as well as internationally.” Each play is customized according to the audience it is targeted at.

With these efforts, AGP has set its objective of growing a niche market supported by educating the masses about original homegrown theatre. Gidwani, who has not only introduced a new genre of theatre, signs off saying “modification of content is the key to the globalisation of the Indian theatre industry.”

Latest Reads
Zee Studio to premiere the post-apocalyptic horror drama - MAGGIE!

Zee Studio, the hollywood movie destination, brings the Indian television premiere of Maggie. Starring multi-award winner Arnold Schwarzenegger and Academy Award-nominee, Abigail Breslin, this post-apocalyptic drama premieres on 10 December 2017, Sunday at 12 noon and 9 pm.

Movies Hollywood
Demonetisation, decline in govt ads impact UFO Q2 numbers

BENGALURU: Indian digital cinema distribution network and in-cinema advertising platform UFO Moviez Ltd (UFO) reported a 12.8 percent year-on-year (y-o-y) decline in consolidated operating revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18) as compared with the corresponding year ago...

Movies Movies On Mutiple Platforms
The modern day economics of film financing

Only 2 per cent of the total movies released in 2016 in the US were computer graphic (CG) animation, yet they grossed more than 21 per cent of the US box office collection. Strong animation brands have longer shelf-life and generate revenue for years.

Movies International
Bengali film Posto to premiere on Hoichoi before satellite TV

NEW DELHI: Digital Bengali entertainment content platform Hoichoi has acquired exclusive digital rights of this year’s most successful Bengali feature film Posto, ensuring it a world digital premiere today before a satellite TV premiere. This will provide Bengali moviemakers a robust additional...

Movies Regional
PVR acquires minority stake in US luxury theatre chain

PVR Ltd (PVR) will acquire a minority stake in US-based luxury restaurant and theatre iPic-Gold Class Entertainment (iPic).

Movies Hindi
Eros reports higher profit margin despite fewer releases

BENGALURU: Sunil Lulla-led Eros International Media Limited (Eros) reported 21 per cent margin (on operating income) for consolidated profit after tax (PAT) for the quarter ended 30 September 2017 (Q2 FY 2017-18) as compared with 12.8 per cent margin for the corresponding quarter a last ago. The...

Movies Hindi
Inox reports increase in revenue, profits for second quarter

BENGALURU: Indian cinema chain Inox Leisure Limited (Inox) has reported improved revenue and net profit after tax (PAT) for the quarter ended 30 September 2017 (Q2-18, current quarter) as compared to the corresponding quarter of the previous year (Q2-17, year ago quarter). Inox revenue from...

Movies Hindi
1700 films received on ending violence against women film contest

NEW DELHI: Around 1700 entries from over 600 colleges have come in response to a campaign launchged earlier this year for two-minute films on generating debate and promote positive change in cultural and social norms around the value of women in India. The campaign ‘#BasAbBahutHogaya – Enough is...

Movies Hindi
Reduce GST on film industry, IMPPA pleads to FM Jaitley

NEW DELHI: The Indian Motion Pictures Producers Association (IMPPA) has urged the government to fix 5 per cent as the maximum GST rate that should be charged on all goods and services connected with the entertainment industry including entertainment tax.

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories