Shemaroo Entertainment brings new movie series 'Picture Ki Cheer Phaad'

It will be released exclusively across PVR theatres in 20 cities in India

MUMBAI: Content powerhouse Shemaroo Entertainment has begun experimenting with a new format of ‘Roast Cinema’ in association with VKAAO, a joint venture of BookMyShow and PVR Pictures. The new movie series named Picture Ki Cheer Phaad will be released exclusively across PVR theatres in 20 cities in India.

The new series will see standup comedian Gaurav Kapoor roasting Bollywood movies in his unique style during the first phase of the initiative. On 1 February, the first movie is slated to release. The series will be horror thriller Papi Gudia.

“Shemaroo has been a close part of Bollywood’s cinematic evolution. With this new series, we aim to showcase the change through a humorous take on Bollywood movies. The quality of content has been in vast contrast with today’s Indian cinema, and Picture Ki Cheer Phaad will reflect the same with an added sense of humor. Our main aim is to entertain the audience, showcasing yesteryear movies in a comic way without hurting anyone’s sentiments. The industry has matured over the years and we hope this is enjoyed alike by the moviemakers and the audience of today who are always in search of innovative content,” Shemaroo Entertainment Ltd CEO Hiren Gada said.

Talking about the target audience of the show, Gada said although comedy format works for everyone, roast format has been working more in a younger audience. He also added that the youth audience have not even watched some of the movies from 80s or 90s. According to him, this is a funny way to connect to this audience.

“We have tied up with PRV VKAAO, they have supported us lot with in-theatre trailer placement. Apart from that, we have done marketing on few limited TV channels, digital media. Like I said, this an experiment and I hope this works. At this point, there is a limited release. It’s a national release in 20 cities but we will be releasing it on 40 screens. The marketing is more focused on theatre goer audience in those cities,” Gada commented on the marketing initiative.

Latest Reads
BARC week 15: Star Sports 1 Hindi rides on IPL high to lead across genre viewership

It is the third week since the commencement of India’s richest league and for the second week in a row Star Sports 1 Hindi led viewership ratings as per Broadcast Audience Research Council of India (BARC) weekly ratings for the top 10 channels across genre in week 15 of 2019 ().

Television TV Channels Viewership
Nepal’s ad-free foreign channel proposal worries Indian broadcasters

A bill proposed by Nepal which says that foreign broadcasters should be made to air their channels without advertisements has got Indian players worried, according to a Hindu Business Line report.

Television TV Channels News Broadcasting
Lalitha Jewellery is top brand in BARC week 15 data

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 6 April 2019 and 12 April 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals NCCS All,...

Television TV Channels Viewership
Launch of Zee Kannada’s Weekend with Ramesh Season 4

Zee Kannada, a leading General Entertainment Channel in Karnataka, has never failed to regale its viewers by its unique content.

Television TV Channels Regional
Zee dominates Bangla, Kannada segment in BARC week 15

In the Bengali language market, Zee Bangla stood as the leader in BARC data week 15. Oscar Movies Bhojpuri garnered fifth position in the Bhojpuri market.

Television TV Channels Viewership
Discovery channel follows path to the moon of Israeli team in a one-hour exclusive ‘Return to the Moon: Seconds to Arrival’ premiering Monday April 22 at 10 pm

Since the dawn of the Space Age only three countries have landed a craft on the moon, the U.S., Soviet Union and China.

Television TV Channels Factual @ Discovery
BARC week 15: Dangal TV, powered by DD Free Dish, tops Hindi GEC (U+R), rural

MUMBAI: Sony Pal is the new entrant, securing tenth position by replacing Star Utsav in Hindi GEC (U+R) as per Broadcast Audience Research Council (BARC) data for week 15 of 2019. In rural and urban markets, no changes were observed.  Hindi GEC (U+R)

Television TV Channels Viewership
English News genre only gainer in Chrome DM week 15

English News grew in week 15 of Chrome Data Analytics and Media by 0.80 per cent.

Television TV Channels Viewership
Watch breath-taking wedding celebrations and beautiful love stories as FYI TV18 brings “Our Wedding Story” this April

Every wedding is special and beautiful. And the upcoming series ‘Our Wedding story’ provides a ringside view into heart-warming love stories and their blossoming into matrimony.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories