PVR ramps up effort in film production

Indian largest theatre chain PVR's Cinemas, which entered the motion picture business through its association with Aamir Khan Productions, is now ramping up its efforts on the production front.

PVR is close to signing a two-film co-production deal with filmmaker Raj Kumar Santoshi for over Rs 60 crore.

Of the two films, one will feature actor Ajay Devgan in a periodic film, based on the life of emperor Ashoka. The second film will be a comedy flick starring Shahid Kapoor.

While one movie will hit the the floor by the end of 2007 the other is slated for the coming year. When contacted, Raj Kumar Santoshi confirmed the development.

"We are in talks. However, I cannot divulge any details," said Santoshi to Business Standard. Sources added that the deal is likely to be finalised on Tuesday.

Earlier, actor Shah Rukh Khan had made a film on Ashoka through his production house Dreamz Unlimited with Juhi Chawla. 'Asoka', was released in 2001 and starred Kareena Kapoor and Shah Rukh Khan. However, the big budget film failed to deliver at the box office.

This co-production will help PVR stay focused on its plan to release four to five films by the end of FY09. Industry sources said that PVR is in talks with various directors for the same.

PVR had announced its foray into film production by collaborating with Aamir Khan Productions for two movies starring actor Aamir Khan. While the film first 'Taare Zameen Par' is slated for release in December, the second film 'Jane Tu Ya Jaane Na' will release in the summer of 2008.

The company plans to strengthen its operations in the movie distribution space with big banner movies such as Taare Zameen Par and has made an initial investment of Rs 80 crore for the expansion of its distribution business