Wednesday, March 28, 2007
March 27th saw the launch of UTV's new business vertical UTV Palador, a 360 degree initiative in world cinema under the brand name of Olive Collection. The collection will have the world's largest library of cinema under one roof with over 1000 film titles from 20 countries that have won 3000 (cumulative) awards that include the likes of BAFTA, Cannes, Pusan, Berlin, Venice, Toronto amongst others.
UTV head honcho Mr Screwvala adds "UTV Palador's main objective is to ensure that the beauty, timelessness and quality of the world's greatest filmmakers is not lost to Indians. It was our vision to ensure that quality cinema is not a one off event at limited location but a regular part of India's entertainment industry".
The roll out plan for the Olive Collection would begin across all the platforms beginning this April 2007 each platform reaching the youth, corporate, connoisseurs of world cinema across the country.
The Olive DVD will have short films by an Indian director as a part of the strategy to promote Indian talent along with memorabilia like rare posters and photographs. On the theatrical front 20 theatres across the country will release the Olive Collection films with two shows daily.
The Olive Collection will have Rakesh Omprakah Mehra as its brand ambassador and partner.
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