However there are issues such as entertainment taxes to be resolved." As for the rationale behind the new initiative, Mr Dutta explains that the quality of Indian cinemas do not meet international standards at present. "Since Kodak is a part of the industry, we feel obligated to work in the direction to lift the quality of the Indian cinema," adds Mr Dutta. According to Mr Dutta, Kodak Entertainment Imaging Division is planning to introduce `Screencheck' programmes in India for the first time. Explains Mr Dutta: "It's basically a certification programmes for current cinemas to improve their quality. Two years ago, we introduced Vision Print Films with Hum Dil De Chuke Sanam. With the success of the film, our product is also gaining popularity," adds Mr Dutta. The Rs 100-crore Entertainment Imaging division is considered to be a leader in the motion pictures industry with a 80 per cent market share in the commerce negative film business.

While Kodak is working actively to `raise the quality bar' for theatrical motion picture presentation, the success/acceptance of Kodak's work will depend on cooperation among a number of industry participants, including exhibitors, distributors, laboratories, and the government.