Get, set go -- Sony to produce Hindi movies, distribute globally

Get, set go -- Sony to produce Hindi movies, distribute globally
SIBABRATA DAS

MUMBAI, OCT 7: Sony Entertainment Television is getting into production and international theatrical distribution of Hindi movies as part of its move to expand from its core television business.

Sony is producing a Hindi movie with Mahesh Manjrekar and has Sonali Bendre as the leading actress. The film, which was recently shot in London, is slated for completion by March 2001.

``We are expanding our role in the entertainment area. Theatrical distribution and film production are the new businesses we are looking at seriously,'' said Sony Entertainment Television CEO Rajesh Pant.

Sony's foray into theatrical distribution will start with Vidhu Vinod Chopra's Mission Kashmir, starring Hrithik Roshan. The movie will premier in London on October 26 and in New York on October 27. It will also be shown on Sony's entertainment channel across the globe. ``We are doing international theatrical distribution for the movie. Depending on the outcome of this, we will take the next step,'' said Pant.

Mission Kashmir will go to the USA, Canada, UK, Europe, West Asia and the Far East. The movie will have sub-title prints in different languages.

Sony, Pant said, plans to distribute a movie a month. Film production will also be a part of the company's extended business.

Though Sony has a small team looking into the movie business, a new division will be created once the size of operations grow. Sources said Ravina Kohli was offered to head the movie team, apart from heading the channel's programming. But she moved out to join as chief executive officer of Channel Nine.

Sony plans to rake up big money from its Hindi movie business, though Pant refused to divulge the targets the company has set for in the first year of operations. Besides generating additional revenue, the company will have movie software exclusively for its entertainment channels. The company has already invested heavily on acquiring telecast rights of big movies for Sony TV and Set Max which is a mix of films, events and cricket.

To integrate between programming and marketing Sony has set up strategic business units. Each day will have a separate programming marketing unit (PMU) to look into the success of the shows.