Ultra to produce, distribute films

Ultra Movie Channel Ltd, that distributes DVDs and VCDs and has rights to 1,500 Hindi film titles, is not new to the entertainment business.

And now the 20-year-old Mumbai company, with a turnover of Rs 35 crore, is expanding its area of operation: it is getting into film production as well as distribution.

It is also reviving its music division that produced and sold film and non-film music under the Ultra brand. "The division was wrapped up in 1996 as the music industry went into a decline," says the company's managing director Sushil Kumar Agrawal.

Now Agrawal's company is producing five feature films "" three of which are in the post production stage "" "and the music of these films will be released by Ultra," he states.

Agrawal is betting on small budget films (directed by Raj Sippy, Chandra Bahl) as they are quick to complete and deliver reasonable profits thanks to the multiplex revolution.

Other than the music, Ultra will also distribute its own films. "Theatrical distribution is not easy to break into. We are, therefore, beginning only with the Mumbai circuit for film distribution as we know the exhibition trade here."

Besides distributing its home productions, the company has also tied up with Keystone Entertainment, a North American company to distribute its children's films in India and the SAARC countries.

The company will release a series of 10 Keystone movies in the next 15 months. The first in the series, Air Bud, was released recently.

Two other films, Spymate and Chestnut, currently under production, will be released across all international markets including India, in November-December this year. For India, Ultra will dub the films in four languages "" English, Hindi, Tamil and Telugu.

Internationally, Keystone has already successfully released eight of the 10 films it produced, grossing around Rs 400 crore. It hopes to replicate the success in the Indian market as well.

"The potential for children's films has not been tapped fully in India. Our association with Keystone underlines our focus on providing children between the age group of 4 and 14 years with quality entertainment," says Agrawal. He expects 35 per cent growth in the company with its foray into film production and distribution.

Formed in 1985, the Ultra Group of companies is also the licensing partner of internationally acclaimed entertainment groups like Kiddinx, Carlton International, Granada, Agogo, HIT entertainment and Harvey Toons.