'We bring all our films to India'

Kurt Reider, vice president, sales and marketing (Asia) at United International Pictures (UIP) has been visiting India very frequently. The company that distributes films of three major US studios, Paramount, Universal and Dreamworks, is betting big on India.

Reider was in Mumbai for the latest Steven Spielberg film "War of the Worlds," slated for a worldwide release on July 1. He spoke to Aparna Krishnakumar on UIP's marketing and distribution plans for India. Excerpts:

What has been United International Pictures's India experience?

India has not been a big market for us or for English films. But we have been profitable all along. We have now tied up with distributors in every region who know the local market well and can ensure that all pictures from the UIP stable are marketed well. We expect India to become a significant contributor in the next 10 years.

Who do you represent in India?

UIP distributes pictures from Universal, Paramount and Dreamworks studios. They make action films, drama, sci-fi, romantic comedies and much else.

We have entered into distribution tie-ups with Shringar Cinemas for Maharashtra, Gujarat and Central province, PVR Cinemas for Delhi and Gurgaon, Eurasia Visuals for markets of Uttar Pradesh and Hansa Pictures for films dubbed in Tamil, Telegu, Malayalam and Kannada.

How has the Indian market changed for English films over the years?

Our five big markets have been France, Japan, UK, Australia and Germany. India contributes a very small percentage to our turnover.

But it is nice to see the growing interest in comedies, history films and Oscar winners. Earlier, we used to release only 50 per cent of our library in India, now we release 100 per cent as there is a market for every kind of movie.

Despite everyone being gung ho over China, I am bullish on India because the movie business is not as regulated as it is in China.

Sony Pictures in India has ventured into local productions. Will UIP follow?

We would love to. But I don't see it happening at least in the next five years. In the recent past, we have seen some local productions, a French movie by Warner Bros, for instance. Everybody is watching their success.

But, yes, the shift will happen when Hollywood studios will look at investing in markets outside the US and that's when things will happen in India too.