Studio18, which produces, acquires and distributes Hindi films, has rebranded itself as Viacom18 Motion Pictures (VMP) and is said to be investing Rs 250 crore in producing films over the next three years.
Part of the Viacom18 Group, VMP plans to evolve as film service production and distribution banner, with business spanning across concept development, production, marketing, distribution, merchandising and syndication worldwide. Studio18, earlier, focused on acquiring films and distributing them.
Viacom18 Chief Operating Officer, Vikram Malhotra, said, “Viacom18 Motion Pictures has also launched a new banner called Tipping Point, which will focus on films for the urban youth.” For 2011-12, VMP will release films such as Anurag Kashyap’s Shaitan, Michael and Gang of Waseeypur (to be made in a two-part series), Buddah (starring Amitabh Bachchan) by Puri Jaganathan, Abbas-Mustan’s Players and David Dhawan’s Chashme Baddoor.
“Viacom 18 Motion Pictures will open the year with a romantic comedy titled Tanu Weds Manu, which will release on February 25, followed by two more films co-produced with Anurag Kashyap and titled Michael and Shaitan. These films are set for release in the first quarter of the next financial year,” said Malhotra, who is aiming to release at least four films in 2011 alone. VMP and its subsidiary Tipping Point have invested in creating content with directors such as Abbas-Mustan, Anurag Kashyap, David Dhawan and Puri Jagannadh and newcomers including Bijoy Nambiar, Ribhu Dasgupta and Luv Ranjan.
“We may not be as big as some of our competitors on Saturday, but in the next three years, we will be in the top three film studios in the country,” hopes Malhotra. To begin with, the production company is focusing on small to medium budget films, averaging between Rs 10 crore and Rs 30 crore. Over the last three years, Viacom18 (through Studio18) has produced hits like Jab We Met, Singh is Kinng, Welcome and Ghajini.
In the second half of last year, Studio18 decided to reboot its film business and began by beefing up its in-house marketing function. Since then, the company has created a talent pool of newcomers to ideate for films and scripts. “We hired about six script writers and directors and five-six creative artists who develop scripts in-house and allow us to choose concepts that we feel cater to VMP’s target audience,” said Malhotra.
The in-house talent pool of a dozen-odd people will also help VMP produce films for TV channels like MTV and Nick. “Viacom18 channels like MTV and Nick have a loyal TV audience. We will create three films (30-minute or 60-minute films) for each channel this year,” said Malhotra. The TV films are expected to be centred around popular TV characters and will be conceptualised as mini-films.
