The Hindu Business Line : NDTV Lumiere bets on a growing audience for international cinema

New Delhi, June 25 With a dedicated channel expected to be ready in three months’ time, NDTV Lumière, the contemporary world cinema distribution business, is tying up with its other associations.

It is a passion driven venture. While 95 per cent of the cinema audience in India watch Indian and ‘Bollywood’ movies, only five per cent will buy tickets for an international release, says Mr Sunil Doshi, Director, NDTV Lumière. The films it acquires will reach audiences through theatres, home entertainment and DVDs, and a dedicated channel. Partners, including corporates who may want to book exclusive screenings, institutes such as Alliance Française and the Max Mueller, and other retail outlets are being finalised for the 400-odd titles that it has already acquired.

The company has already partnered with PVR Cinemas and has launched its second release, the critically acclaimed animated feature Persepolis. According to Mr Doshi, it was among the most expensive acquisition in the library of 400 titles. The producer of the charming sleeper hit Bheja Fry believes Indians are not deprived of the best of international books and music, “so why should they be deprived of the best of cinema?”.

Also to NDTV Lumiere’s advantage, is the rapid progression of digital television. “According to recent TV audience viewership data, DTH subscribers are spending a lot more time watching niche channels,” says Mr Dhruvank Vaidya, Senior Vice-President, New Ventures, NDTV Imagine. There are many more digital downloads today and DVD prices were also coming crashing down, he added. The rates have not been finalised, but they are likely to be comparable to Hollywood movie DVDs retailed here, or starting in the range of Rs 399. The Lumière library consists of Kurdish, French, Chinese and Sri Lankan movies and includes contemporary titles that have won awards at the recent Cannes festival. The challenge is to change consumer behaviour, said Mr Vaidya dismissing competition from others who have ventured into the same territory such as UTV with their World Movies’ channel. Competition will only help them win over, more quickly, audiences for subtitled international films, says Mr Doshi.

The business is also looking at revenue opportunities from corporate gifting and events. Alliance Lumière Pvt Ltd, the company that owns the brand name NDTV Lumiere is a joint venture of NDTV Imagine, Mr Manmohan Shetty and Mr Sunil Doshi.

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