The Hindu Business Line : The `Bollywood experience' under one roof

Bollywood trailer
Project expected to start in 18 months in Mumbai and 21 months in Delhi
Bollywood memorabilia, walk throughs, Hall of Fame, 3D virtual-games part of plan.
Co in talks with two domestic players for strategic partnerships.

New Delhi March 12 What could make better business sense than leveraging on the craze for Bollywood cinema? Percept Holdings is going to do just that — invest around Rs 450 crore over four years along with strategic partners, to give lovers of Indian cinema the "experience" of Bollywood under one roof.

Slated to become a tourist attraction, the 50,000 to 1,00,000 sq ft of infotainment space related to the film industry is to be a place where film buffs can relive the 76 years of Hindi cinema. "It would be a touch-and-feel experience of Bollywood where visitors can access Bollywood museums, Bollywood rides, sets, memorabilia, even Bollywood tours, Bollywood cafes, walk throughs, a Hall of Fame, event arenas, simulator experiences, 3D virtual gaming booths, merchandising and a host of other experiential offerings," explains Mr Shailendra Singh, Joint Managing Director, Percept Holdings.

The company is currently in talks with two domestic players for strategic partnerships. It is also in the process of tying-up with Bollywood producers and is planning to appoint a global consulting agency to oversee the entire process.

Hoping for Govt support

The project is expected to roll out in Mumbai in 18 months and Delhi in 21 months. Mr Singh hopes to also rope in the State Governments in the venture. "We've written to the Maharashtra Government and hope to get their support in any way — land, profit sharing, equity — as it will benefit them as a tourist destination," he says.

Percept Holdings, the strategic holding company that promotes, owns and manages a spectrum of marketing communication companies, has registered a new company, Bollywood Corporation Pvt Ltd, for the venture just a month ago and is currently in the process of acquiring land for which it has identified two suburban locations — one next to Film City and the other close to Lower Parel.

"Bollywood accounts for over 40 per cent of the total revenues of the overall Indian film industry. It is what the Indian masses turn to for entertainment, but there is no organised format or means to consume this experience. This is an opportunity for the Indian audiences to live and breathe Bollywood under one roof!" he says, adding that he's had a great response from the film industry — to an idea for which the time was long overdue.