Red Chillies Entertainment steps into film distribution

Company‘s first project will be the SRK-starrer ‘Dilwale’

KARACHI: A decade on from its inception, Shah Rukh Khan’s production company Red Chillies Entertainment Pvt Ltd (RCE) is set to foray into the film distribution business as well. According to a press release shared with The Express Tribune, the company revealed that their first project would be the anticipated Dilwale, which is slated to release on December 18.

“For years, we have been making films, which is one side of the business. The second side is taking it to the consumers. That’s a significantly large piece we wanted to participate in and that’s why we decided to distribute Dilwale,” told Gaurav Verma, chief revenue officer, RCE.

“The idea is to multiply, produce more films, generate more content and develop that capability [of taking our films to consumers] in-house. This is a critical aspect of our business, which is why we thought of doing it ourselves,” he added.

Directed by Rohit Shetty, Dilwale features an ensemble star cast, including Shah Rukh Khan, Kajol, Varun Dhawan and Kriti Sanon. Exhibitors have already displayed readiness to screen the movie for a multitude of reasons.

“It’s the return of the Rohit Shetty-SRK combination, which turned out to be a superhit with Chennai Express. Then, it will see SRK and Kajol together on screen after 2010. Also, Rohit is directing the film, and over the years, he has become a youth icon of sorts,” explained Verma.

The film’s shoot was recently wrapped up in Bulgaria and the next schedule is to be shot in India.

RCE has previously produced Shah Rukh Khan films,  such as Main Hoon Na, Om Shanti Om and Happy New Year.

Published in The Express Tribune, August 12^th,  2015.

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