‘SHEMAROO WANTS TO ENTERTAIN, WITHOUT HURTING SENTIMENTS’
At a time when stand-up comedy is finally finding an audience in India, both on digital platforms and in the form of live shows, Shemaroo Entertainment is launching a roast comedy show, but in a very different format. Its latest offering, ‘Picture Ki Cheer Phaad’, will see stand-up comedian Gaurav Kapoor roast some ‘iconic’ movies, but the series will be released on the big screen, across PVR theatres in 20 cities. Hiren Gada, CEO, Shemaroo Entertainment Limited tells us more…
ABOUT THE SERIES: The idea was to come up with an irreverent take on ourselves; our core business is Bollywood. We have come across different forms of comedy to break stereotypes, like satire, parody or spoof. Roast as a format is very popular among the youth. So we thought of looking up movies that would have been relevant in the past but are no longer so, and come up with a humorous take. Our main aim is to entertain the audience, showcasing yesteryear’s movies in a comic way without hurting anyone’s sentiments.
WHY THE CINEMA FORMAT: We have tied up with PVR and it will get a limited release in 20 cities, as of now, because it’s an experimental format. It’s a pre-recorded series in the theatrical format and will almost be like a movie screening. Our effort was to make it accessible to the common person at common man’s rates.
MARKETING THE SERIES: The base content is coming from a stand-up comedian. The target audience is the youth of today who have Mumbai Mayor Vishwanath Mahadeshwar, Ajoy Mehta, Municipal Commissioner, Municipal Corporation of Greater Mumbai and Zulfia Waris, Vice President, Discovery Communications India at the launch of a 3D theatre at Veermata Jijabai Bhosale Udyan & Zoo will air four shows a day. While the zoo currently attracts over 15,000 people every week and around 30,000 people during weekends, MCGM is hoping that the launch of the new theatre will give a further boost to the zoo, while sensitizing visitors about wildlife. Some documentaries that will be showcased at the theatre are ‘Jawai: India’s Leopard Hills’, ‘African Wild’, ‘Mysterious Wilds Of India’, ‘Extinct Or Alive’ and ‘Speed Of Life’. Speaking about the initiative, Zulfia Waris, Vice President, Premium & Digital Networks, Discovery Communications India said, “The initial line-up of documentaries offered to the VJB Udyan & Zoo theatre are entertaining and at the same time thought-provoking - emerging from the fascinating intersection of the animal, human and natural worlds. We are confident that this unique initiative will go a long way in engaging and awakening viewers to the need for animal welfare and conservation.” Hiren Gada, CEO, Shemaroo Entertainment with Comedian Gaurav Kapoor accepted the roast format. They have learnt to accept this irreverent take on life. For the last few days, the theatrical trailers have been showcased at PVR theatres. We want to establish the concept first. Some amount of buzz has already started. We will also market it on a limited scale on certain TV, Print and Digital properties.
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