CALCUTTA — Fox is bolstering its marketing expertise and trimming unnecessary flab in India in hopes of better exploitation of its movies across the country. To achieve this, the studio is picking “professional movie agents” at key cities nationwide.
“We will handle the distribution in Bombay and neighbouring areas from our hub in Bombay. But, in Calcutta, Delhi and Madras to begin with, the studio has appointed agents who are seasoned professionals in the movie business to look after and activate our movie distribution operations,” says Fox India’s marketing chief Paresh Manjrekar.
Some of Fox’s current, unprofitable offices in these cities have been shut down.
In Delhi, Baseshar Pictures has joined Fox’s present distribution fold. This should help tap the full potential of the city, parts of Uttar Pradesh and east Punjab. “We expect to reach into these territories now because Baseshar is adept in marketing films in Delhi and various other areas surrounding the city,” Manjrekar says.
In Calcutta, Fox has selected production and distribution firm Sri Hanuman Enterprises as its agent. Sri Hanuman will distribute the movies not just in the city but also in northeastern states, seeking to reverse a downward trend in the region over the past years.
The agents are compensated on commission. Fox expects to generate extra box office revenues and cut expenses in the long run by entering into these arrangements.