Based in Mumbai, Virgin Produced India will develop, produce and distribute Bollywood films and remake Hollywood content for Indian audiences with support from Cinema Capital India, the outfit that backed recent Hrithik Roshan blockbuster “Krrish 3” and “Dabangg 2.”
“For the last several years, Virgin Produced has started to change the Hollywood mindset by developing a new way of doing business,” said Jason Felts, Founder & CEO of Virgin Produced. “We know how to reach a younger demographic. And we are going to take our unique and successful business model and expand it in Bollywood and throughout India.”
The idea is to reach Indian youth and offer artists a place to create without restrictions, no mean feat in a conservative country with not only a film censorship board but also various conservative orgs that jealously guard against any attempts at edgy programming.
There are no projects currently in the pipeline, although some are envisioned. Jas Mann, m.d. and partner at Tantrik Group, said the new venture will produce some of its own content and acquire and distribute others. They’ll start coming out around mid-2014.
“I like a lot of films coming from India like ‘Delhi Belly,’ but not necessarily that kind of film. We’ll create our own DNA within that DNA.”
Virgin Produced launched in 2010 with Robert De Niro/Bradley Cooper starrer “Limitless.” The company’s music-infused safety video for Virgin America went viral, receiving more than 5 million hits on YouTube. Mann said he’s also looking to making such projects in India.
“The audience is your collaborator and you’re more creative,” he said.