Eros International, the leading overseas distributor of Bollywood films, has set up an in house production company.

The unit, Trinity Pictures will invest in and develop the company’s own intellectual property, with a strong focus on franchise movies.

Trinity will be headed by Ajit Thakur, an executive who recently departed 21st Century Fox’s Star TV, where he headed the Life OK and Channel V businesses. Before that he has been business head at UTV Television, CEO of motion pictures at Balaji Telefilm and, from 2009 to 2011, business head at Sony Entertainment Television.

“We are excited about taking a big creative initiative with Trinity…. While our acquisition and co-production model is all about scale, portfolio and market share, the Trinity label will be all about quality, success rate and building franchises with lasting value which perfectly complements our overall content strategy,” said Jyoti Deshpande, Group CEO, Eros International.

“We are fortunate to have David Maisel, the founder of Marvel Studios on the board of Eros International plc and are hopeful of recreating some of that franchise magic for Trinity.”

“It has been a dream to build a franchise based motion picture label and in Eros I have found a perfect home,” said Thakur in a statement.