India’s PVR Inox Eyes Indie Distribution Pipeline via MAMI Independent Initiative (EXCLUSIVE)

By Naman Ramachandran

Naman Ramachandran

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PVR Inox Pictures, the distribution arm of India’s leading multiplex chain PVR Inox, is treating the new MAMI Independent weekly screening series as a discovery mechanism for national theatrical distribution, with the chain’s distribution arm prepared to roll out standout titles across India once identified through the program.

The series – a partnership between the Mumbai Academy of Moving Image (MAMI), which operates the Mumbai Film Festival – and PVR Inox, running every Wednesday at PVR Lido in Mumbai, has drawn strong initial attendance since its Feb. 25 launch. But Kamal Gianchandani, CEO of PVR Inox Pictures, tells Variety the commercial ambition runs deeper than a single weekly slot. The distribution arm is already an active player in the indie space, he notes, having long imported and released independent international titles in India. “PVR Inox Pictures would take the responsibility of distributing that film and ensuring that it travels across the country,” he says of titles surfaced through the program.

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