MUMBAI: PVR Cinemas has signed an MOU with International Film Festival Ahmedabad (IFFA) to release five films from among those that will be showcased at the festival. The selected ones will get a limited release under PVR‘s new label: Director‘s Cut and Director‘s Rare.
Said IFFA founder and festival director Shiladitya Bora, “Every filmmaker wants to show his/her film in theaters to the public but normally independent films are turned down by distributors. We understand this very well and we want IFFA to bridge that gap by pioneering such an initiative.”
Initially, films in PVR Director‘s Cut will be screened in Vasant Kunj, New Delhi, after which the selected five films will travel to other PVR Cinemas across major metropolitan cities under a new brand of PVR Director‘s Rare.
PVR Ltd VP of films & marketing Shalu Sabharwal and PVR Cinemas programming head Prakhar Joshi will be instrumental in selecting the films.
Said PVR Limited COO Gautam Dutta, “We brought a new experience for the audiences when we launched our first multiplex and today we want to take it to a step forward by being the first ones to release a series of special non-mainstream niche films that are director‘s signature works under our new label of Director‘s Cut & Director‘s Rare which otherwise would never get a release.”
Popular fusion band Indian Ocean will perform on the opening day of the 3rd edition of the IFFA, while the closing day will see the Asian premiere of Anurag Kashyap‘s That Girl in Yellow Boots.
The festival begins on 24 and closes on 28 of August.
