Tuesday, July 29, 2008

SRK conceived Red Chillies Entertainment

When Asoka also bombed, SRK conceived Red Chillies Entertainment (this time with wife Gauri Khan), and launched friend and Choreographer, Farah Khan as Director in 2004, with Main Hoon Na. The film was successful at the box office and ever since Red Chillies Entertainment has become his main production company. The latest flick under the Red Chillies banner has been the hugely successful Om Shanti Om, which according to Box Office Mojo has grossed $36,410,328 globally (as on February 7th, 2008), becoming the industry’s biggest grosser ever. Expectedly, the marketer in SRK pulled all stops to promote the film globally and in India, tying up with leading global distributors Eros International, and even making a controversial appearance at the T-20 World Cup in S. Africa, dressed conveniently in an OSO T-shirt. In as much, the first generation producer has successfully taken on the established Sony and Columbia banners. When awarded the entertainment business leader award last year, SRK said: “They may have big budgets, big banners, but I have Shah Rukh Khan.”

SRK’s ambitions are rocketing sky high with the latent potential for Red Chillies Entertainment. The latest thing on the production house’s hand is a flurry of entertainment-oriented news programming to be produced for BAG Films’ entertainment news channel – E24 – to be launched in March 2008. The deal has its base in the 10% stake that King Khan bought in Anuradha Prasad’s BAG Glamour earlier this year, a subsidiary of BAG Films & Media, for about Rs.10 crore. Here too, SRK made a detailed study of the business prospects and the revenue model of the proposed channel, before betting his energies in this venture.

The other big slice on SRK’s plate is an offshoot of his entertainment company - Red Chillies VFX. Managed by the supervision trio of Arjun Mitra, Haresh Hingorani & Keitan Yadav, Red Chillies VFX is all about creating and nurturing visual effects for feature movies as well as advertisements. Given the pace at which Bollywood is expanding and when big budget movies are more the rule than the exception, the technology edge of VFX is definitely brimming with potential. Small wonder that Red Chillies VFX has been hived off as a separate business unit. The bid is to not just pick up work of home productions, but to also work with other banners. Started nearly a year and a half ago, Om Shanti Om was the last home production that the VFX team worked on, while Jhoom Barabar Jhoom, Honeymoon Travels & Don have been key outside productions. “Our business proposition is exceedingly promising. We’re among the top three VFX studio’s in India and hope to become the topmost in few years. At Red Chillies, we are not going so much for numbers as for quality,” says Arjun Mitra of Red Chillies VFX, even as he takes a breather during a shoot for Nagesh Kuknoor’s movie, in Mumbai’s Kamalistan Studio.

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IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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