PVR Signs an MOU with IFFA (International Film Festival Ahmedabad)

In one of the most landmark achievements in the history of film festivals in India; PVR the pioneers in the multiplex cinemas with 142 screens spanned over18 cities has entered into an MOU with International Film Festival Ahmedabad (IFFA) for the cause of quality cinema by showcasing the non-mainstream films mutually.

Under this new association, PVR will select 5 films from the films that will be showcased in the IFFA. Shalu Sabharwal, VP of Films & Marketing with PVR Limited and Prakhar Joshi, Head of Programming with PVR Cinemas have confirmed their travel plan to Ahmedabad during the film festival to select these films. These selected films by PVR will then get a limited release under PVR's new Directors' Cut & Directors' Rare label. PVR Director's Cut is the newest and most prime property that will be beginning its operations soon in Vasant Kunj in New Delhi. After getting screened in Director's Cut, the selected 5 films will travel to other PVR properties across major metropolitan cities under a new brand of PVR, Director's Rare.

"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" as quoted by Gautam Dutta, COO of PVR Limited. PVR has shown a commitment to the importance of quality cinema by adding this new feather in their cap.

It is so heart warming to see that International Film Festival Ahmedabad has accomplished this feat in just their 3rd year of their running. The main objective of showcasing the films in film festivals is to provide a platform for the filmmakers but rarely any film festivals manage to help any filmmaker to get a theatrical release for a film. IFFA been able to do this is going to be a benchmark that will be hard to beat. As Shiladitya Bora, the Founder & Festival Director of IFFA puts it - "Every filmmaker wants to show his film in theaters to the public & normally the independent films are turned down by the distributors. We understand this very well & we want IFFA to bridge that gap by pioneering such initiative that will make IFFA as the Sundance of the East in the coming years".

Let there be light, let there be good cinema, let there be a chance to showcase. Hail PVR & IFFA.