SRK’s Red Chillies on expansion spree

“Ultimately, we have been making films, which is one side of the business. The second side is taking it to the consumers. That's a significant large piece we wanted to participate in, and that's why we decided to distribute Dilwale,” Gaurav Verma, chief revenue officer, RCE, told  a <g data-gr-id="31">media</g> person. “The idea is to multiply, produce more films, generate more content and the idea is to bring that capability (of taking our film to the consumer) in-house. This is a critical aspect of our business, that's why we are doing it ourselves,” Verma added. Dilwale, directed by Rohit Shetty and starring onscreen power couple Shah Rukh Khan and Kajol with Varun Dhawan and Kriti Sanon, is a much-awaited project which will release ahead of Christmas this year. There are multiple reasons why the traction for the film is high among exhibitors.

He also pointed out how the buzz for the film is so strong that unlike most films which get the distribution partners in various territories locked just about three months before release, Dilwale has got a ‘phenomenal’ response much in advance. According to a source, mostly big films are attached to a studio and they tend to take a call (on the territories) sales two to three months before, and that there isn’t any recent example where local territories have been closed so early, when the film’s release is six to seven months away. That’s a key development for Dilwale and it’s a reflection of the excitement around the film.