Eros is also making headway into Egypt, which had in recent years shunned Bollywood releases in an effort to promote local films. Eros has sold The Royal Guard (Eklavya) to Good News Group, which will release theatrically in Egypt starting February 24. Eros has also sold another 10 films to Egypt.
Eros is also working with Film London and the London Mayor's Office on India Now, a cultural programme running in the UK capital from July to September that will also include a film component.
Eros business development manager Alice Coelho, attending Berlinale's European Film Market for the second time, said that Shilpa Shetty's recent controversial appearance in UK reality show Big Brother had had a positive impact on mainstream recognition of Bollywood. 'I think all the attention has been brilliant for Bollywood, the mainstream is now interested in Silpa Shetty.' Shetty is starring in Eros title Shaadi Karke Phas Gaya Yaar.