India's chronically out-dated film distribution and box-office infrastructure is set to enter the 21st century with the announcement of a major distribution tie-up between Zee Telefilms and Rajshri Pictures.
The companies will jointly distribute films produced, co-produced and acquired through the 20 distribution offices of Rajshri in India.
Zee is one the biggest Television networks in India while Rajshri is one of the oldest and most respected film production and distribution companies in India and is known for mega hits like Hum Aapke Hain Kaun and Maine Pyaar Kiya.
The tie-up between the two giants will end the non-transparent flow of box office information in the territory and establish a modern infrastructure in distribution that is still following a pre-independence territorial system (pre-1947).
Kamal Kumar Barjatya of Rajshri Pictures told ScreenDaily.com that this platform would be available to entire film industry as a single service with access to the majority of cinemas across the country.
The Zee stock jumped 7.5% on the NSE to Rs 141, as a result of the announcement.