ET BureauShemaroo Entertainment, one of India’s oldest entertainment companies with a repository of over 400 Bollywood movies, is looking at modernising its old catalogue by giving it a more relevant touch with youth appeal.
As part of an experiment, the company has collaborated with Indian Media Entertainment Network (IMEN), which specialises in action films, to reimagine the 90’s classic Anil Kapoor-Madhuri Dixit-Hema Malini starrer ‘Jamai Raja’.
"We have been the pioneers in innovating new methods to entertain India. It is imperative to keep evolving with the trends of the industry," said Hiren Gada, CEO, Shemaroo Entertainment. "Our first move in reintroducing old content to the contemporary audience is our partnership with IMEN for Jamai Raja. They have proven expertise and the right acumen to develop enjoyable content and reinvent the classic on such a large scale.”
The two companies will announce the project on Wednesday, 32 years after the release of the film in 1990.
As part of the deal, IMEN will adapt the screenplay to make it a fun-action packed movie.
"Shemaroo has long been associated with family entertainment, so I'm thrilled to collaborate with them to deliver Jamai Raja, a large-scale action entertainer that will make people laugh hysterically and cry a little bit, in theatres,” said Nilesh Sahay, CEO, IMEN. “The movie will be produced in a big way, and I am sure the viewers will love it."
He added that as most of the content consumed internationally is in the action genre, it is his endeavour to produce the "best action content" for people to enjoy as IMEN specialises in that genre.
The cast and crew of the film are yet to be finalised.
As part of an experiment, the company has collaborated with Indian Media Entertainment Network (IMEN), which specialises in action films, to reimagine the 90’s classic Anil Kapoor-Madhuri Dixit-Hema Malini starrer ‘Jamai Raja’.
"We have been the pioneers in innovating new methods to entertain India. It is imperative to keep evolving with the trends of the industry," said Hiren Gada, CEO, Shemaroo Entertainment. "Our first move in reintroducing old content to the contemporary audience is our partnership with IMEN for Jamai Raja. They have proven expertise and the right acumen to develop enjoyable content and reinvent the classic on such a large scale.”
The two companies will announce the project on Wednesday, 32 years after the release of the film in 1990.
As part of the deal, IMEN will adapt the screenplay to make it a fun-action packed movie.
"Shemaroo has long been associated with family entertainment, so I'm thrilled to collaborate with them to deliver Jamai Raja, a large-scale action entertainer that will make people laugh hysterically and cry a little bit, in theatres,” said Nilesh Sahay, CEO, IMEN. “The movie will be produced in a big way, and I am sure the viewers will love it."
He added that as most of the content consumed internationally is in the action genre, it is his endeavour to produce the "best action content" for people to enjoy as IMEN specialises in that genre.
The cast and crew of the film are yet to be finalised.
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