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The search for a New Indian Cinema

December 14, 2007 1:28:06 PM IST
Bollywood Trade News Network
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PYAAR KE SIDE EFFECTSIn an unusual exhibition of some of their work over the past six years, trying to evolve the language of a new and contemporary Indian cinema, film production house Pritish Nandy Communications has put together a book that is now available exclusively at Crossword, Mumbai’s leading bookstore chain.

The book featuring a variety of work emanating from the PNC art studio, celebrating PNC films as diverse as KAANTE and PYAAR KE SIDE EFFECTS, JHANKAAR BEATS and THE MYSTIC MASSEUR, BOLLYWOOD CALLING and JUST MARRIED, CHAMELI and HAZAARON KHWAISHEIN AISI has been designed and put together by the PNC design studio and shows how Brand PNC has grown in such a short time to be one of Bollywood’s biggest and most successful brands through a portfolio of exciting new cinema. Cinema that has redefined Bollywood in a sense.

The book covers the six year journey during which PNC has emerged from a television content company into one of Indian cinema’s most creative and innovative film makers, now diversifying into animation movies and boutique theatres as well. But this book focuses on the journey thus far and is an extra ordinary visual treat for those who want to discover how cinematic imagery finally ends up as being part of the entire communication process, bringing 3.8 billion people into theatres all over the world to watch Bollywood fare. Each image in the book has a story to tell and benchmarks a specific movie, a specific experience.


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