Continuing its trend of defining and breaking new genres, Yash Raj Films, launches a youth films studio Y-Films. A dynamic, vibrant start-up at the intersection of films, creativity and youth culture that hopes to challenge the norm and detonate boundaries. Giving the youth a creative outlet and voice that will entertain and unite on film and beyond.
The youth is the largest movie going audience both in India as well as overseas. However, currently there has been no focused attempt to create films for them, unlike the west where the teen film is a genre of its own. And given the fact that over 70% of India is below the age of 35 it's too big an audience to ignore.
Y-Films is headed by Ashish Patil, formerly head of youth music channel, MTV in India. Patil adds, 'Y-Films promises to deliver kick ass films of the youth, by the youth, for the youth. And be a platform for new talent both on screen and behind the scenes who will challenge, break and set new rules of story telling. Get ready to spread the Y-rus!'
The films will be laser-focused on the universe of the young covering all genres thrillers, comedies, chick-flicks, capers with some really fresh music. It's an aggressive slate with the first film LUV KA THE END, an 'anti-rom-com' gearing up for release on 6th May, 2011 starring Shraddha Kapoor and a fresh new cast. The promos for this are expected to break at the launch event end-March. Movies truly seem ready to get rocked!