April 30, 2012 03:55:30 PM IST Rajesh Kumar Singh, Glamsham Editorial
YRF's latest film ISHAQZAADE will have its market premiere at Cannes Marche Du Film, the film market of the 65th Festival de Cannes that starts on 16th May 2012. It is the biggest film market of the world and the who's who of global film distributors, exhibitors, buyers, and sales agents make it a point to be present in Cannes during this time.
Apart from ISHAQZAADE, Yash Raj Films will also be showcasing its under production films like EK THA TIGER, DHOOM 3, Yash Chopra directed untitled film starring Shahrukh Khan and Katrina Kaif, and the rest of its library.
According to Avtar Panesar, Yash Raj Film's VP Marketing, Intl. Ops., the Cannes platform provides their stories a wider audience and it is part of the studio's marketing initiative to explore new markets beyond the Indian diaspora. He feels that ISHAQZAADE is the right kind of film that may find a non-traditional global audience since it is a colourful love story set in a small town, with politics and gang warfare as its backdrop and is more rooted in reality than the rest of the YRF's Bollywood genre films.
(Rajesh Kumar Singh is Editorial Consultant for Festivals and Markets for BollywoodTrade.com. He is a filmmaker, critic and market analyst)