Language is no longer a hindrance to good content, according to Sanjeev Kumar Bijli, the Executive Director of PVR INOX Ltd, who has acquired the breakout film “Past Lives” from the Sundance Film Festival for release in India. “Past Lives,” directed by Celine Song in her debut, is a relationship drama that intertwines English and Korean languages. It has garnered critical acclaim and is being hailed as one of the best movies of the year. After its successful release in the US, it is set to hit Indian theaters on July 7.
Bijli revealed that the commercial success of the Japanese anime film “Suzume” inspired them to explore movies beyond the English language and experiment with different genres in the Indian market through PVR INOX Pictures, the film department of PVR INOX Limited. “In recent years, we have become more language agnostic. We now watch Tamil films in Tamil with subtitles, and Malayalam films in Malayalam, which is why Hindi remakes struggle. We value good content above all else, and this realization motivated us to look beyond English and explore other languages,” Bijli explained in an interview with PTI.
Having viewed “Past Lives” at the Berlin Film Festival in February, Bijli and his team instantly fell in love with the film’s quality. The movie is produced by A24, a studio with whom PVR INOX has previously collaborated to acquire and distribute films. Despite the risks associated with the film industry, Bijli remains ecstatic about the warm reception and positive reviews that “Past Lives” has received in the Indian market since its acquisition.
“Over the years, we have acquired and distributed an average of 30-35 films annually. With two decades of experience in the business, most of our films have been in English. However, we have always been eager to introduce foreign language films because we believe there is a market for them,” Bijli expressed. He cited the previous success of the Japanese film “Suzume,” directed by Makoto Shinkai, which earned approximately Rs 10 crore, a remarkable feat for an anime movie in India.
Bijli highlighted PVR INOX’s willingness to experiment with various genres, including French films and Japanese anime, which have proven to be strong revenue segments for the company. “Our DNA as a company is rooted in experimentation because the Indian audience has matured. They now have access to a wide array of content through OTT platforms,” Bijli said.
“Past Lives” takes audiences on an enchanting journey through time and destiny, following two young souls in South Korea who reunite decades later in New York after being torn apart by fate. The film stars Greta Lee as Nora, Teo Yoo as Nora’s childhood sweetheart Hae-Sung, and John Magaro as her husband Arthur.
Bijli disclosed that they plan to release “Past Lives” in 75 to 100 cinemas across metropolitan cities. This release strategy proved successful with “Suzume,” where they initially started with fewer screens but gradually increased as demand grew.
PVR also distributed the 2020 Oscar-winning film “Parasite” in India, which grossed over Rs five crore at the box office. Given the growing popularity of Korean content, including K-dramas and K-pop among viewers in India, Bijli expressed his company’s eagerness to acquire more Korean films for distribution.
Upcoming releases from PVR INOX Pictures include another anime film titled “First Slam Dunk,” the horror movie “Talk to Me,” and “White Bird,” featuring Helen Mirren.
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
