For the past couple of days we have been telling you about the new banner from Yash Raj Films: Y Films. Continuing YRF’s trend of defining and breaking new genres Y-Films is youth films studio. 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!
Check out the newly released poster for Luv Ka the End!
Wanna know more? Come on in… www.yfilms.in