Shemaroo partners Vkaao to bring roast cinema format to big screen

MUMBAI: Shemaroo Entertainment in association with Vkaao, a joint venture (JV) between BookMyShow & PVR Pictures, is bringing the ‘roast cinema’ format to the big screen with the launch of ‘Picture Ki Cheer Phaad’, a unique take on Bollywood movies.

The new series, which will be releasing exclusively across 40 PVR theatres in 20 cities in India, will see standup comedian, Gaurav Kapoor roast Bollywood movies in his unique style during the first phase of the initiative. The first movie is slated to release on 1st February.

Shemaroo Entertainment CEO Hiren Gada said, “Shemaroo has been a close part of Bollywood’s cinematic evolution. With this new series, we aim to showcase the change through a humorous take on Bollywood movies. The quality of content has been in vast contrast with today’s Indian cinema, and ‘Picture Ki Cheer Phaad’ will reflect the same with an added sense of humor. Our main aim is to entertain the audience, showcasing yesteryear movies in a comic way without hurting anyone’s sentiments. The industry has matured over the years and we hope this is enjoyed alike by the moviemakers and the audience of today who are always in search of innovative content.”

Excited about the new project with Shemaroo, Comedian Gaurav Kapoor said, “Bollywood movies of the 80s and 90s hold a special place in Indian cinema. These films always had an entertainment quotient. I am glad to be associated with India’s content pioneer and it was a pleasure working with the team at Shemaroo Entertainment. I am particularly excited to see myself on the big screen with my personalised analysis of the very same movies that my generation grew up watching.”

Talking about the association with Shemaroo Entertainment, Vkaao co-founder Karan Ahuja said, “We always look at exploring and finding different and unique content formats to entertain our audiences. We are very excited with this project as Shemaroo brings standup comedy to the big screens. This will be one of the firsts where a standup comedian will be seen on a big screen and the new format of roast cinema should be enjoyed by the young and old alike. VKAAO, which is one of a kind Theatre On-Demand platform in India, has always encouraged unique theatrical experiences for the consumers. Picture Ki Cheer phaad certainly fits the bill.”

Kick-starting the series is cheer phaad of the horror thriller – ‘Papi Gudia’. ‘Picture Ki Cheer Phaad’ will first be released exclusively across almost 40 PVR theatres through VKAAO in close to 20 cities, including Mumbai, Bangalore, Pune, Delhi NCR, Ahmedabad, Kolkata, Chandigarh etc. Movie lovers can login to BookMyShow, PVR Cinemas and Vkaao and buy their ticket for a rib-tickling ride.