Dailybhaskar.in | Last Modified - Apr 01, 2011, 09:36 AM IST
Yash Raj Film’s new youth films studio, Y-Films, launched with a bang in a young & fun event in line with the audience its catering to. Themed like an 18 year old’s house party, the event unveiled its aggressive line up of 3 releases for 2011. Keeping with its vision of being a platform for new talent, Y-Films also showcased the fresh crop of directors and stars of the 3 films.
Speaking on the new studio, Vice Chairman, Yash Raj Films, Aditya Chopra stated, “The youngest country in the world. Housing the largest movie going audience in the world. Youth! Its a segment that's not just too big - but too important - to ignore. Y-Films continues YRF's trend of breaking new genres. With a laser-sharp focus on youth, we hope to create a brand of cinema that will capture the hearts & imaginations of this elusive bunch and rock their world. Here's to a new revolution - that begins with 2 fingers!"
Y-Films is headed by Ashish Patil, formerly head of youth music channel, MTV in India. Patil adds, “Y-Films promise 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 event played out the exclusive first looks of the 3 films and a ground-breaking new stop motion music video from the first release ‘Luv ka The End’. Directed by Bumpy, 'Luv ka The End' features Shraddha Kapoor and introduces Taaha Shah. It has a foot-thumping soundtrack by Ram Sampath and is slated for release on 6th May.
Film #2 which is a rom-com against the backdrop of social networking is interestingly titled ‘Mujhse Fraaandship Karoge’ – a cheesy take off on one of YRF’s own earlier releases and colloquial internet lingo used for making friend requests. Directed by Nupur Asthana, it introduces 4 new faces, Saqib Saleem, Saba Azad, Nishant Dahiya & Tara D’souza and marks the Bollywood debut of desi folk-rocker Raghu Dixit as composer.
Film #3, on the other hand, is a tech-based caper, which is the story of India’s youngest and most twisted hacker titled ‘Virus Diwan’. With a tagline that reads ‘Enter. Infect. Escape’, it’s the launch pad for Arjun Kapoor.
Dressed in brand colors, the young new cast & crew, aptly represented the vibrancy, passion and energy of today’s youth. Movies truly seem ready to get rocked!