Percept plans Bollywood Museums, Theme Parks 
By IndiaFM News Bureau, March 14, 2007 - 08:09 IST
Percept plans to bring a unique Bollywood Experience for the Indian Cinema Lovers very soon. The entertainment industry is thriving on the current economic upswing and is currently estimated at INR 222 billion*. Though films contribute just 27 percent to the entertainment revenues, they form the heart of this industry. Indian films, especially the mainstream Hindi film industry (Bollywood) dominate segments like music and live entertainment as well as television, where popular films and film-based programmes attract the highest viewership.
The Bollywood Experience aims to provide Bollywood Cafes, Walk Throughs, Hall of Fame, Bollywood Museums, Bollywood Theme Park, Bollywood Rides, Bollywood Sets, Bollywood Shoot Tickets, Bollywood Tours, Bollywood Memorabilia, Bollywood Lounge, Events Arena, Simulator Experiences, 3D Virtual Gaming Booths, Merchandising and a host of other experiential offerings for the visitors in what promises to be 50–100 thousand square feet of pure unadulterated infotainment related to Bollywood.
Says Mr Shailendra Singh, Joint Managing Director, Percept Holdings, “This will provide a totally novel experience for a visitor. It’s a concept that we have been contemplating and planning for quite some time and we feel we are now in a position to get into this arena. Bollywood accounts for over 40 percent of the total revenues of the overall Indian film industry. Bollywood is what the Indian masses turn to for entertainment, but, there is no organized format or means to consume this experience. This is an opportunity for the Indian audiences to live and breathe Bollywood under one roof!”
The Bollywood Museum will showcase famous props and costumes that have been part of popular shows and blockbuster films in the history of Bollywood. Cinema aficionados can also do a walk-through of a scaled model of Bollywood, which provides information on key dates and important moments in Bollywood’s history.
Continued Mr Shailendra Singh, “Various parties have already expressed their interest in the business and we could look at forming strategic alliances or partnerships in the venture. The initial investments could be somewhere around US $ 100 million. We will also be employing a professional global consulting agency to oversee the entire process.”
Said Mr Ajay Upadhyay, President, Corporate Affairs, Percept Holdings, “We will bring a unique touch and feel Bollywood experience to the consumer where they get up and close with their favorite film personality by giving the consumer a 360-experience of Bollywood. The Indian audiences are sure to latch on to this unique concept – a first in India.”
The project envisages the first such model to be set up in Mumbai followed by a roll-out on a national and global scale. ‘Bollywood Corporation Pvt. Ltd.’ has already been registered by Percept Holdings and Percept is currently in the process of acquiring space in Mid/North Mumbai. The entire 360-Bollywood Experience falls under the Assets Vertical, which is a part of the recent restructuring of Percept Holdings.
Under this restructuring, the Assets Vertical will primarily be distributed into Tangible & Non-Tangible Assets.
- The Non-Tangible Assets would include Sports Rights, IPR & Content, New media development, Animation, 360-degree Bollywood experience,
- The Tangible Assets would include any backward and forward integration in our core areas and businesses where we believe we can deliver more value.
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