New Delhi: PVR Pictures, the film distribution and production business arm of Ajay Bijli’s PVR Limited, is launching a new division called Springboard for distribution of specialized, independent films.

Though a formal announcement will be made sometime next month, Kamal Gianchandani, president of PVR Pictures, confirmed the news. “For films that fall in the small- to middle-budget category, marketing and distribution is radically different from a commercial film. We will help in the distribution of specialized films,” said Gianchandani. He refused to share the investment details but said that many promising films made in the range of Rs6-7 crore, which often don’t find a market for distribution, will benefit through Springboard. For starters, this division will concentrate on Hindi films. “Apart from distribution, Springboard, wherever it’s necessary, will also get involved in post-production process of such films,” said Gianchandani.

Aisha, the company’s next co-production venture with Anil Kapoor Films Company Pvt Limited, will be released with 150 prints in overseas territories, including Germany and Europe besides UK, US, Middle East, Hong Kong, Malaysia and Thailand to name a few. In the film will release with 400 prints on 6 August, 2010.

abhilasha.o@livemint.com