Preity Zinta has joined forces with Los Angeles-based company Above The Clouds (ATC), who are a part of the Chinese production and talent company Er Dong Pictures. This new partnership will bring to the table a film and television development fund for the Asian market.
Reported on Box Office India, the fund pot will allow for year-on-year Hindi and English language original titles developed for the Indian, Asian and global markets. The move is also significant one for ATC and ER Dong Pictures, as they enter the Bollywood film and television industry, which has become the fastest growing entertainment industry in the world.
Zinta who is leading on this venture with production partner Amrita Sen, will work together with ATC and ER Dong Pictures to bring existing Bollywood films to the Chinese audience, which has become the second biggest outlets for entertainment.
Sharing her excitement of the new collaboration, Zinta said, “I am delighted to partner with ATC and Er Dong to bring our vision to the global market. As neighbouring countries, India and China have strong cultural ties and a partnership like this will only make that stronger. Our goal is to produce content for film and TV in both English and Hindi, and have a strong global appeal.”