Shah Rukh Khan's production house steps into the distribution realm with 'Dilwale'

More than a decade after its launch as a production company, Shah Rukh Khan's Red Chillies Entertainment (RCE) has branched out into the distribution market with Rohit Shetty's Dilwale featuring the star himself opposite Kajol.

A source says, "Red Chillies is now planning to expand its business and convert itself into one of the biggest studios in the country. Apart from co-producing Dilwale, it has also taken up the responsibility of distribution in India as well as abroad. As of now, the film has been sold to exhibitors in major trade centres like Delhi-Uttar Pradesh, Punjab, Bengal, Bihar, Odisha, Nizam, Rajasthan and Central Province at the highest rates ever. The business expected is nearly R280 crore."

Gaurav Verma, chief revenue officer, RCE, confirms the development and says, "We want to upgrade Red Chillies into a film studio. So, the basic function is not only to make a film, but also exploit the other avenues. We will be working with partners across all platforms, but it will largely be controlled by us. Our films are mostly marketed and distributed based on merit and we understand the expectation the film carries not just from us but the audience as well. And we know how to cater to that expectation."


Red Chillies' distribution will not be limited to home productions, adds Verma. What are their plans to maximise business as Dilwale is all set to clash with Sanjay Leela Bhansali's magnum opus, Bajirao Mastani this December? "As far as the division of audience and business is concerned, we have seen makers shuffling their release dates to avoid clashes at the box office. So, it's too early to comment on our plans."