Bollywood's prestigious production house Yash Raj Films (YRF) is now ready to make inroads in the American film industry -- it has launched a new wing, YRF Entertainment, in Hollywood that will develop and produce feature films for the US and international market.

Actor Uday Chopra will serve as the CEO of YRF Entertainment.

The new company is funded by Yash Raj Films, the 41-year old studio which was founded by Yash Chopra. Uday, who has featured as an actor in many of his father's productions like "Mohabbatein", "Mere Yaar Ki Shaadi Hai" and "Dhoom" series, is excited about the new venture.

"My family has a deep commitment to making and distributing quality films that entertain and enlighten audiences. I share that passion, as well as a love for American films that I have had since childhood. It is that enthusiasm and my love of the creative process of filmmaking that drove me to start this new venture, " Uday said in a press statement.

He has hired Jonathan Reiman to head development and production of the new company, which is currently producing and financing "The Longest Week", a comedy which stars Jason Bateman, Olivia Wilde and Billy Crudup.

Uday tracked down the project after the original financier had to abandon the film and immediately fell in love with the material.

YRF Entertainment is also preparing a slate of projects that it will develop and produce from scratch.

The first such project is an untitled action-comedy by Dan Ewen of "Opposites Attract" fame about two 20-somethings who run away to pursue big dreams and become an unlikely duo.

Meanwhile, the parent company, YRF, is busy in the promotion of "Ladies Vs Ricky Bahl", co-starring Anushka Sharma and Ranveer Singh. It releases Dec 9.