SRK's production banner inks alliance with MSM

Bollywood superstar Shah Rukh Khan's production banner Red Chillies Entertainments on Friday announced its strategic alliance with Multi Screen Media (MSM) under which they will explore co-production of television, digital and film content.

Also, MSM has acquired the TV rights of Shah Rukh's upcoming romantic action comedy film "Dilwale".

"Red Chillies has consistently pushed the boundaries across the spectrum, creating and producing entertaining content and ensuring it engages audiences worldwide on all the different platforms," Venky Mysore, chief executive officer, Red Chillies Entertainments Pvt. Ltd., said in a statement.

"In a first for us, we are entering into a partnership with MSM, that will explore content production across different platforms - TV, digital and films," Mysore added.

N.P. Singh, chief executive officer, Multi Screen Media, said this alliance is "expansive and pans a spectrum of co-produced content not only across television and digital but also films".

"Moreover, this partnership adds to MSM's already extensive library of blockbuster films," he added.

Directed by Rohit Shetty, "Dilwale", which also stars Kajol, Varun Dhawan and Kriti Sanon among others, is slated to release on December 18.