In a big game-changer and precedent-setting deal for the entertainment business, Excel Entertainment has signed a giant multi-film arrangement with Trigger Happy Studios. The deal promises the blockbuster combo of innovative storytelling and cinematic excellence to showcase the best of furthering audience engagement across the globe. So, it’s about doing diverse content, but at the core, it will always be a theatrical release, with digital only playing a complementary role.
Excel Entertainment has been a name synonymous with cult classics for over two decades, leaving footprints across films, be it “Dil Chahta Hai”, “Zindagi Na Milegi Dobara”, or “Gully Boy”. Steadfast to quality and its pioneering spirit, Excel Entertainment goes on to redefine benchmarks in the Indian film industry—right from the intense war drama of “Lakshya” to the crime-thriller franchise “Don” and enigmatic light-hearted humor of the “Fukrey” films.
Hakuhodo is a giant in global advertising and has recently launched its company Trigger Happy Studios, led by Amit Chandrra, focused on producing and distributing feature and international co-productions that were started last year, based on a two-decade story of success and experience in the Indian entertainment industry, with an additional backing of Hakuhodo’s global creative strength and its distribution network.
“We have been enjoying a creative partnership with Amit Chandrra and Trigger Happy for more than a decade. The consistency he shows in bringing out interesting trailers for our films has always surprised us,” said Farhan Akhtar, Co-founder of Excel Entertainment.
The collaboration, in the words of Ritesh Sidhwani, Co-founder, Excel Entertainment, is a “new chapter [in which] we will be joining hands for production films. “With our creative sensibilities in alignment and a common vision, this partnership was but a natural step forward. Together, we aim at creating stories one-after-another that cater to and entertain audiences across the globe—fresh, exciting content speaking to a global audience.
“Excel Entertainment is a partnership born out of respect and a common vision. We are really looking forward to associating with likeminded people with, possibly, the same amount of belief in the authenticity of the narrative.” says Amit Chandrra, CEO at Trigger Happy Studios.
The partnership has assembled a roster of established directors who are engaged in content development for nearly every genre. The first project is expected to be announced soon, with production commencing in a couple of months.
