Press release from Business Wire India
Source: Taj Enlighten Film Society
Thursday, April 14, 2011 03:56 PM IST (10:26 AM GMT)
Editors: General: Arts & culture, Consumer interest, Entertainment, Food & drink, Lifestyle, People; Business: Advertising, PR & marketing, Business services, Household & personal care products & services, Media & entertainment, Retailers
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The Brooke Bond Taj Mahal Enlighten Film Society Launches the World Cinema Card
Shyam Benegal, Anurag Kashyap and Soha Ali Khan unveil the card on the occasion of World Cinema Day
Mumbai, Maharashtra, India, Thursday, April 14, 2011 -- (Business Wire India) -- The Taj Enlighten Film Society, a partnership between Brooke Bond Taj Mahal, India's premium tea blend and Enlighten Film Society, today launched the World Cinema Card to offer film aficionados a cinema viewing experience that is truly larger than life. This was announced at a special event hosted by Pranav Ashar, President, Taj Enlighten Film Society and Mr. Arun Srinivas, Category Head - Beverages, HUL in the presence of Veteran filmmaker Shyam Benegal, critically acclaimed filmmaker Anurag Kashyap and Bollywood actor Soha Ali Khan on the occasion of World Cinema Day.
The World Cinema card enables film enthusiasts to access world cinema screenings at a large number of venues across 13 different cities. The card also enables members to avail of discounted rates on invitations to various Indian and International Film festivals. World Cinema Card holders can attend film appreciation and cinema education workshops, avail of free subscription to the world cinema channel, get free gift vouchers and avail of a number of other exciting privileges.
Speaking on the occasion, Shyam Benegal expresses, "Because of sponsors like Brooke Bond Taj Mahal, it has been possible for Taj Enlighten Film Society to exist at the scale of the Mumbai Film Society and the Calcutta Film Society started by Satyajit Ray."
Anurag Kashyap says, "Taj Enlighten are a major force today in screening and distributing world cinema. The exposure that we were unable to get earlier is now possible through film societies like Taj Enlighten."
Soha Ali Khan shares, "Taj Enlighten's World Cinema Card will expose audiences to cinema beyond Hollywood or Bollywood, and is a legitimate avenue for audiences to view these films through theatres, channels as well as through their I-phones or other applications that the young generation today subscribe to, as well as addressing a thirst for knowledge that goes beyond viewership, which could be an exposure to master classes, academic essays, meeting with producers, networking in the forums, bridging that divide between the film maker and the film's audience and creating a community where watching cinema and engaging with cinema becomes a part of our lifestyle. I think that's the point of having this 'credit card' or World Cinema Card."
Arun Srinivas, Category Head - Beverages, HUL said, "We are glad to further strengthen our ongoing support to the Taj Enlighten Film Society with the exciting launch of the World Cinema Card on this day, today. Cinema has always been a fundamental part of the Indian cultural thread. It is heartening to see the stupendous success of the Taj Enlighten Film Society, which has grown with an enormous congregation of film enthusiasts and masterpieces of legendary filmmakers. We are extremely thrilled to be part of this endeavor to create a phenomenal cinema experience with the best of world cinema by launching the World Cinema Card."
Taj Enlighten Film Society realized through its film screenings that the need for knowledge is what drove audiences to screenings week after week. Increasingly, the need for an exchange that linked different forms of knowledge branching out of the viewer's need to be curious about film screenings, and leading to disparate interests such as film making, ,film criticism and reading, was felt by the Taj Enlighten Film Society. In this regard Taj Enlighten Film Society collaborated with a plethora of organizations and venues to unite every aspect of the film viewing process to a single, defining entity.
Pranav Ashar, President, Taj Enlighten Film Society said, "The Taj Enlighten Film Society is proud to introduce the World Cinema Card. It has been our endeavour to provide our members with a cinema experience that is entirely rich and fulfilling. We believe in connoisseurship just as Brooke Bond Taj Mahal tea, which is why we are proud to have partnered with them in this enterprise. The Taj Enlighten Film Society is for all film aficionados, and truly is society with a difference."
The Taj Enlighten Film Society, present in Mumbai, Bangalore and Delhi, is dedicated to the cause of spreading good cinema. The society showcases both national and international films to discerning film enthusiasts. Since its inception in 2007, the society has seen many connoisseurs of cinema attend movie screenings. Besides reaching out to film enthusiasts, each year, the Taj Enlighten Film Society confers the 'Taj Enlighten Tareef Award' to personalities for their outstanding contribution to the field of cinema. Some of the past recipients of this award are Amitabh Bachchan, Shabana Azmi, Javed Akhtar, Mrinal Sen and Waheeda Rehman.
About Hindustan Unilever Limited:
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company touching the lives of two out of three Indians. HUL works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.
About Enlighten Film Society:
Enlighten Society- For Films' is a Non Governmental Organization (NGO) registered under the Societies Act, 1860 with the Charity Commissioner. The Enlighten film Society is dedicated to the cause of spreading good cinema all across India and to ensure that its audience experiences the world's greatest films on the Big Screen. Some of the government associations that have tied up with Enlightenare NFDC (National Film Development Corporation), FD (Films Division), FTII (Film & Television Institute of India) etc. To ensure that the audience gets the taste of both national as well as international cinema we have tied up with the embassies & major production houses in India and abroad. This also ensures that films from different countries would do their opening screenings with Enlighten. The enlighten film society has associated itself with International films months like- Italian, Iranian, German, French, and Brazilian- where the cultural ambassadors of these countries actively contribute to Enlighten.
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Taj Enlighten Film Society_World Cinema Card Launch Arun, Shyam, Soha and Anurag
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Taj Enlighten Film Society_World Cinema Card Launch Arun, Shyam, Soha and Anurag
CONTACT DETAILS
Sera Rodriques, Ogilvy Public Relations Worldwide, +91 8080055995, sera.rodriques@ogilvy.com
Divyata Kalhans, Ogilvy Public Relations Worldwide, +91 9833106608, divyata.kalhans@ogilvy.com
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ARTS, CONSUMER, ENTERTAINMENT, FOOD, LIFESTYLE, PEOPLE, MARKETING, BUSINESS SERVICES, HOUSEHOLD, MEDIA, RETAIL
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