The announcement comes as Sheena Morjaria, founder and CEO of Flick the Switch introduced the boutique studio and its unique cross-cultural offering at the American Film Market (AFM) this week.
The studio launched earlier this year, will develop and showcase the best Independent cinema in India has to offer and provide a one stop shop for international investors, distributors and production houses looking to gain access to the vibrant, growing and exciting Indian market.
‘Porichoi’ is the latest signing for Flick the Switch and joins a portfolio of fascinatingly diverse film projects, with the common thread of celebrating independent Indian cinema and/or using the subcontinent as a cultural backdrop.
Morjaria says of the studio’s mission and the recent acquisition: “Porichoi is a perfect example of the services that Flick the Switch can provide both independent film-makers who need to take their projects to audiences outside of their home country and major studios who need support in navigating their way through the system to film in India. We have already secured gap financing for Porichoi and will see the project through from filming to theatrical release and beyond.”
The film, which will be co-produced by Moxie Group, headed by Suomo Ganguly from Bangladesh, is the story of Bengali speaking Asians living in the UK who strive to remain connected with their motherland despite financial, cultural and emotional barriers. Set in Durham, UK and filmed in both Newcastle and Kolkata, the film stars veteran Bangladeshi actor Prosenjit Chatterjee, and Bengali TV and film star Ferdous Ahmed alongside British newcomer Joey Debroy.
Flick the Switch has also joined forces with specialist ethnic agency, Media Moguls to handle the marketing and PR for the film.
Ms Morjaria adds: “We offer a complete solution from script to cinema, and I’m delighted to have partnered with Media Moguls, who have been responsible for successfully taking films such as ‘Slumdog Millionaire’, ‘The Namesake’, ‘The Infidel’ and Nadine Labaki’s ‘Where Do We Go Now?’ to target audiences. Their knowledge, insight and understanding of both ethnic audiences and the film industry make them perfectly placed to complete the journey for film-makers.”
‘Porichoi’ begins filming in Newcastle this week, and will be released in late 2013.
For more information about Flick the Switch please visit: www.flicktheswitch.com
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