PRIME FOCUS BACKS INAUGURAL INDIAN FILMFEST IN LONDON

London – Indian Film Festival of London (IFFL), which will take place on the banks of the Thames at the historic Riverside Studios in Hammersmith. Prime Focus was the principal backer of the Indian Film Festival of London (IFFL) held in August on the banks of the Thames at the historic Riverside Studios in Hammersmith. Prime Focus sponsored the opening night gala which features the UK premiere of Peepli Live, Indian superstar Aamir Khan’s latest production. In full swing for five days, the festival featured events, screenings, art exhibitions and awards devoted to promoting Indian cinema in the UK, including the Prime Focus sponsored Best Film Award. The festival showcased new and popular Bollywood cinema along with many powerful productions from Pakistan and Bangladesh. The IFFL saw Dunno Y, a new Bollywood film make its European premiere on Friday 27 August. The controversial film, which pushes the boundaries on explicit gay relationships, has already been labeled the subcontinent’s equivalent of Brokeback Mountain. Taha Islam, who heads up Prime Focus Production Services, a production management company which specifically caters to Bollywood productions shooting in the UK, spoke of how happy he was to see the company supporting the promotion of Indian cinema and its place in modern day British culture. “The heritage of Prime Focus is very important and it greatly influences where we are today and how we operate. Being the principal backer of the Indian Film Festival of London, and helping to bring some Bollywood glamour to London, is something we’re very proud of.” Both Prime Focus and IFFL are keen to strengthen the cultural and commercial bridges between India and the UK. Kapil Konireddi the IFFL festival commissioner and director described Prime Focus’ involvement with the festival as ‘very exciting’: “Prime Focus has an enthusiasm for the event that’s so pleasing and their ambition to be involved with the festival on a long-term basis is flattering. We’re extremely pleased to have them on board.”



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