Full length Bollywood movies hit mobile

Hungama Mobile is using Actimagine’s Mobiclip video codec to deliver full length Bollywood films to handsets.

Under the alliance, the pair will put films on memory cards via partnerships with handset manufacturers and through retail. They will also be available through portals such as Hungama’s own Indiafm.com, which attracts 11 million users a month.

Actimagine’s codec Mobiclip can reproduce DVD quality (24 frames per second) content without draining batteries or placing excessive load on the mobile device’s CPU.

Bollywood is a rising force in mobile. The Indian film industry produces more than 1,000 movies a year and attracts more than two billion viewers. Combine this with India’s 300 million plus mobile subscriber base and the potential is self-evident.

Hungama Mobile has emerged as Bollywood’s mobile face. Its has exclusive worldwide rights to more than 70 per cent of Bollywood content on mobile and digital platforms.

Neeraj Roy, CEO of Hungama Mobile, said: “From providing music, imagery, video and games we are now preparing to introduce full length movies on mobile devices, which offers tremendous promise as a content category for carriers in over 125 countries."