Shah Rukh to produce romantic movies for youth

Shah Rukh Khan's TV production company Red Chillies Idiot Box is set to produce romantic movies for the youth that will be aired on a popular youth channel.

Shah Rukh Khan's TV production company Red Chillies Idiot Box is set to produce romantic movies for the youth that will be aired on a popular youth channel.

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The channel has collaborated with two production houses - Red Chillies Idiot Box and Milestone Movies Pvt Ltd - to produce three romantic movies as part of their new series "Luv Reels".

"I feel that it is very important to encourage young talent in an industry where there is such fierce competition. Keeping that emotion in mind, we are very happy to associate with the channel to launch careers of fresh talent," Shah Rukh said in a press release.

With this series, the channel is giving a platform to young aspiring actors, singers and music composers. The makers, actors and content of these movies were shortlisted online and the cast for all three movies was selected after gruelling online auditions. The movies have been shot in London and Mumbai and are ready for release.

"Young people are always looking for fresh forms of entertainment and who knows the pulse of this audience better than the audience itself. 'Luv Reels' is India's first user generated film series and it could potentially be the start of something very powerful," Aditya Swamy, senior vice president (Sales and Marketing), of the channel, said in a press release.

The movies will be on air every Saturday starting July 3.