GSMA makes a song and dance over Bollywood

At 3GSM World Congress renowned Indian film director Sanjay Dutt presented 10 short films by five directors as part of the Made for Mobile project, sponsored by the Sundance Institute and the GSMA. The complete film will be released in cinemas at the same time as the 10 individual shorts are distributed online.

GSMA chief executive Bill Gaida said that the mobile device was “the perfect place to showcase these 8 or 9 minute stories – this has demonstrated that you can have characters, conflict, and resolution in a mobile package.”

Lara Dutta, who stars in Sanjay Dutt’s contribution to the film, said that “a nexus, a partnership between the film industry and the mobile networks is just common sense.”

“Song and dance are at the heart of Bollywood, and these are some of the most frequently downloaded items on a mobile phone.”

But if it takes off, it will be a challenge for even 3G networks to deliver the content. However, Lara Dutta may be on the way to testing this out. “Most of the downloads I’ve made on my own, to see what I look like,” she said.

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