Adlabs boosts U.S. presence


New Delhi — Mumbai-based Adlabs Films stepped up its U.S. ambitions Wednesday, inking a partnership with New York's ImaginAsian Entertainment, a specialist in the marketing of Asian content. The move follows last month's acquisition of 240 theater screens in the U.S. (HR 3/25).

ImaginAsian owns such properties as iaTV, iaRadio, Web portal iaLink, New York's Imagin-Asian Theater and the Imagin-Asian Center in Los Angeles, which offer a diverse range of Asian-inspired programming including comedy and variety shows, drama series, documentaries and features.

"The agreement with Imagin- Asian is a nonexclusive media marketing agreement in areas such as advertising sales and content marketing, with both parties sharing access to various kinds of programming," said Anil Arjun, senior vp for Adlabs parent Reliance Big Entertainment.

Arjun added that Imagin-Asian's two theaters in New York and Los Angeles "will be a part of Adlabs' U.S. theatrical network."