India's Adlabs strengthens 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 screens in the U.S.

ImaginAsian owns such properties as iaTV, iaRadio, Web portal iaLink, New York's ImaginAsian Theater and the ImaginAsian 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 ImaginAsian 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," Mumbai-based Reliance Big Entertainment senior vp Anil Arjun said Wednesday.

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