A trio of Indian content heavyweights are placing a high-stakes bet on experimental storytelling with Madlab Alpha, a new studio venture that aims to create innovative premium content at a time when traditional formulas face mounting audience fatigue.
The venture — a partnership between Bodhitree Multimedia Limited, Madlabs Films, and Universe of Ideas — aims to serve as a creative laboratory for emerging storytellers in a market the founders see as increasingly saturated with formulaic content. It starts with a war chest of INR2.5 billion ($30 million) with the development of the first slate due to take place over the next 24-36 months.
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