Mumbai: Shemaroo redefines the movie experience with the first of its kind, the Shemaroo Theatre. It will be accessible on one of the world’s most sought-after metaverse platforms—Decentraland, in partnership with Filmrare.

This collaboration marks new beginnings for the global entertainment industry as well as metaverse users, as it will open the window to a huge collection of Bollywood entertainment content to the world.

Shemaroo Theatre will present the virtual visitors an all-new exciting screening experience along with a host of other movie experiences such as a plush lobby, box office counter, virtual trailer zones, along with popcorn and drink counters for an immersive storytelling feel.

The patrons will be treated to a Bollywood movie every Friday, starting 7 October 2022, which initially will be free for the users. This is a vital step by Shemaroo towards its vision of being a vibrant youth brand.

Fractilians from the Decentraland DAO Governance Facilitation Squad said, "We are beyond thrilled to have Shemaroo Theatre on our platform and to bring some of Bollywood’s greatest films to our existing as well as potential metaverse users. This will surely take the whole movie-watching experience to the next level without limiting the possibilities of what one can do in an actual movie theatre."

Adding to it, Shemaroo Entertainment CEO Hiren Gada commented, "Shemaroo has been a pioneer in the entertainment industry by constantly evolving and by being relevant to the consumers through its diverse content offering. As a brand, Shemaroo has always fostered the culture of innovation and technology and with the augment of Shemaroo Theatre on Decentraland metaverse, we will be spearheading a parallel ecosystem for Bollywood movies to be experienced on a big screen, now from the comfort of one’s home.’’

Further, Filmare founder Ravi Krishnan said, "At Filmrare, we are laser-focused on helping brands enter the metaverse. We are innovative, pay attention to every detail, and are focused on creating quality venues in the metaverse. It’s a great honour to partner with a brand like Shemaroo that has been entertaining audiences for the past 60 years and to showcase some of its blockbuster Bollywood movies through the virtual theatre in metaverse."