Leading entertainment conglomerate Percept Picture Company (PPC) became the first studio to launch an organized, dedicated division for making movies belonging to the horror genre. Aptly called PPC Horrotainment, the studio will make small and medium budget films and plans to release 10 films in this genre. The newly launched division will also acquire and distribute films based on supernatural, folktales, witchcraft, fables, myths, ghost stories and other popular horror sub-genres. The first film to be made under the banner of PPC Horrotainment is Grrr… which will be directed by well-known filmmaker Priyadarshan. Grrrr…, which is scheduled to go on floors in June 2009, is an action packed thriller about a beastly ghost which pounces on its prey in the darkness of the jungle. No one has seen it and whosoever has, never came back to tell the tale. Speaking at the launch of PPC Horrotainment, Shailendra Singh, Joint M.D. Percept Limited said, “PPC has carved a niche for itself and created landmarks ever since its inception. The business model at PPC is based on identifying gaps and exploring their potential. This is done through a continuous understanding of consumer-entertainment-consumption patterns.We have been presenting movies of all genres. We believe that, ‘If one sticks only to one genre, success will be lower’. We are delighted about the fact that PPC Horrotainment’s first film Grrrr…is with ace film maker Priyaradarshan ” Even director Priydarshan seemed excited at his association with PPC Horrotainment. “Percept Picture Company has consistently demonstrated its ability to dwell within various genres of entertainment. I am once again delighted to work with them and explore a new genre.” said the prolific filmmaker. Besides Grrr…some of the other films to be made under the banner of PPC Horrotainment include 888, 13, Mumbai and Vehem. With one of the biggest production houses launching a separate, dedicated division to make movies of the horror genre, get ready to be shaken off your seats this year with some really scary spook fests.