iRock ties up with Mills & Boon

Siddharth M Jain (Producer - CEO - iRock Films) has got tied up with Harlequin, publisher of the romantically iconic novels Mills & Boon. The deal includes making films and TV content based on M & B's extensive library.

Talking about the same, Siddharth said that the audiences have grown older watching the Dharma and Yash Chopra's type of romance. He feels that there's an untouched market for the youth films. He added that M & B is one brand that's read by all age groups and that they have picked up contemporary stories targeted at the youth, from its large library. The news is that iRock has so far, identified three titles for their romance films that they plan to launch within the coming 18 months.

Lastly, he said that they will soon announce the name of the novel, director and the cast of the film early next year.