Mamma, I want the Kkrish Tiffin box

Read here, all exhaustive history of most Bollywood merchandising. This post will look this topic from angle of the three stakeholders involve in the merchandising.

First the movie producers, the direct benefits are profits. Movies make additional revenue by selling the writes to the merchandise manufacturers for a fee. This happens most commonly with apparels, toys. Secondly, market is flooded with the movie merchandising, adding to movie publicity and recall. Third the movie remains alive in the form of the merchandise years after the movie is out of theatres.

Second stakeholder is merchandise manufacturer. Merchandise manufacturing is a big business in itself with many business houses entering into in. Movie merchandising is most of the time is success. There are instances like the toy Tutu sold extensively but film Na Tum Jaano Na Hum flopped miserably.

Finally, what does customer get out of purchasing movie merchandise?

Before going to the benefit part of customer let’s see which segment is being targeted by the movie merchandising. Looking at the nature of merchandise like fashion apparels, toys, stationary items, school items, jewellery etc. The segment that is being targeted is children and youth. Who have biggest influence of movies? Kids have competition among them to grab latest hanuman book. They don’t want to lag behind. Same with the youth they know what is happening from the films and don’t want to feel old fashioned. By grabbing film merchandise people seek attention and pride to have the esteemed belonging.

Few Hollywood movies earn more revenue from the merchandise than ticket sell. Merchandising concepts are planted right from the scripting point with consultation from the manufacturer. Signs are that the trend will soon hit in India.