Filmmakers launch merchandise, spin-offs of tentpole movies for enduring income
Kalki 2898 AD titled B&B: Bujji and Bhairava started streaming on Amazon Prime Video in the run-up to the film’s theatrical release. While these are undoubtedly seen as ways to create IPs (intellectual properties) that can sustain beyond the individual film, industry experts point out that this is an unchartered territory for India and would need significant work to become sustainable.
“By venturing into merchandise or rather collectibles and spin-offs, filmmakers create avenues for enduring income and, more importantly, enhanced engagement. This strategy taps into the audience’s deep emotional connections with characters and narratives, transforming moments on screen into lasting treasures in fans’ lives," Sameer Chopra, vice-president, marketing, Reliance Entertainment Studios, said.
For sports drama 83, Reliance Entertainment had partnered with tennis player Mahesh Bhupathi’s Swag Fashions Hub Pvt. Ltd (SFHPL) to launch a merchandise collection including apparel, clothing accessories, home furnishings, pillows, crockery, furniture, travel bags, backpacks, drink ware, wall-decor, clocks and face masks.
The company has also developed animated homegrown IPs based on movies such as Golmaal, Singham, and Simmba, resulting in spin-offs like Little Singham, Golmaal Jr., and Smashing Simmba, among others, which air on kids' channels like POGO, Nickelodeon and Discovery Kids. Indian filmmakers are creating new revenue streams, transforming movies into multi-layered fan experiences beyond the movie screen, agreed Shruti Deora, senior vice-president at digital agency White Rivers Media.
“Merchandise and animated spin-offs are just the glimpse of possibilities, offering significant revenue potential and deeper fan connections. In
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