Buy and large, it’s filmi stuff
T-shirts, sarees, cups, designer apparels, jewellery, watches, shades and other stuff inspired from films have always had a market. But with interesting innovations like stationary, popcorn tubs, key chains, video games, toys, and Chulbul Pandey heart shaped shades, merchandise products are getting popular among film fans in the city.
Recently, Jab Tak Hai Jaan stationary like journals, diaries and notebooks with snapshots from the film on the front cover, and pages based on the film’s poetry, hit the market. “The first stock of JTHJ stationary is over. We are gearing up for the second stock and the sales for this also seems to be promising,” says Hemant Sheth, director, marketing, brand owner of Nightingale paper products, a partner with Yash Raj Films’ merchandise. A collector’s edition is also being planned for all-time hit films like Silsila, he adds.
The sale of movie merchandise has almost doubled in last three years, says Rahul Singh, senior VP operations, PVR Ltd, with films like Dabangg. “Mainly the innovative ideas are making them popular among fans. Earlier movie merchandise of only popular actors would sell well but now ideas like eponymous dolls from Bhoot; cuddly robots-which were targeted at teenage girls from Love Story 2050; and hovercraft, special masks from Ra.One attract attention. Many toys and games inspired from films appeal to kids,” says Rahul. Though he believes that we are yet to learn the movie merchandising business tips from Hollywood films like Dark Knight series, Spiderman and Iron Man, he adds that production houses are increasingly doling out a fair share of budget for merchandising.
With spy gadgets, think tank games of Ek Tha Tiger, that kids just couldn’t get enough of and 3 Idiots’ colourful butt seats, movie merchandising has come of age. “And it is getting even bigger with high quality products that are making people buy these,” says Shailja Gupta, head, digital media and merchandising, Red Chillies Entertainment while referring to cool gadgets merchandise, digital comic book and art portals of Ra.One.
Not just through stores or malls, movie merchandise is reaching audiences though online shopping portals, film websites, TV and other mediums to tap the youngsters. Many like Jivitesh Choudhary, a software engineer, are hooked to the games on portals, that are selling movie products. “It’s exciting to check out these cool things. I liked to collect memorabilia for my favourite films and now it seems to be getting easier with gadgets, games and other products launched by the film production houses,” he says.
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