Film-Based Merchandising - Taking the Movies Home |
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"It is important to realize the potential of merchandising in the marketing of a movie. Merchandising brings extra value to a film by way of long lasting mementos in the hands of the consumer." - Anil Moolchandani, CMD, Archies Greetings, in July 2001. 'Lagaan' - A Breakthrough
While Lagaan' s nomination for the Oscars was being seen by some as a symbol of the US acceptance of the credentials of Indian cinema - the issue was that finally Indian cinema was waking up to the challenge of being globally popular. Analysts remarked that though the movies made in India still lacked in terms of technical inputs, they were capable of entertaining audiences.
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