Film-Based Merchandising - Taking the Movies Home

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG023 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 8 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Available
Organization : Archies Greetings
Industry : Films
Countries : India


The case examines the concept of film-based merchandising and briefly introduces its emergence and popularity in the US film industry. The developments in the Indian film-based merchandising business over the years have also been explored in detail. Moreover, the problems associated with FBM in India have been examined along with its future prospects in the country.


(1) understand the concept of film- based merchandising, and study the pattern of its growth in India as compared to the US film industry

(2) discuss the pros and cons of a movie producer's decision to associate his/her movie with a particular brand/company

(3) understand the rationale behind companies entering into film-based merchandising deals, given the risky nature of the business

(4) determine the various problems that hamper the growth of the Indian film-based merchandising business and

(5) understand the potential of Indian film-based merchandising and the factors that can contribute to its success in future. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.


  Page No.
'Lagaan' - A Breakthrough 1
Background Note 2
FBM - The Indian Journey 3
What Ails FBM in India? 5
Exhibits 7


Indian film industry, Film-based merchandising, Star Wars, US film industry

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