Film-Based Merchandising - Taking the Movies Home
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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.
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Simply put, FBM is selling articles that are in some way or another, related to the movie's characters, events and places. They include a wide range of products such as posters, clothing, stationery, toys and other gift articles. The producers of the movie license merchandising rights to manufacturers (independent and/or own) called as licensees...
What Ails FBM in India?
FBM had not really caught the fancy of the Indian film industry. While most distributors agreed that there was definitely a large market in terms of volume, problems such as the licensing issues were yet to be dealt with.
Exhibit I: Movie Merchandising in the US and India
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