Film-Based Merchandising - Taking the Movies Home

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Case Details:

Case Code : MKTG023
Case Length : 8 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Available
Organization : Archies Greetings
Industry : Films
Countries : India

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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

The 76th Academy Awards ceremony for excellence in the field of cinema, held in March 2002, brought with it a wave of disappointment for many people in India. This was because the nomination from India in the ' Best Foreign Film' category, ' Lagaan,' failed to win the coveted Oscar statuette. Lagaan, which was a phenomenal success at the box-office in India, had been appreciated for its cinematic excellence and entertainment value in many other countries as well. It's nomination for the awards met with different reactions from various sections of the society. There were skeptics who said that Lagaan did not 'need' an Oscar, even as many others prayed for its success.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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.

However, it was primarily in the distribution and marketing aspects that the industry lagged far behind its Western counterparts. In Hollywood for instance, movie making is an extremely serious business. Most of the movies are made in a systematic manner under a corporate, studio set-up.

Moreover, the distribution and marketing aspects are paid utmost attention. This is one of the major reasons why English movies are screened in almost every country of the world, whereas India, despite being the largest producer of movies in the world, had a limited market. One of the most notable aspects about the marketing of English movies were their merchandising deals...

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