Hollywood's merchandise in India

The success of Hollywood films in India – and in Delhi – means that the merchandise from some of the more popular films have also found a larger consumer base.
Quirk it up
Earlier production houses came up with limited merchandise such as tees and mugs, but the game is played differently today. Says a Sony spokesperson, “We look for quirky but inexpensive things, since we don’t really sell any merchandise.Lately, instead of the usual fare, we’ve been thinking of stuff that fits in with the theme. For “The Social Network” we had a range of LED pens and LED lights for laptops, since the movie was computer-centric. For the “Back-up Plan”, which was a rom-com with women as its target audience, we came out with night-shirts for ladies. For “Tourist” and “Faster”, we had tool kits, etc.”
360 degree marketing
Warner Bros went all out to promote “Harry Potter And the Deathly Hallows: Part 1” with merchandise like tees and sweatshirts, video games, etc. Both Warner Bros and Disney are concentrating on a “360 degree approach”, and throwing in games, video games, and DVDs with special features. A Disney spokesperson says, “It’s all about creating a buzz. For “Toy Story: 3” we brought out merchandise from October last year when the film was only coming out in June.”
It’s the kids!
Children seem to be the most commonly targeted audience when it comes to merchandise. Disney had “Toy Story 3” themed stationery and schoolbags launched right at the beginning of the school season, as well as innovative tie-ups with Pepsodent toothpaste and 3-D comics. Local toy shops stock up on the usual stationery like schoolbags, pencil boxes, notebooks and pens. A shopkeeper in GK 1 says, “Hannah Montana schoolbags are all the rage. The “Toy Story 3” products were our last big sell, the upcoming “Tron: Legacy” has also come out with merchandise, and the “Transformers” stuff is still selling strong.”
Delhi – a young market
Wave and Fun Cinemas have tie-ups with different production houses and conduct regular contests with H-wood freebies to create buzz around a new release. Says a Disney spokesperson, “Delhi’s an important market ’coz of the availability of disposable income and the level of awareness in Delhi.’’
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