Bollywood wakes up to movie spin-offs

Bollywood wakes up to movie spin-offs
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First Published: Wed, Jan 31 2007. 11 05 PM IST
Updated: Wed, Jan 31 2007. 11 05 PM IST
MUMBAI:  Krrish, Bollywood’s all-singing, all-dancing, black-caped answer to Superman, was perhaps its most full-on attempt to cash in on merchandising.
“Bollywood’s top producers and studios have woken up to the possibility of earning money other than from the box office, which cannot remain their only revenue source,” said Derek Bose, author of Brand Bollywood: A New Entertainment Order.
Other hit films from 2006, including Lage Raho Munnabhai, Kabhi Alvida Naa Kehna and Dhoom-2 about a suave thief, also exploited merchandising. Top studios such as Yash Raj Films even have online merchandising stores.
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First Published: Wed, Jan 31 2007. 11 05 PM IST