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Turner turns to movie merchandising

Merchandising seems to be establishing itself as a revenue source in the Hindi film industry.

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MUMBAI: Merchandising seems to be establishing itself as a revenue source in the Hindi film industry.

Close on the heels of mega merchandising deals for Diwali releases Saawariya and Om Shanti Om, Turner International has tied up with BR Films’ Bhootnath, a forthcoming Amitabh Bachchan movie.

Cartoon Network Enterprises, the arm of Turner which handles merchandising and licensing, has already released Buchki, the first toy in the merchandising range.

Jiggy George, executive director, India and South Asia, Cartoon Network Enterprises, told DNA Money, “We believe that the contribution of merchandising and licensing to our revenues would grow with the growth of organised retail. Though we have dabbled in merchandising earlier, the advantage we have currently is the fact that we have created a strong distribution network by tying up with a large number of organised retailers.”

The Buchki toy is expected to be priced at around Rs 145 and will be available in nearly 800 stores across the country, along with the rest of the merchandising from the movie. Merchandising and licensing currently contributes around 10% of the total revenues of Turner in India and is growing at nearly 40% year on year.

Turner has mapped out further tie-ups to boost growth including two theme parks.

A Pogo-themed park is coming up at Rohini in Delhi and Noida is seeing the construction of a Cartoon Network theme park. The company also has aggressive plans for its television show-based merchandising. 

Movies, both in Hindi and regional languages, have recently been sparing no efforts to increase their revenue and also augment visibility by associating themselves with the ever willing corporate houses.

Globally a substantial portion of revenues, especially for movies like Spiderman, has come from merchandising.

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