Abstract

The case examines the concept of film-based merchandising and briefly introduces its emergence and popularity in the US film industry. The developments in the Indian film-based merchandising business over the years have also been explored in detail. Moreover, the problems associated with FBM in India have been examined along with its future prospects in the country.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Film-based merchandising and its growth in India as compared to the USA.

Keywords

Indian film industry, Film-based merchandising, Star Wars, US film industry