One life, at the box office, is not enough. Indian films are ready to give themselves a shelf life at retail outlets as well (for eternal life, of course, there?s always a soulful soundtrack). In one of the several spinoffs of the corporatisation of Bollywood, big-ticket Hindi movies are going well beyond the conventional theatrical release and music rights game to tap the potential of the retail sector to sell merchandise woven around a film?s theme and its stars. Hollywood majors have for decades been making a killing from the thriving movie merchandise business driven by successful film franchises.
Merchandising is, however, a relatively new concept to Bollywood, which has preferred staying with people as part of their consciousness via music rather than staying in children?s playpens and toy chests via fluffy figures and character knicknacks. But the current aim is to embrace and extend, and adopt anything that gives filmmakers a whole-hearted shot at maximising profits. The sale of movie-themed products fits the bill. In an era of shrinking attention spans and constricted shelf lives, it makes perfect sense to squeeze every ounce out of a film?s profit-making potential.
Indeed, the movie merchandising business is maturing quickly enough in India, and that is likely to increasingly ensure that no film will ever again have to depend on the box office for sustenance quite to the extent that Bollywood once necessarily had to. The mixed fate of Saawariya is a perfect case in point. Sony Pictures Entertainment?s first Bollywood film was pilloried by critics, and it opened rather weak at the box office, especially in contrast to the blockbuster Om Shanti Om, which quickly assumed must-see status. Yet, Saawariya will not leave its producers in the red. Sony and Sanjay Leela Bhansali Productions have tied up with Kishore Biyani?s Future Group for the retailing of an entire range of products inspired by the film in 300 Big Bazaar and Pantaloon outlets across 42 cities of the country ? from cosmetics and clothing to coffee mugs and caps to wristbands and stationery items. So, even if the film acquires only a few highly loyal fans, enormous money can be made. This is part of the strategy. Even as Saawariya hobbles along at the box office in the face of the rise and rise of the infinitely more crowd-pleasing Om Shanti Om, merchandise with the faces of newcomers Ranbir Kapoor and Sonam Kapoor emblazoned on them is flying thick and fast off the shelves. Add to that the earnings that the film has registered from its music rights and media-related promotional activities, Bhansali?s self-indulgent love story that translates Luchino Visconti nuances into typical Bollywood excesses isn?t exactly giving its makers sleepless nights.
Of course Om Shanti Om, which tied up with retail giant Shopper?s Stop, is doing even better in the merchandise sweepstakes, having charmed so many more filmgoers. Success simply makes more people want to stay with the film. Yet, all this means that the calculations have changed so dramatically that box office collections are no longer the sole determinants of a film?s financial fate. With Om Shanti Om and Saawariya taking movie merchandising to a whole new level in India, we can expect the rules of the game to change even further in the near future. The show is not over yet.