B-town gets 'product'ive
Shah Rukh Khan seems to have launched a merchandising flash with his magnum opus Ra.One. Not only the usual keychains, fridge magnets and coffee mugs, but also laptops, bed sheets and curtains - he left his signature on each product.
Of course, it is not the bearer of this trend. Several banners high as Yash Raj Films and Rajshri Films have tried in the past. Among the recent films, in addition to Ra.One, the Sadda Haq line of T-shirts from the film Rockstar continue to do good business and Mujhse Fraaandship Karoge makers are planning to introduce a line of products after the film received a positive response. Only a year ago, Dabangg tees and glares took the market by storm soon after it achieved a blockbuster status. So has the industry unearthed a sure shot way to a grand opening at the Friday ticket counters?
“If distributing dolls and memorabilia were a formula for a hit, then wouldn’t I have done the same for my other films as well? All I feel is that the merchandise will help us create awareness for my film. I know my strategy is a bit aggressive but it is innovative,” says King Khan of his marketing moves for Ra.One. Trade analyst Taran Adarsh sees it as a trend that is here to stay. “In fact it has just begun,” he says, adding, “Merchandising has become an integral part of the film making business. Although star power is a must in this case and the film in question needs to have a mass appeal.
