Hindi movies and the world of alternative revenue.

Bollywood has always been looking for generation of profit and along with box-office collections; producers are increasingly looking at off-screen deals as an alternative source of revenue. Today, all major productions houses and producer are looking at alternative source of revenue other than selling distribution rights. These can be in the way of merchandising and getting brands to sign up in the marketing of the film.

One of the first to start this trend was the Barjatyas with their hindi movie “Hum Apke Hain Kaun” in 1994 when Archies was used for merchandising the film by the production house. Over the years this has become very popular and two of the most recent examples of merchandising and making more profits from alternative revenues would be Bhansali’s Saawariya and Farak Khan’s Om Shanti Om. Both thee films battled out not only at the box office but they also tried to tip each other at off-screen marketing.

Saawariya for example had signed a 10 crore deal with Future Group for merchandising their products like bed, bath linen, apparel and beauty products while Om Shanti Om made a pack ofaround 7 crores with Shopper’s Stop and also with popular brands like Nokia and Sia Jewellery.

Today, alternative sources of income judge whether the film is a hit among the masses and whether the products used to merchandise are being sold or not. This has also made hindi movies a hit in the Western countries especially among the NRI’s staying there.

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