ENTERTAINMENT INDUSTRY SPOOLS PROFITS ON THE FRANCHISE TRAIL
Is Disney tapping a different set of audiences through this deal?
Not really! Marvel has actually grown over the years and is a mass phenomenon for us, whether it’s across age groups, income classes or languages. An example is the great performance of the dubbed versions in local languages across various platforms, right from digital to cinemas and products. Therefore, the spectrum is becoming broader day by day. Our recent partnership is about this particular product that is KWID and how we can give Renault fans and Marvel fans something unique. Also it’s about continuing to expand the fan base because we have seen a great resonance of Marvel content across all of these categories.
What future do you see for licensing of Hollywood movies?
I think the future is going to be bright. We have done remarkably well over the last few years and our market continues to grow. We see great acceptance of our products both in terms of getting more partners wanting to join hands as well as sell-through in the market and the reach that our products are able to generate. Usually licensing and merchandising for us follows the success of any content. Our content, therefore, has to be successful, relatable and resonant. As and how that happens, we are able to get more products into the market.
Disney boasts of huge portfolio of both Bollywood and Hollywood content. But how is it that we haven’t seen many Bollywood movies in recent times?
One of our learnings is that about longevity. The cycle of product right from designing to manufacturing, going out in the market and sellthrough is much longer than a piece of content. A movie can come and go in a few weeks but a product takes much longer. What is attractive for our partners to join forces with us is the fact that franchise and characters have a much longer life. In terms of Marvel, we are releasing three to four movies every year. We have TV content, and there is always something going on about Marvel in the market. So you are not anchored to one movie or one piece of content. And this longevity is what allows us to have the best partners and work with us over a longer duration in the business. So it’s the franchise and the brand recall that works in L&M over the long term.
Why did you choose to associate with Renault?
We have signed this association with Renault at a global level and it has been well-received by our audiences so far. That was the starting point and their team was extremely enthusiastic. Thus we found a great fit and the timing worked as the movie is also hitting the screens.
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