The marketers are always on the quest for innovative ways to satisfy their target audience in the most effective way. Film-based Merchandising (FBM) is related with promoting various articles images experiences lifestyle apparels etc. associated with a particular movie. FBM has been a Hollywood practice since long but Indian film producers have recently adopted the concept to promote their movies. FBM desires to develop a deep emotional bonding with movie fans by offering movie-related items and experiences that keeps the memories alive. FBM assumes that the people who like a particular story incident screenplay music actor and actress in a movie choose to own the movie-related items (costumes greeting cards comics toys accessories etc.) as a token of memento for their exciting moments coupled with experience of watching the movie.

Life has become a rat race today and people hardly find time for socializing or other recreational - activities. However watching movies in the theater or at the comfort of home still remains an - inevitable part of one's life. Those times have gone when quoting a few punch lines of the dialogs and emulating the actors or actresses were enough to keep the memories of a particular movie alive. But these acts are not enough to display the fanfare in a movie addicted country like India where actors are demi-gods and cinema styles dictate one's way of living. Marketers are always on the look out for innovative ways to sell the film-related products that create a long lasting emotional bond with the customers. Nevertheless promoting movies by film-based merchandising has caught the producers' fancy today as an effective marketing strategy.

Film-based Merchandising (FBM) is primarily selling articles related to the movie's characters event and places. It generally includes a wide range of products that have a direct or indirect association with any movie that help keep the movie experience fresh for the viewers for long-term. The producers of the movies license merchandising rights to manufactures who promote movie-related articles in the form of consumer products. In return the producer receives an advance for each product including royalty payments calculated as a percentage of gross revenues from sales to retailers. The main objective of FBM is to promote the products by riding on the movie hype and helping in recreating the experience of the movie by allowing the viewers to take home some souvenir of the movie.

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