There was a time films were made on the editing table; today films are made on the marketing table infact show business is every day coming up with new ideas to sell a film or rather dreams.
Poster Boy conceived by two young boys Jimmy Mistry and Vivek Gawade is a Film and Sports Merchandise company. Launched in 2012 with an idea to promote Licensed Entertainment Merchandise in India, it is the first of its kind initiative in India. Associated with Indian and International film production houses, actors and sports celebrities Poster Boy aims to promote celebrity branded products among fans and enthusiasts who collect movie and sporting memorabilia. The company aims to expand the global market for such memorabilia in India.
The worldwide licensing and merchandising market is estimated to be around $185 billion. Just Star Wars movie merchandise has done business of $9 billion, Harry Potter’s merchandise over $12 billion. Manchester United and Real Madrid have sold an average of 1.4m official replica shirts globally every year in the last half decade. The licensing and the merchandising market of Indian films is as promising and estimated to be around $30 million in retail. India houses one of the world’s largest entertainment & media industry with more than 1000 films releasing annually. Taking into consideration that licensing is relatively a new concept in India and the figures are miniscule compared to other international markets, India is even then fast establishing itself as a strong potential market in the future world of licensing.
Jimmy and Vivek have within just a year established Poster Boy to a credible position that boasts of brand associations with all kinds of production houses be it UTV Motion Pictures, NFDC (National Films Development Corporation), Vinay Pictures (Andaz Apna Apna), Manchester United, Hrithik Roshan (HRX), Eros International,Warner Bros, Paramount Pictures Shemaroo or brand personalities like Sachin Tendulkar.
Bhawana Somaaya/ Tweets @bhawanasomaaya