It may come as no shock to anyone that franchise movies rake in more money in merchandise than they do in box office collections. And we’re talking about the blockbuster hits too. No discussion on movie merch is possible without the mention of Star Trek. From year xxx, Star Trek has been churning out ABBBBBB
At Myfandom, we understand the value of good quality merchandise and the desire to “Live your Fandom” that consumes a fan. While we have dabbled in several types of merch, movie merch holds a special place in our heart because of the sheer scope of creative possibilities available to us. Plus the joy that a movie buff exudes to own merch is quite special.
History of Movie Merch
While store shelves overflow with Marvel action figures or Wicked’s Elphaba, it can seem like movie merchandise only exists in the realm of massive franchise movies. Which would make it a deceptively recent phenomenon. But this is far from the truth.
The first movie to see its characters and likeness used for merchandise was likely “Steamboat Willie” , the first animated film featuring Mickey Mouse made in 1928. In 1929, Walt Disney’s company was offered $300 to put Mickey Mouse on writing tablets, marking a significant early example of character licensing and movie merchandising. Merchandising may have not taken off then as expected, but in a few decades it would.
In Hollywood, Jaws is often credited as the movie that reimagined movie marketing through merchandise. Steve Ellman arrived at Universal in 1974 and made the first big splash of his career by conceiving of marketing ploys for Jaws. That 1975 production has since been enshrined as the first bona fide “summer blockbuster”. Under Ellman’s guidance, Universal expanded beyond print ads and radio spots and onto the bodies of its audiences, shilling everything from T-shirts, towels, and beach bags to a shark-shaped pencil holder.
The concept of movie merchandising existed in Bollywood as early as 1973, when the Rishi-Dimple starred film, Bobby, was released. At that time, fans could buy hair clips and pins worn by Dimple Kapadia.
More recently, movies like Krissh, Koi Mil Gaya, Baahubali and 83 have also ventured into merch-making. However the merch market in India, with respect to movies, hasn’t prosperd in the way it has in Hollywood. We are yet to find that one movie that offers an out-of-this-world experience, capable of bridging the merch hesitation between fans and the movie makers.
THE FUNNEST MOVIE MERCH
No conversation about movie merch is possible without the mention of Star Wars. George Lucas famously gave up a chunk of his director’s fee in lieu of a stake in the merchandising rights. Now THAT’S foresight!
Lightsabers, Stormtroopers, Darth Vader, C3PO and all the main characters, Star Wars is a bottomless well of merchandising opportunities. Many decades, sequels and spin-offs later, the appetite of Star Wars merch has not died. In fact it only grows stronger with every new generation. There’s a reason why movies invest in merchandise.
Harry Potter is another fan-favorite from a merch perspective. Wands, Gryffindor Scarves, Lightning Scars, Robes, and books and tees – Harry Potter fans covered in HP merch from head to toe was quite a common sight during the height of its fame. What an incredibly exciting world to be a part of! Forget the kids, even adults were getting in on the fun.
More recently, the Barbie phenomenon was a merch moment to behold. No rose-tinted glasses needed on a bad day, the whole world was doused in pink anyway. With the Mattel association, having dolls as merch was obvious, but Barble did not stop there. The Barbie-fication of the world that occurred in the lead up to the film is a case-study in movie marketing and merchandising.
MYFANDOM AND MOVIE MERCH
At Myfandom, we have navigated this process of making movie merch several times and it has been creatively enriching every time.
That being said, there remains a long way to go. With our rich treasure trove of stories from mythology to sci-fi, from action to horror, we are at the precipice of a merchandising revolution. Arjun’s quiver of arrows, SRK’s C-O-O-L chain from Kuch Kuch Hota Hai or Ghajini’s tattoos, it’s time to legitimise the movie merch experience in India.
