The Indian Cinema is expected to grow approximately USD 4.42 billion by 2011 (IBEF, 2008). It has been enacting through a spectacular transformation in its outlook. Nowadays, rather than box office earnings there are diverse marketing avenues to make moolahs. One such component is by merchandising the film which is gaining momentum in India. Movie merchandising refers to designing, developing, and promoting the products or commodities taking into account the movie characters, themes and so on; thereby generating hype among the people about the film (Film Reference, 2008). It is an appealing technique, which aid fans to memorize key moments from films for a long time. The introduction of multiplex i.e. several movies screened beneath one roof in 1997 has changed the whole notion of screening cinema in India. This fragment has witness the penetration of numerous private players like Inox, Adlabs, PVR Cinemas, Fun Republic and so on. The industry is gradually becoming more corporatized. Indian as well overseas companies are heavily investing into bollywood movies and thereby resulting in rigid competition (Desai, 2007). In the coming years, Digitization and Consumer preferences are the two key aspects that will drastically revolutionize the structure of Indian film industry (cii-A.T. Kearney 2007).
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