Archive · 11 Jan 2026
Filmmakers Expand Monetization Beyond Box Office
Filmmakers in India are finding new ways to make money from their movies beyond just the box office.
They are creating audio series, merchandise, and fan engagement experiences to keep fans interested and make more money over time.
For example, the Baahubali franchise has an audio series with over 250 episodes, and the movie War 2 had a fan engagement experience on a going-out app.
These new ideas don't make as much money as a big OTT deal, but they help keep fans engaged and provide valuable data about what audiences like.
Experts say this is a smart way to build a stronger connection with fans and make the most out of a movie's success.
Filmmakers are expanding monetization beyond theatrical, satellite, and OTT deals to include audio spin-offs, merchandise, and fan engagement experiences.
Examples include the Baahubali audio series, War 2 fan engagement on District app, and Fighter merchandise collection.
New monetization avenues extend the earning cycle and build fan engagement, though they generate less revenue than OTT deals.
Industry experts highlight the value of these new formats in providing real-time engagement data and strengthening emotional connections with fans.
Theatrical, satellite, and music rights remain primary revenue drivers, with new streams serving as supplementary income.
- Who
- Filmmakers and production companies in India
- What
- Expanding monetization avenues beyond traditional box office, satellite, and OTT deals
- When
- Currently, with examples like Baahubali audio series and War 2 fan engagement
- Where
- India, with potential for global scalability
- Why
- To extend the earning cycle, build fan engagement, and mirror global operational standards
- Primary Revenue Sources
- Theatrical, satellite, and music rights
- New Monetization Avenues
- Audio spin-offs, digital platform experiences, merchandise, gaming extensions, fan events
- Revenue Comparison
- OTT deals: ₹200 crore, Spin-offs/merchandise: ₹20-30 crore
- Key Benefit
- Extends earning cycle, builds fan engagement, provides real-time engagement data
- Successful Examples
- Baahubali audio series, War 2 fan engagement, Fighter merchandise
- Industry Shift
- From one-time consumption to IP as an ecosystem
- Cost of Spin-offs
- Borne by the new licensing partner
- Profit Sharing
- Split between producer and licensing partner based on contract