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Disney India is all set to cash in on the popular 3-D animated flick, Cars 3, this summer. Slated to release on Friday, the second sequel in the global billion-dollar franchise Cars is expected to hit about 800 screens. It has also tied up with as many as 40 brands to launch co-branded consumer products for kids.
This Disney-Pixar production is being released in English, Hindi, Tamil and Telugu. Traditionally, animated movies have found limited appeal among Indian audiences, making international production houses opt for relatively smaller screen counts for release.
Trade analyst Komal Nahta said, “In recent times, some of the animated movies have done well at the box office, which has encouraged Hollywood movie studios to look at wider releases for them. Also, since dubbing is not such a capital-intensive exercise, this strategy helps them rake in incremental box office collections with every additional screen.”
Companies from across sectors, such as apparel, toys, accessories, publishing, stationary and e-commerce are collaborating with Disney India to launch consumer products. Brands that have inked licensing deals for these products, include Myntra, Max, Pantaloons, Crocs, Bata, Titan, Mattel, Lego, Funskool, Servewell, Hamleys, Landmark, HM International and Crossword.
Sanjeet Mehta, Executive Director and Head, Consumer Products, Disney India, said: “ Cars is one of the key franchises for us and it enjoys great affinity amongst Indian fans. The franchise has grown exponentially after the release of Cars & Cars 2, and today enjoys good demand for products across categories amongst the younger fans. We are thrilled to be working with 40 brands for our upcoming movie Disney-Pixar’s Cars 3 , which is by far the highest for any animation movie in the country.”
Disney-Pixar’s Finding Dory, which was released across 600 screens in India last year, had got 16 companies on-board for brand associations.
Manu Sharma, Business Manager, Hamleys India, said: “Our previous collaborations with Disney India for movie-inspired merchandise, timed with the theatrical releases, have always been a huge success and we intend to continue the momentum. From collectibles to track sets, radio-controlled toys to talking cars, Lego sets and back-to-school merchandise, we have a range of products that will appeal to all age groups.”
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