The returns don’t justify the investments made in movie merchandising, but players are unperturbed. Like a systematic investment plan, all the stake holders are putting in time, money and resources to hit paydirt in the time to come.

Remember the bizarre black and white dress worn by Sanjay Dutt in Khalnayak? It was one of the points of recall of the movie apart from Madhuri’s choli, and the famous ‘choli ke peechay’ song and junior Dutt’s infamous run-ins with the law prior to the movie. Dutt’s ensemble aroused enough curiosity amongst the audiences for a few to enquire with the local tailor to stitch ‘a Khalnayak shirt’ or trouser.

In fact, the neighbourhood tailor needs to watch every Hindi film for the sake of his trade because every time a Bollywood heroine is seen sporting a new style of sari blouse or even saris with interesting patterns, he is asked to ape the style. So much so that these clothing ranges get branded as a Kajol pink or an Aishwarya......

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Title: Future Furore
Approximate Word Count: 5337
Approximate Pages: 22 (250 words per double-spaced page)

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