F3 - A CLASSIC CASE OF IP EXPLOITATION
I thoroughly enjoyed the recently released Telugu movie F3. Apart from the unstoppable laughter and entertainment, there is a key take away from the movie ; a classic example of IP exploitation has been very intelligently demonstrated in the movie. I have been writing a number of articles on IP exploitation showcasing how it is important to exploit the intellectual property in a number of ways and look for new avenues of monetization. ( A similar article on IP exploitation
BĀHUBALI – LEADING THE WAY FOR OPTIMUM INTELLECTUAL PROPERTY EXPLOITATION IN INDIA can be accessed
here ).
In this movie towards the end the entire lead and supporting cast work together to make a loss making toy company in to profit making company.
They come up with an idea to invent a toy that helps to de addict children from excessive mobile phone use and divert their attention towards studying.
Based on this idea, they build a toy; which consists of a display or a screen for the children to enjoy shows; games etc. and at the same time the toy monitors their screen time by automatically closing after 20 minutes. It diverts and encourages the children concentrate on their studies.
While this being the basic idea,
the team thinks that it is important that the toy should be in the form of a
very well- known character that had entertained
and impressed the children; the
character ought to be one played by a movie hero that children love and respect
so that the toy can have an influence on the child's behavior.
I really loved the idea of the
director where he has exploited the image and famous / popular characters of
the film heroes loved by the audience to come up with an altogether new
Intellectual property worth monetizing. There is an interplay of complex intellectual
property rights in this product which
includes Image/personality rights of the
heroes; Creation/ formation of characters
along with those exclusive traits played
by the heroes are subject matter of
copyright; industrial design, patents, trademarks etc.
Merchandise
of movie characters is not new to Indian cinema. In this case it paves way for possible
merchandise of characters of different movies in a single movie. The brand “F3
toys” under which the toys are sold in the movie is also quite
interesting as to how; the movie title has gone beyond just being a title of
the movie.
Nevertheless,
I am unaware whether they have come up with any merchandise but it definitely has
potential. With due permissions and licenses F3 toys may have a welcoming
market.