Skip to main content

FEATURED POST

D.Gowthami Reddy, Partner, M/s.Pentallect Partners

'INDIAN THATHA'- A MONITISABLE IP

  The movie ‘INDIAN’ directed by Director Shankar; released in the year 1996 was a mammoth block buster. Actor Kamal Hassan in the role of the daring & dashing old man or what the fans fondly call as ‘INDIAN THATHA’ out did himself (naturally). The celebrated character ‘INDIAN THATHA’ with the very intriguing costume had also become quite famous. Nevertheless, the potential of the character as a monitisable intellectual property is quite under played by the makers. However, the characters potential has been clearly displayed in the sequel ‘INDIAN 2’ in its grand and pompous song THATHA VARARU. That being said, I wonder whether the authors are contemplating to exploit the character sooner or later. If the character is copyrighted, the protection given under Indian copyright law for an artistic work is author's lifetime plus 60 years after their death. Which means the character/artistic work is awarded protection for nearly 120 years.  In my opinion, I can clearly see a nativ
Read more
Labels
D.Gowthami Reddy, Partner, M/s.Pentallect Partners

F3 - A CLASSIC CASE OF IP EXPLOITATION

 F3 - A CLASSIC CASE OF IP EXPLOITATION 

F3 FUN AND FRUSTRATION
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.

 

 


Labels:
Location: Chennai, Tamil Nadu, India