Entertainment & Character

April 16, 20130 Comments

Brand TM'sLicensing a new movie or TV property can be lucrative…but it is also challenging since there is no way to know in advance whether it will capture the imaginations of your target audience.  Here are a couple of key points to consider in evaluating a license for a theatrical release:

  • Animated vs. Live action: animation has more merchandise opportunities
  • Distribution: How many “screens” are planned for the movie release
  • Release date: Is the release during the preferred “window” (i.e. summer)
  • Promotion Budget: What level of spending will be promoting the release
  • DVD Release: Is the scheduled release timed to continue the heat
  • Key promotional partners: Such as fast food or beverages

While nothing is a sure thing, keeping these elements in mind when considering licensing a theatrical entertainment property offers the best possibility for success at retail. 

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About the Author ()

Rand Brenner is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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