Sholay 3D:Recreating the Magic?

‘Sholay’, an Indian classic blockbuster, and an extremely successful movie brand for about 38 years, was extended to ‘Sholay 3D’ to increase its brand value. This case analyzes the brand extension strategy used for the movie, which involved producing a three-dimensional format of the original classic brand. The case study builds on interviews with various stakeholders involved in recreating Sholay (including the producers, financier and music directors) to look at the drivers and challenges of such movie brand extension strategies in emerging economies like India. It depicts how an improved version of the successful classic movie, as an experiential brand, works in the context of the movie market in India or in a similar context elsewhere. This case would help understand the generic question: Can brand extensions of successful and classic experiential brands recreate the magic of the original brand?