New Delhi: S.S Rajamouli’s blockbuster hit Baahubali will not be limited to its much-awaited sequel. The director and producers Arka Mediaworks have partnered with character entertainment company Graphic India to take the story beyond movies to original comic books, novels, animation and video games.

Unlike makers of a regular film who would initiate such moves as marketing gimmicks at the time of release, the goal is much broader—to create a true franchise based on the dynamism and drama inherently present in the world of the characters that inhabit the film, according to Rajamouli.

Baahubali comics will be launched in June-July and the video games thereafter. There are plans to create and sell Baahubali merchandise as well.

“There is a lot more to the story of Baahubali than just the film, a lot more drama, intrigue and action in the world that we created which we wanted people to see and experience," said Rajamouli. “Even when we first began working, we wanted to extend the franchise to comics, animated shots, games, toys, and dabble in trans-media. But we didn’t find good partners. Everyone who came to us wanted to take things out of the film. But we wanted the film to be an extension of the initial, bigger world, not the world itself."

While a larger animation project that is in the making is tentatively titled Baahubali: The Lost Legend, the partnership with Graphic India will first play out in the form of a series of comics.

These will feature principal characters like Baahubali and Bhallala Deva; the rivalry between the two brothers will continue to be an underlying theme.

Sharad Devarajan, co-founder and chief executive officer of Graphic India who was drawn to the creative possibilities hidden in the detail of Rajamouli’s characters and their back-stories, sees in these diversified ventures the potential to appeal to the same wide audience that Baahubali, the film, did.

“It’s an evolving process. But the three main areas we want to tackle are comics, animation and gaming," he said. “With animation for example, one of the things we’re trying to achieve is the opportunity to take India into a world it has never experienced with a film and brand like this that has such amazing connect. In other parts of the world such as Japan, animation isn’t just seen as meant for kids, it’s seen as a medium by which you can tell a great story and we want to capture animation that has the same tonality."

While revenue models for these ventures are yet to be in place, the idea is to make it a mix. The comics—which will be available as both e-books and print copies—for example could either be acquired for free, paid by issue or subscription.

Distributor partners for the animation projects could be both broadcasters and digital entities. There are also plans to develop a Facebook app for updates about the comic issues to be available to fans instantly.

“There is already a massive fan base on social media for this property. That makes it a very interesting way for us to feed that excitement," said Devarajan.

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