So where do we stand today? One movie releases, along come related console games, cell phone games, music video, remixes, food drinks with movie brand and what not. Everybody wants to monetize on the existing idea prevailing the old profound theory of human mankind : work less, earn more.
And you will sense the height of the above theory when ppl declare that they are cashing on the old popular movies as well. Distinguished directors are planning to remake Don, Sholay. Game Industry is making games based on GodFather, JamesBond etc. Technology thus is used to ensure that an idea doesn't get wasted and everybody makes full use of it.
So the question to ask yourself is: where we stand today?
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