For movie studios, star's value goes beyond screen: Production houses, new-age businesses sign licensing deals to cash in on their popularity

Production houses and media advisory firms are signing licensing agreements with film and television personalities to monetise their personal brands, digital images and distinctive attributes. With actors increasingly being viewed as intellectual property, companies are exploring opportunities such as digital avatars, content licensing and brand partnerships. The trend is also gaining traction as AI creates new possibilities, while raising the importance of consent and protection of personality rights.