S.S. Rajamouli says Baahubali can grow beyond film as Dream Theatre joins

HYDERABAD: Baahubali is getting ready to conquer more than just screens. Arka Media Works and Dream Theatre have announced a partnership to take the franchise into consumer products, licensing and brand partnerships, with Dream Theatre becoming its exclusive licensing and merchandising partner in India.

The company will also serve as a strategic partner for international licensing, sponsorships, brand associations, promotional tie-ups and co-branded initiatives around the Baahubali franchise and the upcoming two-part CGI animated epic, Baahubali: The Eternal War.

For franchise creator S.S. Rajamouli, the move marks a natural next step for a property that has already travelled far beyond its original films.

“Baahubali has always had the potential to grow beyond film, and The Eternal War gives us a new way to explore that world,” said Baahubali creator S.S. Rajamouli. “I’m happy to have Dream Theatre come on board as we expand the franchise into new experiences for audiences.”

The Baahubali films, starring Prabhas in the lead, have collectively grossed more than Rs 2,400 crore worldwide and established a substantial audience in India and international markets. The films have also won major honours, including National Film Awards for Best Feature Film and Best Special Effects.

The franchise is now preparing for another expansion with Baahubali: The Eternal War, produced by Arka Media Works and directed by Ishan Shukla. The two-part animated story takes Baahubali into a new realm, literally, following him after death as he enters the afterlife and becomes caught up in a conflict spanning 14 realms inhabited by devas and asuras.

Drawing from Indian mythology, the film also introduces a fresh visual world through stylised CGI animation. The project was selected for the Work in Progress programme at the Annecy International Animation Film Festival 2026, giving its visual approach an early international showcase.

For Arka Media Works, the licensing partnership is intended to build a broader commercial ecosystem around the franchise rather than simply add merchandise to an existing film property.

Arka Media Works CEO Shobu Yarlagadda said licensing is an important part of taking The Eternal War and the wider Baahubali universe in new directions. He added that the company was looking for a partner that understood both the business of licensing and the world of the franchise.

Dream Theatre founder & CEO Jiggy George said the established identity and audience of Baahubali, coupled with the possibilities opened up by the animated films, could create new opportunities across products, partnerships and experiences.

Under the agreement, Dream Theatre will work with Arka Media Works on licensing and merchandising across categories such as apparel, collectibles, figures, bags, stationery, publishing and gaming. The companies will also explore experiential initiatives, sponsorships, promotional collaborations, brand associations and co-branded offerings.

The partnership will cover both India and international markets, with Dream Theatre’s role extending beyond traditional merchandise to help build new ways for audiences to interact with the Baahubali universe.

With The Eternal War opening a fresh chapter for the franchise, the licensing push could give Baahubali a life beyond theatres and streaming platforms. From collectibles and gaming to brand experiences, the kingdom is now looking to build an empire of its own.