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In the United States, the majority of the revenue that a film rakes in is through channels other than the box office. So, DVD sales, merchandise, licensing, selling of rights and digital properties (ringtones etc.) forms the major chunk of the money that Hollywood earns.

India, predominantly, has always been a box-office dominated market. With the multiplex boom, came a different kind of cinema that did not require mammoth budget and popular themes. Now, even the ringtones of the songs are pretty poplar among Indians. Wallpapers of stars, movies, song downloads and ringtones downloads are now increasingly becoming an alternative revenue sources for the industry.