The ABCD franchise is one of the most profitable franchise in country, the first one raking in a box

office gross of 76 crores with a mere budget of 20 crores. The second installment was made grand
with a budget of 65 crores which garnered a box office revenue of around 165 crores. The movie
displays the struggles of street dancers. The unconventional storyline of the movie has made it a
commercial success at the box office, the audience are expecting something different from the
regular “masala movies” and the producers and director are trying to deliver a product that satisfies
their needs as well differentiates itself from regular commercial movies. The production crew has
roped in a grand star cast which adds to the brand value of the franchise. They are also promoting
the art of dance through the medium of cinema, with some social substance. The production
company is taking the franchise route as the customer retention rate is high. Movie franchises are
usually well positioned among the target audience this can help the production company to
maximize the potential benefit.