S.S. Rajamouli Says “Baahubali Has Always Had The Potential To Grow Beyond Film” As Dream Theatre Becomes Licensing And Brand Partnerships Partner

Hyderabad, India: S.S. Rajamouli is one of the biggest and most visionary filmmakers in Indian cinema, having played a key role in taking Indian films to a global audience with the blockbuster Baahubali franchise. Starring Prabhas in the lead, the films went on to become a major box office phenomenon and earned several prestigious honours, including the National Film Award for Best Feature Film and the National Film Award for Best Special Effects.

The journey of Baahubali is now set to move into a new chapter with Baahubali: The Eternal War, an upcoming two-part CGI animated epic that expands the Baahubali universe. Produced by Arka Media Works and directed by Ishan Shukla, the film follows Baahubali after his death as he enters the afterlife and finds himself caught in a conflict that spans 14 realms inhabited by devas and asuras.

Amid this expansion, Arka Media Works and Dream Theatre Pvt. Ltd. have announced a partnership covering the consumer products and brand partnerships programme for the Baahubali franchise and the upcoming animated films Baahubali: The Eternal War – Part 1 and Part 2.

Under the partnership, Dream Theatre has been appointed the exclusive licensing and merchandising partner for India, while also taking on the role of a strategic partner for international licensing, sponsorships, brand associations, promotional tie-ups and co-branded initiatives.

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

Shobu Yarlagadda, CEO, Arka Media Works, said: “The Eternal War gives us an opportunity to take the Baahubali universe in new directions, and licensing is an important part of that expansion. We were looking for a partner who understood both the business and the world of the franchise. Dream Theatre brings experience in building licensing programmes and developing brand partnerships, and we look forward to working together across India and international markets.”

Jiggy George, Founder & CEO, Dream Theatre Pvt. Ltd., said: “We are pleased to partner with Arka Media Works on the Baahubali franchise and The Eternal War. The franchise has a strong identity and an established audience, while the animated films open up new possibilities for products, partnerships, and experiences. We look forward to working with Arka to develop these opportunities across India and international markets.”

The collaboration brings together the established Baahubali franchise with Dream Theatre’s expertise in building licensing and consumer product programmes across entertainment and lifestyle categories.

The Baahubali films have collectively grossed more than ₹2,400 crore worldwide and have created a strong audience base across India as well as international markets. The franchise is now expanding further into animation with Baahubali: The Eternal War, the two-part CGI animated epic produced by Arka Media Works and directed by Ishan Shukla.

The Eternal War takes the story of Baahubali into an entirely new setting, following him after death as he enters the afterlife and encounters a conflict spread across 14 realms of existence. Drawing inspiration from Indian mythology, the film also introduces a new 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 the film and its distinctive visual approach an early international platform.

As part of the partnership, Dream Theatre will collaborate with Arka Media Works to develop licensing and merchandising opportunities across a wide range of categories, including apparel, collectibles, figures, bags, stationery, publishing, gaming and experiential initiatives. The partnership will also explore sponsorships, brand associations, promotional collaborations and co-branded opportunities around the franchise.

The larger objective is to offer audiences new ways to engage with the Baahubali universe while building a comprehensive consumer products and partnerships programme around both the existing franchise and Baahubali: The Eternal War.

We aim to create new ways for audiences to engage with the Baahubali universe and build a consumer products and partnerships programme around both the existing franchise and The Eternal War.

About Baahubali: The Eternal War

Baahubali: The Eternal War is an upcoming two-part CGI animated epic set in the Baahubali universe. Produced by Arka Media Works and directed by Ishan Shukla, the film follows Baahubali after his death as he enters the afterlife and becomes involved in a conflict spanning 14 realms inhabited by devas and asuras.

About Dream Theatre Pvt. Ltd.

Dream Theatre is a Mumbai-based brand management and licensing company working across entertainment, sports and lifestyle properties. The company develops licensing, merchandising, content and brand partnership programmes for Indian and international IPs.

About Baahubali: The Eternal War

Baahubali: The Eternal War is a two-part animated epic directed by award-winning filmmaker Ishan Shukla. The film sits right in between Baahubali: The Beginning and Baahubali: The Conclusion, where we will see the journey of Amrendra Baahubali after his death challenging Gods. The teaser of Part 1 has already been released, and the film is slated for release in 2027.