Cinema audience tracking tool debuts

MUMBAI: Film distribution and exhibition is a science and an art. Indian cinema distributors, exhibitors and producers now have a tool to help them finetune this further, courtesy media research and consulting firm Ormax Media.

Called Cinematix, the tool allows those involved in a film‘s release to gauge audience awareness and interest levels in watching it. And it is currently being tested in the three cities of Mumbai, New Delhi and Ahmedabad.

In its expansion plans, the tool will be introduced in cities like Lucknow, Kolkata and Hyderabad in the next three months.

Basically, six weeks before a film is released or the week when the promos go on air, Ormax executives call audiences to generate feedback, points out Ormax Media co-founder & CEO Shailesh Kapoor. 

Every Monday, subscribers (producers, distributors, advertisers) of Cinematix then get a detailed report with age, gender, city and sector-wise analysis, for all the films releasing in the corresponding period.

"By this, they will come to know whether a film has been marketed well or needs to further finetune their marketing, media planning and promotion strategies," points out Kapoor.

Kapoor says that Hollywood studios as a norm track the variables of pre-release awareness and intention to watch amongst audiences. "Once we have a body of data in place over a few weeks, Cinematix will allow producers to predict their opening weekend collections as well," he adds.

All this would involve a lot of money. Where will Omax Media recover the money from? "We have two kinds of packages for producers or production houses. One is an annual charge, where we do the tracking of all their films releasing during the year while the second is on a film basis," Kapoor observes.

Cinematix has been put into operation from last week when YRF‘s Badmaash Company was released. Side-by-side tracking of Rakesh Roshan‘s Kites was also being done. "By Monday, we got the information that Kites was the front runner in terms of popularity followed by Badmaash Company," reveals Kapoor.

Latest Reads
Mobile promotions Fox 'Ae Dil...' on UCWeb

Promotion on the go for 'Ae Dil..." Alibaba Mobile Business Group’s UCWeb India charted a new success story through its tie-up with Fox Star Studios, India, Dharma Productions and Sony Music India to promote the highly anticipated Diwali release, Ae Dil Hai Mushkil.

Movies Hindi
Box Office: A disastrous week for film exhibitors

It has been another disastrous week at the cinema halls and the wait is now on for Diwali week releases. All the releases failed to find audiences and faced the no-audience-no-show situation. The films released a week earlier were faced with the similar fate as well.

Movies Hindi
Govt says 'no mushkil' to 'Ae Dil' even as Pak industry supports Indian content ban

NEW DELHI: Although Indian is almost completely banned in Pakistan now courtesy PEMRA, in India, it became a Catch-22: give in or give up. But, ultimately Karan Johar managed to get an assurance that ‘Ae Dil hai Mushkil’ would be released as scheduled on 28 October, after the Maharashtra chief...

Movies Hindi
Sony Pictures signs three-film deal with international producers

MUMBAI: Sony Pictures International Productions (SPIP) has inked a deal with Mexico and Los Angeles-based producers Eduardo Cisneros and Jason Shuman. With this multi-picture development, the producers will write and produce three new feature films with the studio.

Movies Hollywood
31st October: Genuine effort wasted

Rather late in the day, 31stOctober is a film about the Sikh genocide of 1984 in Delhi in the aftermath of assassination of the then prime minister of India Indira Gandhi. She was killed by her security guards, who happened to be Sikh. That assassination, again, is attributed to the anger of the...

Movies Hindi
TV premiere of Daniel Craig's 'Spectre' on 23 October

Movies Now is all geared up to air the television premiere of the Daniel Craig starrer James Bond movie Spectre. With Diwali round the corner, the movie will hit the TV screens on 23 October at 1 pm and a repeat telecast at 9 pm.

Movies Hollywood
Jio MAMI: Royal Stag Barrel joins Star to promote short films

The Jio MAMI 18th Mumbai Film Festival with Star has managed to involve Royal Stag Barrel Select Large Short Films to provide a platform within the short films category.

Movies Hindi
India against obstructing Fawad film; Maharashtra assures 'protection'

Even as PEMRA's ban on Indian content looms, the Indian Government has made it clear that it will not create any impediment for the release of producer-director Karan Johar’s 'Ae Dil Hai Mushkil’ starring popular Pakistani actor Fawad Khan, among others.

Movies Hindi
'Thithi' to open Dharmashala fest; to screen 45 features and shorts

A total of 45 features and shorts are to screened at the fifth Dharamshala International Film Festival (DIFF) to be held from 3 to 6 November.

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories