Ormax Media to support economy films with new tool

MUMBAI: The media research and consulting firm Ormax Media has launched a new product, Movie Genie, designed to support filmmakers working outside the studio system and without the top superstars.

The product will provide customised consumer knowledge and strategic inputs to "economy films", defined as films that are made at modest budgets and don‘t have a big star to ensure a good opening at the box office, the company said.

Explaining the idea behind Movie Genie, Ormax Media CEO Shailesh Kapoor said, "Over the last few years, the gap between big budget and medium to small budget films has grown progressively wider. More than 55 per cent of films produced in the last three years were economy films. However, their contribution to the box office was only five per cent. We want such filmmakers to produce more films, but that is possible only if they can make profitable films. Movie Genie is a strategy and marketing solutions product designed to guide and support such filmmakers in their filmmaking journey."

Movie Genie will involve four stages. In the first stage, Ormax Media will work with the filmmakers to define the marketing strategy of the film. In the second stage, relevant elements of the film‘s content and communication will be tested with the consumer.

In the third stage, the box office planning for the film will be done, to set the revenue targets for the film. In the final stage, the film‘s live campaign will be tracked to ensure that the targets are met. Ormax‘s film industry experience will be used across these four stages.

Kapoor added, "Movie Genie is designed to be a very efficient, high-ROI product. By spending only about one per cent of their film‘s total production and marketing budget on Movie Genie, economy filmmakers can get a revenue upside of up to 30 per cent. Every good film deserves to earn money, irrespective of its starcast or scale. Movie Genie is our initiative to make this happen in a way that‘s affordable to the makers of such films."

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