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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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