Music channels and internet drive new film awareness amongst youth: Ormax

MUMBAI: According to The Ormax Bollywood Audience Report 2013 (TOBAR 2013), a syndicated industry study conducted by media insights firm Ormax Media, internet and music channel promos emerge as the strongest source of new film awareness amongst the youth, while print takes the lead amongst 30+ audiences.

These are just some of the various interesting findings of TOBAR 2013. The report is based on research conducted by Ormax Media over six months across 44 cities in India, covering a total sample size of over 5,000 respondents across two stages. The report covers various aspects of Bollywood audience understanding, such as their consumption level, viewing behaviour, genre preferences, ticket price, media consumption, etc.

The report also reveals that hoardings (including kiosks and street posters) are a wasteful investment for film producers, with no impact on creating buzz or interest in new films.

Speaking about this finding, Ormax Media insights head - films Gautam Jain said: "A large amount of a film's marketing budget is spent on buying outdoor space through hoardings. In the study, we found that internet and print emerge as far stronger media options for a film's marketing compared to hoardings, which rank a poor number 11 out of 15 communication sources measured; however point-of-consumption outdoor, such as theatre posters and standees, scored very well."

The study claims to help producers understand the role of various communication sources, including music channels, news channels, reality shows, print ads, print articles, YouTube, Facebook, Twitter, FM radio, etc.

Ormax Media have been pioneers in film insights in Bollywood, with their flagship products Ormax Cinematix (film tracking and opening box-office forecast) and Ormax Moviescope (film pre-test). The Ormax Bollywood Audience Report 2013 is also available for subscription to studios, brands and media agencies.

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