Mumbai: Media analytics firm Ormax Media has released its latest research report titled Ormax Cine Sense: 2023. Ormax Cine Sense is based on primary consumer research conducted among 9,500 audiences across Hindi, Tamil, Telugu, Kannada and Malayalam theatrical markets in India, to understand their viewing behaviour, content preferences and media habits in the post-pandemic era.

Ormax Cine Sense is a follow-up to Sizing The Cinema: 2023 report, which Ormax Media released in February 2023, that pegged India’s total theatrical audience base at an estimated 12.2 Crore (122 Million). In Ormax Cine Sense, regular theatre goers in each language were interviewed, to understand their behaviour and perceptions on a wide range of topics related to their movie-going choices, ranging from their genre preferences, motivators and barriers to watch (or not watch) films, OTT consumption, marketing sources for new films, etc.

Some of the questions Ormax Cine Sense answers are:

1. What is the contribution of different audience segments, such as those by gender, age, markets, theatre type, etc., to footfalls, lifetime box office and first-day box office?
2. Films can be watched on OTT and television too. Then why do audiences go to theatres at all?
3. Whom do audiences go and watch films with? How and where do they book their tickets?
4. Besides theatres, where else do audiences consume films?
5. Which genres hold the highest appeal for theatrical audiences in different languages?
6. How do audiences decide to select or reject a film for theatrical viewing?
7. Which online and offline media are the primary sources for information on new films?
8. Where do movie-going audiences spend their media time and money, such as social media, OTT, print, radio, gaming, etc.?

Speaking about Ormax Cine Sense, Ormax Media partner Gautam Jain said, “Audience’s movie-going behaviour has changed significantly in the last two years, since theatres re-opened after being shut down for more than a year due to the pandemic. Our business partners expressed the need to understand audience behaviour in the post-pandemic scenario, and Ormax Cine Sense provides rich and layered audience data in five languages to this effect”.

Ormax Cine Sense reports (Hindi, Tamil, Telugu, Kannada & Malayalam) are available by subscription for film studios, production companies, investors, exhibitors, distributors, media agencies and other companies associated with the theatrical category in India. The reports are also a part of the all-access offering called super subscription, launched by Ormax Media earlier this year.