Report on Shemaroo

Ormax Media relaunches film campaign tracking and box office forecasting tool Ormax Cinematix

The tool has been launched in nine languages.

MUMBAI: With the audience slowly returning to movie theatres post the Covid2019 pandemic, media consulting firm Ormax Media has announced the relaunch and expansion of its film campaign tracking and box office forecasting tool Ormax Cinematix (OCX). OCX was launched in 2010 for the Hindi film industry, and expanded to cover the Hollywood sector in India in 2014. In its new avatar, OCX will track theatrical films in nine language, namely Hindi, English, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi and Bengali.

OCX uses consumer research across India to measure the performance of upcoming film releases on three parameters: Buzz, Reach & Appeal. A statistical model uses these parameters to estimate the First-Day Box Office (FBO), a forecast of the opening day collections of all the films being tracked by the tool. Over the last few years, FBO has established itself as a highly credible currency in the film industry, with 83% accuracy since 2018.

With the expansion to regional languages, Ormax Media has reiterated its focus on regional content. Earlier this year, the company had extended its television character popularity tracking tool Ormax Characters India Loves to Tamil, Telugu, Marathi and Bengali GEC categories.

Ormax Media founder & CEO Shailesh Kapoor said, “Ormax Cinematix has been an industry benchmark for the Hindi film industry for more than a decade, and is used by studios to take key business decisions related to marketing, distribution and acquisition of films. With an expansion into nine languages, the tool will now be available for producers across India. This expansion reiterates our commitment towards increasing our focus on language markets in India in 2021”.

OCX has been the film industry’s go-to tool for first-day box office forecasts over the last decade. At the time the tool hit the pause button in March 2020 when theatres were closed due to the lockdown, more than 30 studios and producers were subscribers of the tool, including Yash Raj Films, Dharma Productions, Disney, Viacom 18, Sony Pictures, T-Series, Zee Studios, Balaji Telefilms and Excel Entertainment, among others.

Ormax Media partner Gautam Jain added,  “Pan-India films, which cut across languages, are an emerging trend. This year itself will see several films that will travel across languages, such as KGF Chapter 2, Radhe Shyam and RRR. Ormax Cinematix needed a multi-language expansion to keep up with this trend. With nine languages being covered now, we are confident that our first-day box office (FBO) forecast numbers will be as looked forwarded to by producers, directors and actors in the regional markets, as they have been by those in Bollywood”.

Latest Reads
Second Covid wave chokes India; filmmakers eye OTT route for new releases

MUMBAI: After showing signs of flattening the curve, India is once again struggling to leash the deadly virus that has reared its ugly head in the last few weeks. On 13 April, the country recorded more than 1,61,736 Covid2019 positive cases and over 900 related deaths. As the pandemic rages on,...

Movies Hindi
Amid pandemic scare, ‘Godzilla vs Kong’ enjoys dream box-office run

NEW DELHI: Adam Wingard's Godzilla vs Kong was one of the most-anticipated films of the year, though with many big-budget movies getting pushed back due to the pandemic, stakeholders were jittery if the monster action flick would come to cinemas. However, the movie had its international theatrical...

Movies Hindi
ShortsTV & BookMyShow Stream bring home the Oscars magic

MUMBAI: After the much-awaited announcement of Oscar 2021 nominations last month, film enthusiasts in India can now watch this year’s Academy Award contenders for short films from the comfort of their homes. ShortsTV has collaborated with BookMyShow Stream to present these films exclusively to...

Movies Hindi
FCAT abolished, filmmakers criticise government's decision

NEW DELHI: It was on April 7 that the government decided to abolish the Film Certification Appellate Tribunal (FCAT) with immediate effect. The statutory body was formed in 1983 to hear appeals from filmmakers against the rulings by the Central Board of Film Certification (CBFC). FCAT has played a...

Movies Hindi
"Joji' movie review: Dileesh Pothan's Macbeth adaptation is an insightful crime drama

MUMBAI: Dileesh Pothan is widely considered one of the most talented filmmakers in Mollywood. His debut movie Maheshinte Prathikaram that starred Fahadh Faasil was a critical and commercial success, and later, the duo came together to deliver another blockbuster with Thondimuthalum Driksakshiyum....

Movies Regional
Curtains for Cinemas?: Industry pins hopes on vaccine roll-out amid second wave

KOLKATA: The film entertainment segment of the M&E industry was perhaps the worst hit due to a long-term closure induced by the outbreak of Covid2019. With phased opening and beginning of theatrical releases, the allied segment had been on the course of recovery, but the second wave of the...

Movies Hindi
Multiplex Association writes to Maharashtra CM, says possible lockdown could hit cinemas

MUMBAI: Maharashtra has been witnessing a drastic surge in coronavirus cases over the past few days, and several medical experts have suggested that the only possible way to curb the rising caseloads is by implementing a second lockdown. Amid looming uncertainty over a possible shutdown, the...

Movies Hindi
Fresh Covid wave chokes Bollywood, regional industries partially safe

NEW DELHI: After showing strong signs of flattening the curve, Covid2019 has again reared its ugly head in India. With more than 59,117 positive cases recorded on Thursday, infections of the deadly pathogen are climbing up steadily in the country, and experts are not ruling out the possibility of a...

Movies Regional
Disney pulls a Warner Bros, sets 'Black Widow' for simultaneous release

NEW DELHI: Taking a cue from rival Warner Bros, media & entertainment behemoth Disney has set its highly anticipated MCU outing Black Widow for a simultaneous release in cinema halls and on its premium streaming service, Disney+ Premier Access for an additional cost. After interminable delay...

Movies Hollywood

Sign up for our Newsletter

subscribe for latest stories

* indicates required