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The Bollywood Accompaniment Report 2024

The Bollywood Accompaniment Report 2024

A new report on the accompaniment behavior of Hindi theatrical audience gives an insight into theatrical viewing patterns in the post-pandemic era

The India Box Office Report: May 2024

The India Box Office Report: May 2024

May 2024 was a moderate month at the India box office, with gross collections of ₹708 Cr. Malayalam films managed to surpass the collections of Hindi films for the second consecutive month

Linear television: Is it future-proof?

Linear television: Is it future-proof?

Using Ormax Media's Seven Needs Model for the linear television category, the author attempts to ascertain if the medium can stay afloat amidst the growth of digital content

Nepotism: Bollywood's new marketing challenge?

Nepotism: Bollywood's new marketing challenge?

A section of our latest report, The Bollywood Image Report 2024, captures perceptions regarding nepotism in Bollywood among regular Hindi film audience, and identifies a new marketing challenge

Breaking barriers: Hindi GEC women are no longer housewives!

Breaking barriers: Hindi GEC women are no longer housewives!

A staggering 80% popularity share of Hindi GEC female characters is now held by working women, up from less than 20% till 2020. Here's an analysis of this radical and progressive shift

678 million sports audiences in India... Game on!

678 million sports audiences in India... Game on!

The first edition of The Ormax Sports Audience Report: 2024, based on India’s largest sports research, reveals various insights about sports content consumption in India

Other Insights

Sizing the cinema: India's theatre-going population in numbers

Sizing the cinema: India's theatre-going population in numbers

According to our new report Sizing The Cinema: 2024, India's theatre-going population has witnessed 29% growth over the last year, and now stands at 157.4 Mn (15.7 Cr) audiences

Bundy to Burari: Adapting true crime documentaries to the Indian context

Bundy to Burari: Adapting true crime documentaries to the Indian context

An analysis of successful documentaries on streaming platforms in India, and an understanding of the historical context in which they are consumed, sheds light on unique audience expectations

Back to the past: Unpacking nostalgia's impact on content consumption

Back to the past: Unpacking nostalgia's impact on content consumption

An analysis of content that is associated with nostalgia reveals the unique benefits offered, and delves into why nostalgia has a positive influence on content engagement

Level playing field?

Level playing field?

As per The Ormax Sports Audience Report: 2024, female sportspersons hold only 4% popularity share among sports audience in India. Is this extreme skew India-specific, or is the nature of sport itself?

Product-market fit: The Shark Tank India success story

Product-market fit: The Shark Tank India success story

Shark Tank India completed a successful season, becoming the most-watched Hindi non-fiction show on SVOD of all-time. Here's an analysis on key factors that enabled its success

Embracing the dark: Untapped potential of horror in Hindi cinema

Embracing the dark: Untapped potential of horror in Hindi cinema

Despite several indicators of box office potential, horror films have been marginalised in Hindi cinema in recent years. This analysis looks at the untapped potential of horror genre in Hindi cinema

The age of Inertia TV

The age of Inertia TV

Qualitative and quantitative data suggests that even as appointment viewing is on a decline, inertia to watch new content and genres is shaping Indian television's future decisively

Case study: Box office impact of an effective trailer

Case study: Box office impact of an effective trailer

The main trailer of Animal managed to get new audiences interested in the film in the week before its release, highlighting the impact a strong trailer can have on a Hindi film's opening

On the rise: Reality shows on OTT

On the rise: Reality shows on OTT

The Indian OTT landscape, which has been traditionally dominated by fiction series & direct-to-OTT films, is seeing stronger presence of non-fiction in recent times. A deep-dive on this emerging trend

Kannada film industry: Searching for its roots

Kannada film industry: Searching for its roots

Kannada film industry's contribution to India box office has nosedived from an all-time high of 8% in 2022, to a paltry 2% in 2023. An analysis on what plagues the industry

FBO (First-Day Box Office forecast): An explainer

FBO (First-Day Box Office forecast): An explainer

In this explainer, we answer 12 frequently-asked questions related to the Ormax Cinematix parameter FBO (First-Day Box Office), a forecast of box office opening of new films across nine languages

Content Testing: An explainer

Content Testing: An explainer

In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings

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