"We are surrounded by data, but starved for insights."
Not anymore! Our domain specialists have curated
some great insights for you. Read on!
The Right Draft: 2023
The new Ormax-Tulsea report reveals the state of the screenwriting profession in India, based on findings of a survey conducted among screenwriters working in the theatrical and streaming industries
At the box office, size matters!
The pandemic has widened the chasm between big-ticket films driven by spectacle, action & franchise, and smaller, story-driven films
Gazing at stardom... and its gendered ways
The popularity of almost all top male film stars of India is skewed towards male audience, for reasons that are arguably systemic, and have their roots in the 'male gaze'
The India Box Office Report: April 2023
Despite PS-2 crossing the ₹200 Cr mark, April 2023 was yet another underwhelming month at the India box office
Cinema: Mass entertainment or luxury item?
Findings of Ormax Cine Sense: 2023 suggest that movie-going, at least in the Hindi language, may not be as mainstream a phenomenon as is popularly believed
India's OTT evolution: The North-South divide
An analysis on how the Hindi and South OTT industries are at different stages of evolution, on both supply and demand, with the web-series format still trying to find its feet in the South
The OTT brand challenge
Can an OTT platform rely on quality content to build its brand? Or is there more to brand building in the Indian OTT category than just compelling content?
English content in India: No longer niche
Our new whitepaper, in partnership with Sony Pictures Television, reveals that English content audience base on paid OTT platforms in India has grown by a staggering 124% since 2020
It's a new record!
Amazon Prime Video's Farzi has set the record of being the most-watched Indian SVOD series of all time
Breaking the buzz barrier
An analysis of Hindi OTT originals using Ormax Stream Track data over three years reveals how it's becoming harder for new launches to grab audience attention
Ageless wonders
Why have Malayalam superstars Mohanlal and Mammootty been able to sustain their popularity for more than 45 years? Here’s a deep dive
Expensive movie tickets: A price to pay?
What is that “high” level of ticket price that becomes a barrier for a significant section of audience? We conducted an extensive research to find out.
Where are the mothers?
Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye
Newly crowned
The success of Pathaan has made Shah Rukh Khan the most popular male Hindi film star in India
Sizing the cinema: How big is India's theatre-going population?
The 2023 edition of our report Sizing The Cinema estimates the change in India's theatrical universe vis-a-vis pre-pandemic times
A South-skewed spectacle
The prominent South skew in the box office of Avatar: The Way Of Water in India is an outcome of the difference in taste, exposure, and evolution of theatre-goers in South and non-South markets
Streaming originals in India: The 2022 story
Which Hindi & International web-series & OTT films were the most-watched in India in 2022? Which ones generated the maximum buzz, and which ones were liked the most by audiences? Here are the answers.
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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