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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 India Box Office Report: January 2024

The India Box Office Report: January 2024

January 2024 was a respectable month at the India Box Office, with total collections of ₹940 Cr, as three films, i.e., Fighter, Hanu-Man, and Guntur Kaaram, crossed the ₹100 Cr-mark individually

Streaming originals in India: The 2023 story

Streaming originals in India: The 2023 story

Which Hindi & International web-series & OTT films were the most-watched in India in 2023? Which ones generated the maximum buzz, and which ones were liked the most by audiences? Here are the answers.

At the box office, size matters... more than ever before!

At the box office, size matters... more than ever before!

An analysis of the Indian box office reveals that the chasm between big-ticket films driven by scale, franchise, or spectacle, and smaller, story-driven films, is here to stay in the post-pandemic era

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

Chennai Express: A decade of ageing well

Chennai Express: A decade of ageing well

Rohit Shetty's 2013 SRK-Deepika starrer Chennai Express ranks no. 2 on the list of the top current or potential Bollywood franchises. An analysis on why the film has aged so well

Other Insights

12K Crore: A new record at the India box office

12K Crore: A new record at the India box office

With gross box office of ₹12,226 Crore, 2023 emerged as the best-year ever at the India box office, surpassing the previous record of ₹10,948 Crore in 2019

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

Indian cinema's cultural crossover

Indian cinema's cultural crossover

That the top 2 films at the Indian box office in 2023 (Jawan & Animal) are Hindi language films made by directors from South is not a coincidence, but a potential trend-in-the-making

Product launch: Ormax Campaign Express

Product launch: Ormax Campaign Express

Ormax Campaign Express is a campaign testing tool that enables swift decision-making for film, OTT & TV industries

The power list: Top 100 franchises in Hindi cinema

The power list: Top 100 franchises in Hindi cinema

The inaugural edition of The Bollywood Franchise Report: 2023 identifies the top 100 existing and potential franchises in the Hindi film industry, based on audience equity

Streaming through winds of change

Streaming through winds of change

Enabled by a wider reach and a more inclusive demographic, the fundamental character of the Indian web-series space is witnessing a significant change in 2023

Just short of 500 Million

Just short of 500 Million

The latest edition of The Ormax OTT Audience Report sizes India's digital video universe at 481.1 Million users, a modest 13.5% growth vis-a-vis 2022

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

English content in India: No longer niche

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

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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