Theatre-going, as an activity, stands out from other forms of entertainment, as it offers the audience entertainment that is deeply rooted in the idea of social experience. However, different social groups exist for audiences to partake in this activity with, and understanding the nature of such social groups for a particular film can help in developing a sharper marketing strategy for it.

Our latest report, titled The Bollywood Theatrical Accompaniment Report 2024, analyzes the accompaniment data for 24 post-pandemic Hindi films among theatre viewers.

For each film, post its release, a sample of audiences (500-2,000 per film) who watched the film in the theatres were asked to pick one out of the four options (Friends/Siblings, Spouse/Partner, Entire Family, Alone) based on whom they went to the theatre to watch the film with. The chart below captures the accompaniment behavior across the 24 films. 

These films were then bucketed into four unique clusters, based on similarity in their accompaniment profiles. Each cluster has been labeled based on the dominant social group that drives it. These clusters are Date Films, Pal Pleasers, Family-Friendly Flicks, and Event Entertainers.

You can download the full report in PDF format here.