Will provide data on audience awareness
Indian producers now have the means to gauge audience awareness and interest levels for new releases.Cinematix, a weekly tracking tool launched Thursday by media research and consulting firm Ormax Media, is being tested in Mumbai, New Delhi and Ahmedabad. Cinema auds in these cities will be interviewed beginning six weeks before a film’s release date. Cinematix subscribers will get a report every Monday that includes age, gender and city data, as well as daily scores in the week of release. Reports will give producers an idea of audience anticipation to help them plan their media strategies accordingly. Ormax Media CEO Shailesh Kapoor said: “Pre-release awareness and intention to watch are the factors affecting the opening weekend collections of a film. Tracking these key variables is a norm across Hollywood studios. Once we have a body of data in place over a few weeks, Cinematix will allow producers to predict their opening weekend collections as well.” Ormax does aud research for local TV companies including Star India, Zee Network, Imagine, Nick and UTV.