Brand Lift measurement tool: Ormax Mpact

An overview of Ormax Mpact, a state-of-the-art Brand Lift Measurement tool designed to help marketers and advertisers evaluate the impact of their media campaigns, collaborations, and innovations

Hollywood in India: The decline in numbers

An analysis of Hollywood's fluctuating fortunes at the Indian box office, before and after the pandemic

Now streaming, at an app near you

An analysis of the streaming rights for India’s top theatrical films released between 2022 and 2024 reveals a duopolistic landscape with significant implications for the Indian theatrical industry

Ormax Mpact case study: Realme Hip Hop India 2 on Amazon MX Player

Did brand Realme benefit from its sponsorship of Hip Hop India 2 on Amazon MX Player? Read this Ormax Mpact case study to find out

Box office trend: The rise of regional pride

The success of Chhaava reaffirms the growing trend of films rooted in regional pride performing well at the box office. But is this potential limited to stories from the state of Maharashtra alone?

The great Indian box office divide

The growing chasm between big-ticket, event films driven by scale, franchise or spectacle, and smaller, story-led films, is the new normal at the Indian box office

Content Testing: Frequently Asked Questions - Part 3

In the third and final edition of this explainer series, we continue to answer frequently-asked questions about our Content Testing work for theatrical, streaming and television domains

Potency: The monetisation metric that matters

Potency is a measure of the efficacy of a show/ film to drive new subscriptions/ renewals for an OTT platform. Here's an analysis of trends on this parameter from Ormax Stream Track

Content Testing Impact: Case Study - Mulk (2018)

How a bold change, based on audience feedback from the test screenings of the 2018 Hindi film Mulk, helped the makers take a more compelling product to the market

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

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

Product launch: Ormax Campaign Express

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