Criminal Justice: Cutting through the ACT clutter

An analysis of key factors that have contributed to the success of the Criminal Justice franchise in the over-saturated ACT (Action Crime Thriller) genre

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

OTT window: An overrated obstacle?

An analysis on whether the eight-week gap between theatrical to OTT release of Hindi films is damaging the box office prospects of new Hindi films

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

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

Salman Khan at the box office: 2010-2025 in numbers

An analysis of Salman Khan's career from Dabangg to Sikandar, based on box office and proprietary Ormax data

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?

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

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

Ormax Mpact case study: Bandhan Mutual Fund on India Today TV

This case study, based on the integration executed by Bandhan Mutual Fund on English news channel India Today, showcases our Brand Lift measurement tool Ormax Mpact