The Ormax Bollywood Audience Report

The Ormax Bollywood Audience Report (TOBAR) is India\'s largest U&A (usage & attitudes) study among theatre-goers in the Hindi film industry. The latest edition of the report (TOBAR 2016) is now available for subscription to studios, producers, celebrity and talent management companies, advertisers, media agencies and any other stakeholders in the film industry.


TOBAR 2016 is based on research conducted by Ormax Media among more than 7,000 theatre-goers across 53 cities in India. The reports profiles theatre-going Bollywood audiences across various segments, such as age, gender and markets. The study covers audience understanding in terms of their contribution to box office, ticket price, genre preferences, appeal drivers for new films, star preferences, sources of awareness and many other such information areas. 


TOBAR 2016 also segments Bollywood audiences into six distinct audience segments based on their consumption pattern and taste. An understanding of each segment in terms of their demographic profile as well as their content tastes can equip filmmakers with valuable understanding on how to target audiences for their films, both at a content and communication stage.


Download a teaser presentation of the report here. Get in touch with us to subscribe to the full report by filling in the details below.

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Ormax is our agency of first choice and this largely stems from the fact that they are willing to listen and understand the brief. Often this becomes difficult in such a passionate industry, The film industry has always believed in ‘gut feel’ and it is nice to see someone factor in that aspect when chatting with us and come back with a grounded approach to the research required.

Rafiq Gangjee - Former VP - Marketing & Communication, Yash Raj Films