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The curious case of The Kashmir Files

The curious case of The Kashmir Files

Does the success of The Kashmir Files underline the changing audience taste in a post-pandemic Bollywood? Or is there more to it? This analysis decodes the film's box office performance

Too long a tail: The snag in India’s OTT growth story?

Too long a tail: The snag in India’s OTT growth story?

An analysis of streaming originals launched in India since 2020 reveals that the strike rate has been poor so far. The author analyses implications of the findings on the category

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The India Box Office Report: October 2022

The India Box Office Report: October 2022

Kantara's extended run ensured that October 2022 was a respectable month at box office in India

Hindi cinema's moment of reckoning

Hindi cinema's moment of reckoning

What will it take for Hindi film industry to get back on its feet in the post-pandemic era?

Product update: Theatrical Content Testing

Product update: Theatrical Content Testing

To account for evolution in audience taste because of the pandemic, engagement drivers used in Ormax Moviescope and Ormax First Draft have been updated in September 2022

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