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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

Content Testing: An explainer

Content Testing: An explainer

In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings

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No man's land: The identity crisis of direct-to-OTT films

No man's land: The identity crisis of direct-to-OTT films

This analysis, based on Ormax viewership estimates and Ormax Stream Track data, reveals how the direct-to-OTT film format faces a significant marketing challenge, which limits its ROI

The India Box Office Report: Jan-Jun 2025

The India Box Office Report: Jan-Jun 2025

The first half of 2025 grossed a healthy ₹5,723 Cr (14% higher than 2024) at the India box office, with 17 films crossing the ₹100 Cr mark, compared to just 10 in Jan-Jun 2024

Top 50 streaming originals in India: Jan-Jun 2025

Top 50 streaming originals in India: Jan-Jun 2025

Our mid-year report looks at the most-watched original series and films on streaming platforms in India in the first half of 2025

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