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09-03-2010, 01:42 AM #1
Dabangg Breaks Pre-Release Buzz Records On CinematixMumbai, Aug 31, 2010: With still two weeks to its release Dabangg has registered a record breaking score on Ormax Media’s film awareness tracking product Cinematix. At an Unaided Awareness of 50%, on Cinematix, Dabangg seems set to have a record-breaking opening, possibly the best so far this year.
Cinematix is a weekly tracking tool to that measures the awareness and interest to watch for upcoming releases, during their marketing phase. Developed and run by India’s premiere media research & consulting firm Ormax Media, the weekly Cinematix track is conducted across the key theatrical revenue markets - Mumbai, Delhi, Ahmedabad, Lucknow & Indore. Cinematix covers theatre visitors in the age group of 15-34 years in SEC AB.
Since the start of Cinematix in May, Dabangg’s Unaided Awareness of 50% has been the highest that any film has scored two weeks prior to release on Cinematix. 50% Unaided Awareness means that when asked which new films are releasing in the future, 50% respondents could name Dabangg as one of the upcoming films.
Unaided Awareness (Two Weeks To Release)
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Cinematix track is done every week and the subscribers get a detailed report every Monday with age, gender, city and SEC-wise analysis, for all films releasing in the corresponding period, as well as daily scores in the week of release. Basis the response for their film, producers can relook their media and creative strategies during the pre-launch phase itself.
Films currently in the Cinematix track include: We Are Family, Dabangg, Anjaana Anjaani, Action Replayy, Khichdi – The Movie, Crook, Rakta Charitra & Robot etc.
Besides Cinematix, Ormax Media also conducts various other types of research for film producers. These include test screenings, promo testing and exit polls.
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