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TRANSCRIPT
The Ormax Bollywood Audience Report!
An Ormax Media Ini.a.ve 2013
1 • Why this report?
2 • The research design
3 • What will the subscribers get?
4 • How can the subscribers use the report?
PROPOSAL FLOW!
1. Why This Report?!
The cumula.ve neE domes.c box-‐office collec.ons for Hindi films released in the calendar year 2012 were Rs. 2,420 Cr*, up 42% from 2011. The industry is set to touch the Rs. 3,000 Cr mark in 2013. For an industry of this scale and growth rate, there is staggering absence of meaningful audience understanding data. Assump.ons and generaliza.ons apart, there is liEle knowledge on the profile of theatre-‐going audience, their content tastes, how do they decide to choose or reject a film to watch, marke.ng sources they are influenced by, etc. The Ormax Bollywood Audience Report is targeted at bridging these informa.on gaps, in turn enabling various stakeholders to take more informed business decisions. This is the first edi.on of the report, which we plan to make an annual feature.
WHY ‘THE ORMAX BOLLYWOOD AUDIENCE REPORT’?!
*Source: Boxofficeindia.co.in
2. The Research Design!
1. An establishment survey of sample size 3,620 was conducted in Oct-‐Dec 2012 in 14 ci.es to determine the gender & age profile of theatre-‐going audiences in India, defined as those who had watched at least one Hindi film in theatres over the last six months. Market profile was determined using Box Office and .cket price es.mates collected over 2011-‐12.
2. The main survey of sample size 2,140 respondents was conducted in 44 ci.es in Jan-‐Mar 2013, based on the sample break-‐up determined by Stage 1 results. Respondents were asked a series of ques.ons focused around, but not limited to, 33 films released in 2012. The report is based on the analysis of this data.
RESEARCH STAGES!
SAMPLE DESIGN: MARKET!SAMPLE SIZE, %, (TOWNS COVERED)!
Mumbai City: 273, 13% (Mumbai, Thane)
Gujarat: 312, 15% (Ahmedabad, Surat, Rajkot,
Vadodara, Bhavnagar, Jamnagar)
Rest of Mumbai Circuit: 163, 8% (Pune, Kolhapur, Nashik, Panaji)
Delhi City: 162, 8% (Delhi)
UP: 274, 13% (Lucknow, Kanpur, Allahabad,
Agra, Varanasi, Meerut)
Gurgaon: 40, 2% (Gurgaon)
Rest of East Punjab: 139, 6% (Chandigarh, Ludhiana, Jalandhar, Amritsar)
Rajasthan: 147, 7% (Jaipur, Udaipur,
Jodhpur, Kota, Bikaner)
CP Berar: 150, 7% (Nagpur, Amrava[, Raipur, Jabalpur)
Bihar: 55, 3% (Patna, Ranchi)
WB: 95, 4% (Kolkata, Durgapur)
Nizam-‐Andhra: 133, 6% (Hyderabad, Aurangabad)
Mysore: 80, 3% (Bangalore, Mysore)
CI: 117, 5% (Indore, Bhopal,. Gwalior)
Territories not covered: TN-‐Kerala, Orissa, Assam,
Overseas
3. What Will The Subscribers Get?!
1 • Audience profiling informa.on
2 • Audience segmenta.on: A new approach to understanding Hindi film audiences
3 • Content preferences
4 • Communica.on sources
WHAT WILL THE SUBSCRIBERS GET?!
3. What Will The Subscribers Get?!
Audience Profiling Informa.on
1. What is the gender break-‐up of theatre fooaalls?
2. What is the gender break-‐up of box office revenue?
3. What is the gender break-‐up of opening weekend box office?
4. What is the gender break-‐up of first-‐day box office?
5. How does the gender break-‐up vary for big and small scale films?
6. What is the average .cket price and how does it vary by gender?
7. Which 2012 films were most male skewed and female skewed in terms of fooaalls?
AUDIENCE PROFILING INFORMATION BY GENDER!
81% of first-‐day audience of Hindi films are males!
SNEAK PEEK #1!
§ Same informa.on as gender profiling, available for:
§ Seven age segments § 15-‐19, 20-‐24, 25-‐29, 30-‐34, 35-‐39, 40-‐44, 45+ yrs.
§ 14 territories/ markets § Mumbai city, Gujarat, Rest of Mumbai circuit, Delhi city, UP,
Gurgaon, Rest of East Punjab circuit, Rajasthan circuit, CI circuit, CP-‐Berar circuit, West Bengal circuit, Bihar circuit, Nizam-‐Andhra circuit, Mysore circuit
§ 4 theatre-‐types § High-‐end mul.plexes, mul.plexes, single screens, low-‐end
screens
AUDIENCE PROFILING INFORMATION BY AGE, MARKETS & THEATRE TYPE!
63% of BO revenue comes from 15-‐29 yrs.
age group. Their contribu.on goes up to 74% for first-‐day BO.
SNEAK PEEK #2!
3. What Will The Subscribers Get?!
Audience Segmenta.on: A New Approach To Understanding Hindi Film Audiences
An understanding of film consumers (or consumers in any category, for that maEer) based on gender, age and markets is necessary, but rarely sufficient. Relying only on demographic profiling of the target consumers can be dangerously limi.ng at .mes. Aner all, not every 18-‐year old thinks alike and not every Gujara. has the same viewing taste! In this report, we have used an approach that goes beyond demographics and segments film audiences based on their content preferences and tastes. The six audience segments that emerge as a result have been sized and profiled in detail in the report. For studios and producers, a marke.ng strategy based on these segments will be more effec.ve, as it will be based on a strong founda.on in content. From October 2013, we plan to incorporate these content segments into Ormax Cinema.x, whereby we will report scores by these segments, not just demographics.
THE NEED FOR AUDIENCE SEGMENTATION!
SEGMENTATION PARAMETERS!
S1 S2 S3 S4 S5 S6
Cluster Analysis (2,140
respondents)
Film Viewership
Film Appeal Drivers
Genre Preference
S1 • Cocktail Students (STU)
S2 • Comedy & Ac.on Lovers (CAL)
S3 • Mul.plex Male Movie Maniacs (M4)
S4 • Rarely At The Theatres (RATS)
S5 • Quality Conscious Classes (QCC)
S6 • The Timepass Taporis (T3)
THE CONTENT SEGMENTS!
1. What is the the rela.ve size (%) of each segment?
2. What is the contribu.on of each segment to theatre fooaalls, life.me box office revenue and opening weekend box office?
3. What is the age, gender and market profile of each segment?
4. What is the the theatre type break-‐up and the average .cket price paid by each segment?
5. What are the defining films (skews) for each segment?
§ In the subsequent sec<ons of the report (namely Content Preferences & Communica<on Sources), analysis is available by these content segments, over and above age, gender, market and theatre type
CONTENT SEGMENTS INFORMATION!
3. What Will The Subscribers Get?!
Content Preferences
§ Films can be watched on television or the computer too. Then why do audiences go to theatres at all?
§ Scores will be reported of the following seven drivers for all audience, by age, gender, markets, theatre type and content segments:
THEATRE DRIVERS!
The big screen experience
The experience of co-‐viewing with other audiences
Viewing with concentra.on, without any disturbance
Personal space to watch and react without inhibi.ons
Ou.ng/ picnic with family or friends
Buzz in the theatre – the crowds, the food, etc.
Relief from tensions and worries of the outside world
THEATRE DRIVERS!
The north mul.plex markets (Delhi, Gurgaon, Punjab) have a stronger picnic/ ou.ng outlook to movies than the rest of the
country.
SNEAK PEEK #3!
§ How do audiences select a film to watch?
§ Scores will be reported of the following nine drivers for all audience, by age, gender, markets, theatre type and content segments:
FILM APPEAL DRIVERS!
FILM APPEAL DRIVERS LIST – INTRINSIC TO THE FILM!
Starcast Genre/ Story Theme Music
Promo Scenes Director Producer
FILM APPEAL DRIVERS LIST – EXTRINSIC TO THE FILM!
Reviews Friends’ WOM Family WOM
Film reviews don’t influence the youth, who would rather
believe friends than reviews. But 30+ respondents are influenced significantly by
reviews, and trust them more than their friends’ view.
SNEAK PEEK #4!
§ Which genre of films do audiences like the most?
§ Scores will be reported of the following 13 drivers for all audience, by age, gender, markets, theatre type and content segments:
GENRE PREFERENCE!
GENRE LIST (1/2)!
Romance Ac.on Family/ Emo.onal
Family Comedy Youthful Comedy Youthful
GENRE LIST (2/2)!
Suspense Thriller Realis.c Social Message
Horror Adult/ Sex Children’s
Ac.on ranks no. 2 amongst males but no. 8 amongst
females. Social message films emerge as a unifying genre across gender and age segments.
SNEAK PEEK #5!
§ Who are the favorite male and female stars of the audience? (top 2 each)
§ What is the gender of the audience’s topmost favorite star?
§ Scores will be reported for all audience, by age, gender, markets, theatre type and content segments
FAVORITE STARS!
Aamir Khan & Vidya Balan emerge as a strong pairing yet unexplored in Bollywood.
SNEAK PEEK #6!
3. What Will The Subscribers Get?!
Communica.on Sources
§ Which media drive awareness about new films?
§ Scores will be reported of the following 15 media for all audience, by age, gender, markets, theatre type and content segments:
COMMUNICATION SOURCES!
Music channel (paid promos)
Reality shows
News & Bollywood channels
Print ads
Print ar.cles
COMMUNICATION SOURCES (1/3)!
Hoardings
Trailers in theatres
Posters in theatres
Friends (WOM)
Family (WOM)
COMMUNICATION SOURCES (2/3)!
FM Radio
YouTube
TwiEer
Film-‐related websites
COMMUNICATION SOURCES (3/3)!
Print ads emerge as the strongest source of new film awareness for 30+
audience, but score below music channels and the Internet for the youth.
SNEAK PEEK #7!
§ Which are the most watched TV channels amongst film audiences? (irrespec.ve of whether they air film promos/ content or not)
§ How does the list of most watched channels vary by age, gender, markets, theatre type and content segments?
MOST-WATCHED CHANNELS!
How Can The Subscribers Use This Report?!
1. Crea.ng assessment frameworks to select concepts for development
2. Target audience defini.on of new films, especially based on content segments
3. Cas.ng choices amongst op.ons available
4. Posi.oning strategy for new films, such as genre choice, promo drivers (e.g. starcast vs. story, music vs. Dialogues, etc.)
5. Media choices for promo.on of films
6. Distribu.on strategy for films, i.e., choice of markets and theatres
USING THE ORMAX BOLLYWOOD AUDIENCE REPORT!
