The Ormax Bollywood Audience Report! An Ormax Media Ini.a.ve 2013

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Laureen Waters
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2 The Ormax Bollywood Audience Report! An Ormax Media Ini.a.ve 2013

3 PROPOSAL FLOW! 1 Why this report? 2 The research design 3 4 What will the subscribers get? How can the subscribers use the report?

4 1. Why This Report?!

5 WHY THE ORMAX BOLLYWOOD AUDIENCE 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 The industry is set to touch the Rs. 3,000 Cr mark in 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. * Source: Boxofficeindia.co.in

6 2. The Research Design!

7 RESEARCH STAGES! 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 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 The report is based on the analysis of this data.

13% (Lucknow, Kanpur, Allahabad, Agra, Varanasi, Meerut) Gujarat: 312, 15% (Ahmedabad, Surat, Rajkot, Vadodara, Bhavnagar, Jamnagar) Mumbai City: 273, 13% (Mumbai, Thane) CI: 117, 5% (Indore,

8 SAMPLE DESIGN: MARKET! SAMPLE SIZE, %, (TOWNS COVERED)! Rest of East Punjab: 139, 6% (Chandigarh, Ludhiana, Jalandhar, Amritsar) Rajasthan: 147, 7% (Jaipur, Udaipur, Jodhpur, Kota, Bikaner) Gurgaon: 40, 2% (Gurgaon) Delhi City: 162, 8% (Delhi) UP: 274, 13% (Lucknow, Kanpur, Allahabad, Agra, Varanasi, Meerut) Gujarat: 312, 15% (Ahmedabad, Surat, Rajkot, Vadodara, Bhavnagar, Jamnagar) Mumbai City: 273, 13% (Mumbai, Thane) CI: 117, 5% (Indore, Bhopal,. Gwalior) CP Berar: 150, 7% (Nagpur, Amrava[, Raipur, Jabalpur) Bihar: 55, 3% (Patna, Ranchi) WB: 95, 4% (Kolkata, Durgapur) Rest of Mumbai Circuit: 163, 8% (Pune, Kolhapur, Nashik, Panaji) Nizam- Andhra: 133, 6% (Hyderabad, Aurangabad) Mysore: 80, 3% (Bangalore, Mysore) Territories not covered: TN- Kerala, Orissa, Assam, Overseas

9 3. What Will The Subscribers Get?!

10 WHAT WILL THE SUBSCRIBERS GET?! 1 2 Audience profiling informa.on Audience segmenta.on: A new approach to understanding Hindi film audiences 3 Content preferences 4 Communica.on sources

11 3. What Will The Subscribers Get?! Audience Profiling Informa.on

12 AUDIENCE PROFILING INFORMATION BY GENDER! 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?

13 SNEAK PEEK #1! 81% of first- day audience of Hindi films are males!

14 AUDIENCE PROFILING INFORMATION BY AGE, MARKETS & THEATRE TYPE! 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

15 SNEAK PEEK #2! 63% of BO revenue comes from yrs. age group. Their contribu.on goes up to 74% for first- day BO.

16 3. What Will The Subscribers Get?! Audience Segmenta.on: A New Approach To Understanding Hindi Film Audiences

17 THE NEED FOR AUDIENCE SEGMENTATION! 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.

18 SEGMENTATION PARAMETERS! Film Viewership Film Appeal Drivers Genre Preference Cluster Analysis (2,140 respondents) S1 S2 S3 S4 S5 S6

19 THE CONTENT SEGMENTS! S1 S2 S3 S4 S5 S6 Cocktail Students (STU) Comedy & Ac.on Lovers (CAL) Mul.plex Male Movie Maniacs (M4) Rarely At The Theatres (RATS) Quality Conscious Classes (QCC) The Timepass Taporis (T3)

20 CONTENT SEGMENTS INFORMATION! 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

21 3. What Will The Subscribers Get?! Content Preferences

22 THEATRE DRIVERS! 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:

23 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

24 SNEAK PEEK #3! The north mul.plex markets (Delhi, Gurgaon, Punjab) have a stronger picnic/ ou.ng outlook to movies than the rest of the country.

25 FILM APPEAL DRIVERS! 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:

26 FILM APPEAL DRIVERS LIST INTRINSIC TO THE FILM! Starcast Genre/ Story Theme Music Promo Scenes Director Producer

27 FILM APPEAL DRIVERS LIST EXTRINSIC TO THE FILM! Reviews Friends WOM Family WOM

28 SNEAK PEEK #4! 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.

29 GENRE PREFERENCE! 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:

30 GENRE LIST (1/2)! Romance Ac.on Family/ Emo.onal Family Comedy Youthful Comedy Youthful

31 GENRE LIST (2/2)! Suspense Thriller Horror Realis.c Adult/ Sex Social Message Children s

32 SNEAK PEEK #5! 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.

33 FAVORITE STARS! 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

34 SNEAK PEEK #6! Aamir Khan & Vidya Balan emerge as a strong pairing yet unexplored in Bollywood.

35 3. What Will The Subscribers Get?! Communica.on Sources

36 COMMUNICATION 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:

37 COMMUNICATION SOURCES (1/3)! Music channel (paid promos) Reality shows News & Bollywood channels Print ads Print ar.cles

38 COMMUNICATION SOURCES (2/3)! Hoardings Trailers in theatres Posters in theatres Friends (WOM) Family (WOM)

39 COMMUNICATION SOURCES (3/3)! FM Radio YouTube Facebook TwiEer Film- related websites

40 SNEAK PEEK #7! 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.

41 MOST-WATCHED CHANNELS! 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?

42 How Can The Subscribers Use This Report?!

43 USING THE ORMAX BOLLYWOOD AUDIENCE 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

44 To subscribe, contact: Jigeesha Sarvaiya

CHAPTER 14 AUDIENCE RESEARCH IN TELEVISION & RADIO

CHAPTER 14 AUDIENCE RESEARCH IN TELEVISION & RADIO / When the Indian Republic was just nine years old, Doordarshan made a modest beginning in 1957 and today after 50 years of Independence Doordarshan is