Mumbai, Nov 2, 2010: Golmaal 3 has been setting records on Cinematix for the last seven weeks. The film has touched an Interest of 79%, the highest ever for any film in the Week -1 stage since the start of Cinematix in May 2010. Dabangg opened at 83% Interest in the week of its release (Week 0), and Golmaal 3 is likely to have a similar score. Therefore, there is a strong indication that Golmaal 3 will be the second biggest opening weekend grosser of 2010 so far.
However, the difference in collections between Dabangg and Golmaal 3 will come due to the gap in the Unaided Awareness of the two films. While Dabangg was at 61% in Week -1 (and 80% in Week of release), Golmaal 3 was lower at 54% last week.
Considering both the parameters together, Golmaal 3 may open to around Rs. 35 crores nett on the opening weekend, surpassing big grosser like Raajneeti and Kites, especially if it gets favourable word-of-mouth on Friday.
Action Replayy, is also slated for a good opening, with good Unaided Awareness (46%) and Interest (54%) scores.
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.
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 re-look their media and creative strategies during the pre-release phase itself.
Films currently in the Cinematix track include: Guzaarish, Break Ke Baad, Khelien Hum Jee Jaan Se, Band Baaja Baraat, Toonpur Ka Superhero, Tees Maar Khan, No Problem etc.
Besides Cinematix, Ormax Media also conducts various other types of research for film producers. These include test screenings, promo testing and exit polls.
Source – BOI