Ashutosh Gowariker’s Khelein Hum Jee Jaan Sey continues to perform poorly on Cinematix™, even one week before its release. The film’s Unaided Awareness is only 9% and the Interest is at a low 16%. Raavan, Abhishek Bachchan’s last film, was at 38% Unaided Awareness and 61% Interest in the same stage.
As per the Cinematix™ predictive model, assuming KHJJS opens across 800 cinemas, the film will have a nett opening weekend (Fri-Sun) of only Rs. 5-6 crores. Word of mouth can influence the collections Sunday onwards, given the low Interest at the pre-release stage.

Rakht Charirta 2 which is also releasing this weekend is predicted to have a nett opening weekend (Fri-Sun) of 3.5-4 Crores, assuming 750 cinemas.

The predictive model takes into account the film’s performance across the four Cinematix™ parameters – Unaided Awareness, Total Awareness, Appeal and Interest.
Data over the last six months has been used to predict a film’s opening weekend nett collections on the basis of its Cinematix™ scores. The model can predict the opening weekend collections ofa film with an error margin of less than 10%.

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.

Basis the response for their film, producers can relook their media and creative strategies during the pre-release phase itself.

Films currently in the Cinematix™ track include: Rakht Charitra 2, Khelein Hum Jee Jaan Sey, Band Baaja Baaraat, Mirch, No One Killed Jessica, Isi Life Mein, Dil Toh Bachcha Hai Ji, Yamla Pagla Deewana, Run Bhola Run, Dhobi Ghaat, 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.

About Ormax Media

Ormax Media was founded in July 2008, by Vispy Doctor and Shailesh Kapoor. We are a research and consulting firm specializing in the entertainment business. Our work in the television, film, radio and Internet industries is targeted at one specific purpose – to increase the profitability of our business partners by empowering them with consumer knowledge and strategic analysis.

Our services include Quantitative & Qualitative Research. We have also developed a series of proprietary research tools and syndicated products for the entertainment business.

We currently partner with Star India, Colors, Zee Network, Imagine, Sony, Times Now, SAB, Max, UTV, Zoom, Big Broadcasting, Astro, Nick, Disney, Cartoon Network, NDTV Good Times, Yash Raj Films, Fox Star Studios, Vipul Shah Productions, Cinergy, OTX Hollywood, Vistaar Religare, Hungama, Zapak, Radio City, Radio Mirchi, Red FM, MyFM, What’s On India, Tata Sky, Mindshare, Godrej and Idea Cellular.

Source – BOI

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