Ormax Cinematix's FBO: Accuracy update (April 2026)

This edition of our monthly blog summarises Ormax Cinematix's box office forecasts (FBO) for all major April 2026 releases vis-à-vis their actual box-office openings

Content over familiarity: The franchise reality-check

After peaking in 2024, the box office share of Hindi franchise films declined significantly in 2025, underlining that IP-led films do not guarantee success at the box office

Ormax Trac20: Ad & sponsorship effectiveness research for IPL 2026

Our new tool Ormax Trac20 offers multi-stage brand lift diagnostics to help sponsors & advertisers measure the marketing ROI of their IPL 2026 campaigns

India box office: Resurgence of the long tail

The dependence of India box office on the top 10 films reduced from 41% in 2024 to 33% in 2025, indicating renewed strength in the long tail, and a broader theatrical recovery

Introducing Ormax Media Affluence (OMA)

OMA is a new audience classification system designed specifically to measure affluence level of audiences in context of the media & entertainment sector in India

OWomaniya! 2025: Quantifying gender diversity in Indian entertainment

The fifth edition of the OWomaniya! report by Ormax Media & Film Companion Studios, presented by Prime Video, reveals glaring statistics on gender disparity in the Indian entertainment industry

Streaming has a new bias: The male lead

An analysis of 338 Hindi fiction originals since 2022 highlights a growing imbalance in the Indian streaming ecosystem, with male-led stories steadily taking over

Ormax Mpact case study: Realme Hip Hop India 2 on Amazon MX Player

Did brand Realme benefit from its sponsorship of Hip Hop India 2 on Amazon MX Player? Read this Ormax Mpact case study to find out

Metro myopia: The blind spot in Hindi OTT storytelling

Hindi OTT fiction space is saturated with metro-based stories, but this analysis based on Ormax Power Rating (OPR) reveals that non-metro and rural settings resonate more deeply with audiences

Brand Lift measurement tool: Ormax Mpact

An overview of Ormax Mpact, a state-of-the-art Brand Lift Measurement tool designed to help marketers and advertisers evaluate the impact of their media campaigns, collaborations, and innovations

Content Testing Impact: Case Study - Mulk (2018)

How a bold change, based on audience feedback from the test screenings of the 2018 Hindi film Mulk, helped the makers take a more compelling product to the market

Content Testing: Frequently Asked Questions - Part 3

In the third and final edition of this explainer series, we continue to answer frequently-asked questions about our Content Testing work for theatrical, streaming and television domains