As they face intense competition from web shows that have access to viewers’ data, independent film producers and studios are increasingly depending on market research to test the sustainability of their film projects, star casts, scripts, and box office potential.
While indie producers hire market researchers, major studios hire specialized companies like Ormax and Yuvaa. As video-streaming platforms seek viewers with great content, content creation businesses such as Dharma, Yoodlee, and Applause Entertainment, among others, are evaluating their content.
The pressure to conduct research stems from fierce competition from them, as well as the need to appraise the types of films that will work in theatres as audiences’ tastes change. As a result, research is being used to develop films for streaming platforms and theatres.
” Before investing big sums of money, it’s better to have a consumer research which allows for course correction and fine-tuning, “Nair said. Advertising and television projects have used similar tactics for years.
“Creators are frequently attracted by their ideas, and internal echo chambers only serve to reinforce such biases “Applause Entertainment’s CEO, Sameer Nair, admitted as much.
The demand for filmmakers has risen as streaming services not only do research for their web series and original digital films but also have direct knowledge of user preferences.
The company’s internal research team, according to Siddharth Anand Kumar, vice-president, films and television, Saregama India, which owns boutique studio Yoodlee Films, delivers such insights. “These days, data drives decisions,” the author adds”, Kumar agreed.”
Ormax, according to Kapoor, can interfere during both script development and editing. Producers frequently worry if they should greenlight a script at the writing stage. “It’s a business decision,” says the narrator. Second, what can I do to boost the script’s efficiency? This is content creation effort that includes suggestions for characters, plot points, or crucial scenes “According to Kapoor.
According to Yash Pise, head of the brand strategy and research at Yuvaa, a youth media, data insights, and community engagement platform, studios today want to make their audiences and consumers feel more seen, heard, and represented.
Yuvaa has a youth and student network in India that spans over 100 cities and 300 colleges. It has contributed to several projects at the script and character development stages.
Customer loyalty and retention are two of the most difficult issues to overcome. Because viewers are willing to test out different services, keeping them hooked is difficult, according to Divya Dixit, ALTBalaji’s senior vice president of marketing and revenue.
That allows them to reconsider their working organization if necessary to amuse the audience holistically,” Dixit said.
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