An IMRB International research will gauge audience tastes and try finding the answer
The film industry is always looking for the magic formula that would work with audiences. While some films hit the bull’s eye in India and abroad, others merely work in pockets, while most pretty much come up turkeys everywhere. But a research taken up by the Indian Market Research Bureau (IMRB) International, and initiated by Adlabs Cinemas may help answer the million-dollar question — what do Indian audiences want? The research has begun its first phase — the study of audience tastes, preferences and reaction of film audiences in cities like Mumbai, Delhi and Madurai — and will then be taken across to other cities and small towns in the coming months.
“Indian cinema has very limited research to measure audience characteristics and preferences. This is an initiative for us to gather insights into the thinking of the new-age movie viewer,” said Tushar Dhingra, COO, Adlabs Cinemas. The plan is to cover India over the next six months.
“The research takes into account three important aspects in a film-viewing experience: The viewer, the filmmakers and the advertisers who invest in the film and benefit in terms of monetary gains. So, while the results will help advertisers to put their money at the right place, it will aid filmmakers to make films that work with audiences,” says Harish Mehta, senior vice president, IMRB international.
Although the survey results might act as a marketing tool for advertisers and benefit publicity planners, whether the quality of films will improve with its help, is anybody’s guess. “I will not fall back on any such research,” says filmmaker Vipul Shah, whose Singh Is Kinng releases this Friday. “Films are made on conviction, not market surveys. Research may say that horror films don’t do well in India, but if I make a good horror film, it’s bound to succeed.”
Shah also believes that to make a commercially viable film is only half the battle won. In the end, the film needs to have good content. “Singh Is Kinng may be a film that may appeal to a wider audience due to its star-cast but a story has to be good for the film to work. That also explains why remakes of hit films don’t always work.”
However, there are some who welcome the move. Siddharth Roy Kapur, CEO of UTV Motion Pictures says, “This is the first time the film and research industries have come together. And it could be beneficial to not just marketing, but also to the creative side of films.”
g_aniruddha@dnaindia.net
