Ormax to track online buzz for films

04 Jul,2013

By A Correspondent


Media insights firm Ormax Media has further strengthened its position in the film insights space with the launch of Ormax Online Quotient (OOQ), a product that tracks the performance of the online campaign of a film in social media and public platforms.


Film studios can use OOQ to track week-on-week performance of their films in the online space, and benchmark it against their online targets. The product reports various parameters, including Online Buzz (number of mentions) and Online Sentiment (positive or negative slant of the mentions). Data can be seen for the film, as well as its individual components, such as stars, director, songs, etc.


Shailesh Kapoor

Speaking about OOQ, Shailesh Kapoor, CEO – Ormax Media, said: “Internet and social media are becoming increasingly relevant for film marketing. We have conclusive data to prove that social media has more influence on a film’s opening than outdoor, for example. With OOQ, we hope to bring science and measurement to the otherwise qualitative concept of ‘online buzz’.”


OOQ will arm film studios will weekly reports that they can use to take corrective action in their online campaigns, in turn improving their prospects of a higher opening weekend of the film at the box office, both domestic and internationally.


OOQ has been created in collaboration with its technology partners Germin8, a company that specializes in online brand tracking and analytics. Speaking about the association, Ranjit Nair, CEO – Germin8, said: “OOQ is the marriage of Germin8’s technology prowess in the fields of Natural Language Processing and Big Data Analytics and Ormax Media’s vast domain expertise in media insights. The end result will allow film marketers make their campaigns more effective.”


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