With the box office returns of paramount importance to a film, the Hindi film industry is beginning to take a keen interest in tracking films. In this, 4Sight Analytics, led by Dr CR Sridhar, who comes with the experience of tracking 300-odd films for Sony, has just launched its tool for effective management of films. The solutions are based on large databases?in fact, Sridhar used the tool to track Rann to give just one example?and modern mathematical and statistical engines. Currently, 4Sight has solutions for evaluating films, testing promos and tracking films. In future it also sees the possibility of extending it to other mediums like television. 4Sight has industry experts like Uday Singh, ex-Sony, PVR, and Ranjan Singh, ex-PVR, on board too. In a chat with FE, Dr Sridhar outlines how the tool can mean better business for films at the box office. Excerpts:

When do you start tracking a film? How important is it for the film to do well in the first week?

The awareness of a film starts building up about 10-12 weeks before the release of the film. The rush of investments in advertising and promotions start about eight-12 weeks before release. FilmTrac traces the build-up of the film among a sample of audience, every week. The results are used to fine-tune marketing inputs. For instance, if the desire to see the film is low, then we will advise producers to increase promotions; because of the large database we can also help the producers reach out to the correct target audience. At least 65% of revenues have to come in the first week itself for a film to be successful. Typically, a 55% occupancy rate can see bottomlines improve from red to black, so it helps if we can track the film?s journey to the multiplex or single screens weeks before its release.

What are some of the parameters for tracking a film?

We study unaided awareness of a film, aided awareness, intention to see the film, intention to see the film on the first weekend. Hollywood also measures these parameters and having tracked 350 films for Sony, I have developed quite a few benchmarks. For instance, if a film has to do well at the box office, there should be a certain level of awareness before the film?s release which can be improved over the weeks.

The key to your success is the database, of course. How big is it?

We have set up a national film panel with 600 theatres spread over 25 towns as members. We have set up a panel of 1,00,000 film audience across the towns. This panel is drawn from multiplexes as well as single screens using a strict method of sampling. A random sample of 5,000 respondents form a weekly panel.

When is your filmtrack report delivered?

We deliver it every Thursday evening, and it typically consists of the topline of all films tracked, media and drivers of the film in question, the audience profile, analytical summary, the action recommended and so forth.

So, how can a film?s promotions be increased to get that good opening?

Most Hindi films get their 55-65% of their revenues in the opening week. For a film to open successfully, the advertising and promotional material should be effective. The television commercials should communicate the correct message and should create a desire to watch the movie.

Who are your clients from the industry?

We have spoken to all the top distributors and producers and most have been very enthusiastic. We have also tracked quite a few films already.