• About
  • Advertise
  • Privacy & Policy
  • Contact
Wednesday, October 15, 2025
  • Login
Made-in-Media: Crafting Stories, Shaping Perspectives
Advertisement
  • Home
    • Home – Layout 1
    • Home – Layout 2
    • Home – Layout 3
    • Home – Layout 4
    • Home – Layout 5
    • Home – Layout 6
  • News
    • All
    • Business
    • Politics
    • Science
    • World

    Hillary Clinton in white pantsuit for Trump inauguration

    Amazon has 143 billion reasons to keep adding more perks to Prime

    Shooting More than 40 Years of New York’s Halloween Parade

    These Are the 5 Big Tech Stories to Watch in 2017

    Why Millennials Need to Save Twice as Much as Boomers Did

    Doctors take inspiration from online dating to build organ transplant AI

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Tech
    • All
    • Apps
    • Gadget
    • Mobile
    • Startup

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    Shadow Tactics: Blades of the Shogun Review

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    The Last Guardian Playstation 4 Game review

    These Are the 5 Big Tech Stories to Watch in 2017

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
  • Entertainment
    • All
    • Gaming
    • Movie
    • Music
    • Sports

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    Heroes of the Storm Global Championship 2017 starts tomorrow, here’s what you need to know

    Harnessing the power of VR with Power Rangers and Snapdragon 835

    So you want to be a startup investor? Here are things you should know

  • Lifestyle
    • All
    • Fashion
    • Food
    • Health
    • Travel

    Shooting More than 40 Years of New York’s Halloween Parade

    Heroes of the Storm Global Championship 2017 starts tomorrow, here’s what you need to know

    Why Millennials Need to Save Twice as Much as Boomers Did

    Doctors take inspiration from online dating to build organ transplant AI

    How couples can solve lighting disagreements for good

    Ducati launch: Lorenzo and Dovizioso’s Desmosedici

    Trending Tags

    • Golden Globes
    • Game of Thrones
    • MotoGP 2017
    • eSports
    • Fashion Week
  • Review

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    Shadow Tactics: Blades of the Shogun Review

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    The Last Guardian Playstation 4 Game review

    Intel Core i7-7700K ‘Kaby Lake’ review

No Result
View All Result
  • Home
    • Home – Layout 1
    • Home – Layout 2
    • Home – Layout 3
    • Home – Layout 4
    • Home – Layout 5
    • Home – Layout 6
  • News
    • All
    • Business
    • Politics
    • Science
    • World

    Hillary Clinton in white pantsuit for Trump inauguration

    Amazon has 143 billion reasons to keep adding more perks to Prime

    Shooting More than 40 Years of New York’s Halloween Parade

    These Are the 5 Big Tech Stories to Watch in 2017

    Why Millennials Need to Save Twice as Much as Boomers Did

    Doctors take inspiration from online dating to build organ transplant AI

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Tech
    • All
    • Apps
    • Gadget
    • Mobile
    • Startup

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    Shadow Tactics: Blades of the Shogun Review

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    The Last Guardian Playstation 4 Game review

    These Are the 5 Big Tech Stories to Watch in 2017

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
  • Entertainment
    • All
    • Gaming
    • Movie
    • Music
    • Sports

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    Heroes of the Storm Global Championship 2017 starts tomorrow, here’s what you need to know

    Harnessing the power of VR with Power Rangers and Snapdragon 835

    So you want to be a startup investor? Here are things you should know

  • Lifestyle
    • All
    • Fashion
    • Food
    • Health
    • Travel

    Shooting More than 40 Years of New York’s Halloween Parade

    Heroes of the Storm Global Championship 2017 starts tomorrow, here’s what you need to know

    Why Millennials Need to Save Twice as Much as Boomers Did

    Doctors take inspiration from online dating to build organ transplant AI

    How couples can solve lighting disagreements for good

    Ducati launch: Lorenzo and Dovizioso’s Desmosedici

    Trending Tags

    • Golden Globes
    • Game of Thrones
    • MotoGP 2017
    • eSports
    • Fashion Week
  • Review

    The Legend of Zelda: Breath of the Wild gameplay on the Nintendo Switch

    Shadow Tactics: Blades of the Shogun Review

    macOS Sierra review: Mac users get a modest update this year

    Hands on: Samsung Galaxy A5 2017 review

    The Last Guardian Playstation 4 Game review

    Intel Core i7-7700K ‘Kaby Lake’ review

No Result
View All Result
Made-in-Media: Crafting Stories, Shaping Perspectives
No Result
View All Result
Home GEC

Case Study: Effective introduction of a new genre

News Desk by News Desk
November 13, 2024
in GEC, OTT
0
Case Study: Effective introduction of a new genre
0
SHARES
5
VIEWS
Share on FacebookShare on Twitter

An analysis, using data from Ormax Cinematix (OCX), on how Tamil film Amaran’s marketing campaign helped the film open very well, by effectively introducing a new genre to audiences

• Diwali release Amaran achieved the third-highest opening for a Tamil film in 2024, following only Vijay’s The Greatest Of All Time and Rajinikanth’s Vettaiyan

• This analysis explores the marketing strategy that propelled the film’s extraordinary opening • Ormax Cinematix (OCX) tracking reveals that the film saw an exceptional jump of 30 points in Appeal, from 46 to 76, over the course of the campaign

• The authors examine how the campaign managed to build consistent momentum over the month of October • Using the film’s example, they illustrate the importance of a thoughtful, consistent campaign in shaping audience expectations, especially when introducing a new genre.

This Diwali, the Tamil film industry witnessed one of its biggest box office openings of the year with Amaran, starring Sivakarthikeyan and Sai Pallavi. The film achieved the thirdhighest opening for a Tamil film in 2024, following only Vijay’s The Greatest Of All Time and Rajinikanth’s Vettaiyan.

What’s particularly striking is that with an first-day box office of ₹16 Cr (Tamil Nadu gross), Amaran outperformed several star-driven releases from earlier in the year, including Kamal Haasan’s Indian 2, Vikram’s Thangalaan, and Dhanush’s Raayan. What set the Amaran campaign apart? This analysis explores the marketing strategy that propelled the film’s extraordinary opening.

Amaran stands out by defying the usual expectations of a festival release, typically a mix of genres. Unlike the ‘masala’ template seen in films like Sarkar, Mersal, Bigil, Vedhalam, and Annaatthe, Amaran introduces ‘Army biopic’ as a fresh genre to Tamil audiences. While patriotic films with a military setting are well-established in Hindi cinema, mainstream Tamil cinema has rarely explored this theme. Even films with Army personnel, such as Thuppakki and Vivegam, focus on overtly commercial elements, where the military setting is secondary to the plot.

The strong opening of Amaran demonstrates the impact of well-crafted marketing in introducing a new genre to audiences. For this analysis, we examined the six highestopening theatrical releases in Tamil Nadu in 2024 so far. We compared how their ‘Appeal’ grew from the start of the campaign (beginning with the first video release or seven weeks prior, whichever came later) to the release week. Appeal, a key metric in our campaign tracking and first-day box office forecasting tool, Ormax Cinematix (OCX), is a measure of percentage of the audience with a definitive intention to watch the film in a theatre, among those aware of the film. It’s an indicator of campaign strength, reflecting the pull of the film’s cast, theme, genre, music, and other campaign elements.

The chart below illustrates the Appeal shift for these six films, from the beginning of their campaigns to release week.

Amaran saw an Appeal increase of 30 points, from 46 to 76, the highest for any Tamil release in 2024. In contrast, big-budget films like Indian 2, The Greatest Of All Time, and Vettaiyan witnessed minimal Appeal growth over their campaigns. Thangalan and Raayan saw notable Appeal, but Amaran outperformed them in both the growth (30 points) and the absolute Appeal in the week of release (76). The only other Tamil film in recent years to achieve a similar Appeal increase in Appeal was Kamal Haasan’s Vikram (2022).

Understanding how Amaran’s campaign influenced Appeal requires examining the effect of each asset. The chart below tracks Amaran’s Appeal trajectory from early September, seven weeks before release, to the release week.

The first teaser, released in February, set the tone for the film, highlighting its unique setting and tonality. When OCX tracking for the film began in September, the Appeal was at 46. Momentum grew with the release of the song Hey Minnale, and an introduction teaser for Sai Pallavi’s character, four weeks before release. These assets established Amaran as an Army film with an emotional offering.

The campaign continued with interviews about the real-life figure on whom the biopic is based, alongside behind-the-scenes footage – elements that distinguished Amaran’s marketing strategy. These assets introduced audiences to the film’s unique narrative, emphasizing its depth and universal themes of family, duty, love, and sacrifice, resonant themes for Tamil audiences.

For lead actor Sivakarthikeyan, Amaran is notably different from his previous box-office hits like Seemaraja, Don, and Doctor, which were comedies. The marketing consciously set expectations by highlighting the film’s distinctiveness from his earlier works.

In summary, Amaran’s marketing strategy underscores the importance of a thoughtful, consistent campaign in shaping audience expectations, especially when introducing a new genre. It highlights the power of aligning the tone and narrative style to prepare viewers for a fresh storytelling experience, beyond star appeal or festival timing.

Tags: Dvija Mandavamade in mediaRohan BabuVisakh Roji Summary
News Desk

News Desk

Stay Connected test

  • 23.9k Followers
  • 99 Subscribers
  • Trending
  • Comments
  • Latest

Ai+ Smartphones Pulse and Nova 5G Sell Out on Flipkart Ahead of Next Sale on July 17

July 14, 2025

Zee Entertainment Launches Zee WRITERS ROOM to Discover India’s Next Generation of Screenwriters

July 15, 2025

UP Warriorz Rope in Comedian Zakir Khan for ‘Coach ki Khoj’ Campaign, Announce Abhishek Nayar as Head Coach for WPL Season 4

July 25, 2025

Bobby Deol Joins J. Hampstead as Brand Ambassador in New Luxury Menswear Campaign

July 14, 2025
made in media

Zee Entertainment Achieves Strong Margin Performance Amidst Market Challenges

0
Wondrlab and Bharat Matrimony Ignite Excitement with ‘Wedding Games’ Campaign”

Wondrlab and Bharat Matrimony Ignite Excitement with ‘Wedding Games’ Campaign”

0
TAM INDIA LOGO

Leading Brands Capture 10% of TV Ad Market, TAM AdEx Analysis Shows

0
Tourism Australia

Tourism Australia Enhances Leadership with Edward Kwek as Senior Business Events Manager for South and South East Asia

0
BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

October 9, 2025
Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

October 9, 2025
Freedom Refined Sunflower Oil Appoints Cricket Legend Rahul Dravid as Brand Ambassador

Freedom Refined Sunflower Oil Appoints Cricket Legend Rahul Dravid as Brand Ambassador

October 9, 2025
STUDDS Marks 50 Years of Innovation and Trust with New Brand Film Showcasing Customer Loyalty

STUDDS Marks 50 Years of Innovation and Trust with New Brand Film Showcasing Customer Loyalty

October 9, 2025

Recent News

BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

October 9, 2025
Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

October 9, 2025
Freedom Refined Sunflower Oil Appoints Cricket Legend Rahul Dravid as Brand Ambassador

Freedom Refined Sunflower Oil Appoints Cricket Legend Rahul Dravid as Brand Ambassador

October 9, 2025
STUDDS Marks 50 Years of Innovation and Trust with New Brand Film Showcasing Customer Loyalty

STUDDS Marks 50 Years of Innovation and Trust with New Brand Film Showcasing Customer Loyalty

October 9, 2025
Made-in-Media: Crafting Stories, Shaping Perspectives

We bring you the best Premium WordPress Themes that perfect for news, magazine, personal blog, etc. Check our landing page for details.

Follow Us

Browse by Category

  • Advertisement
  • Agencies
  • All seperate
  • Apps
  • Brand Endorsement
  • Brands
  • Business
  • Business
  • Campaigns
  • Cinema
  • Digital
  • Entertainment
  • Entertainment
  • Fashion
  • Food
  • Gadget
  • Gaming
  • GEC
  • Health
  • Lifestyle
  • MIM Specials
  • Mobile
  • Mobile
  • Movie
  • Music
  • News
  • News
  • OTT
  • people Movement
  • Politics
  • PR
  • Report
  • Review
  • Science
  • Sports
  • Sports
  • Startup
  • Tech
  • Travel
  • World

Recent News

BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

BIG FM Launches ‘Super Duper Dhamaka’ Season 4 with Bobby Deol to Celebrate Diwali Across India

October 9, 2025
Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

Bangalore Diabetes and Eye Hospital Hosts World Sight Day Walkathon to Promote Eye Health Awareness

October 9, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2025 JNews - Premium WordPress news & magazine theme by Jegtheme.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result

© 2025 JNews - Premium WordPress news & magazine theme by Jegtheme.

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?