MARKETING RESEARCH

ASSIGNMENT ON

“PERFORMANCE OF NEW UPCOMING MOVIES RESPECT TO

PROMOTIONAL ACTIVITIES”

SUBMITTED TO:
PROF. PUNIT KUMAR MISHRA
(Faculty of Marketing Research)

ASIAN SCHOOL OF BUSINESS MANAGEMENT

PREPARED BY

GROUP NUMBER: 8

MANISH KUMAR GUPTA: PGPM/09-11/21

ALOK MOHAPATRA: PGPM/09-11/06

RACHNA KUMARI: PGPM/09-11/29

ABHISHEK KESARI DEO: PGPM/09-11/03

ASHISH KUMAR: PGPM/09-11/14

SARITA MISHRA: PGPM/09-11/39

SUBRAT KUMAR SAHOO: PGPM/09-11/52

Executive Summary
In our report , we made a research on performance of new upcoming movies with respect to
promotional activities. For this we have taken 5 movies, these are: Peepli live, Golmaal 3,
Knock out, Gujaarish and We are family from different categories of Genre like Social,
Comedy, Action, Romance and Drama. We had taken the view of 30 respondents from our
campus for collecting the data. We collect the data on likert scale questionnaire and tabulated
them on the basis of each respondents view about each feature of film. For which we had
taken these categories: Star-Cast, Song, Trailer, Costume, Location of Set, Story and Dance.

After that we had taken the Pi-Chart representation on the basis of Respondents view about
Comparative features of different movies. On the basis of that we prepare the final Overall
Comparison of these five different categories of films on their different feature aspects by
Respondents. At last we got the data which shows that the movie “Golmaal 3” and
“Gujaarish” will became superhit, “Peepli Live” and “We are family” will be hit and “Knock
out” will be a great flop.

Research Methodology

Our Research methodology has eight distinct characteristics:

• Research originates with a question or problem of Respondent.
• Research goal is to know about future aspect of Respondents that what public like in
film.
• Our Research follows a specific plan to know the different criteria to be taken for
different views.
• Research is guided by the specific research problems and questions.
• Research requires the collection and interpretation of data in attempting to resolve the
problem that initiated the research.

Objective of the Research:

The objective of the research is:
 • To know about the respondents view about their preferences to watch movie in

theatre.

• To study the perception of the Respondents that includes Star-cast, Story, Dance, Songs,
Trailer, Costumes and Location.

• To study the threats in movie from which respondents are worried.

Data Collection
Primary data collection: Questionnaire.

This method of data collection is quite popular, and is adopted by private individuals. Our focus
group of 7 people together to discuss needs and problems of a new upcoming movies for
movie promotion regulation.

Formulating questions:

Likert-scale: To assess a person's feelings about upcoming movies promotion.

Multiple choice questions for selection from one of the given option.

Limitation during the research:

Some respondent’s choice of actor or actress and different features were different from our
choice. So, they are unable to fill correct answer of all questions.

Sampling techniques:

Sample unit: I had taken the respondents from ASBM, Bhubaneswar campus.

Sample size: I had taken the sample size of 30 respondents to carry out the research.

Sample Procedure: Simple Random sampling.

DATA ANALYSIS

Number of Respondents: 30.

 (Ranking based upon each feature aspect of upcoming movies by each

Respondent on Likert Scale Measurement):

Please Rank these films on the basis of your preference to watch in theatre. For
example; if you prefer good songs in film than rank it 4 and so on…..

Features Best Good Average Bad Worst

5 4 3 2 1
Stars
Songs
Trailers
Costume
Location of Set
Story
Dance

Peepli live:
Film-Title StarCast Genre Director Producer Banner

Omkar Das Manikpuri,

Raghuveer Yadav, Malaika Aamir Khan, Aamir Khan
Peepli Live Social Anusha Rizvi
Shenoy, Nawazuddin Kiran Rao Productions
Siddiqui, Shalini Vatsa

Features Best Good Average Bad Worst

5 4 3 2 1
Stars 2 2 11 10 5
Songs 1 8 14 6 1
Trailers 1 9 16 4 1
Costume 2 3 16 5 3
Location of Set 9 6 10 3 2
Story 12 10 6 1 0
Dance 5 6 12 7 0

Golmaal 3:
Film-Title StarCast Genre Director Producer Banner

Golmaal 3 Ajay Devgn, Kareena Comedy Rohit Shetty Dhilin Mehta Shri Ashtavinayak
Kapoor, Mithun
 Chakraborty, Tusshar
Kapoor, Shreyas Talpade,
Cine Visions
Kunal Khemu, Johny
Lever, Arshad Warsi

Features Best Good Average Bad Worst

5 4 3 2 1
Stars 19 6 4 1 0
Songs 15 10 5 0 0
Trailers 14 9 5 2 0
Costume 10 8 10 1 1
Location of Set 10 8 6 3 3
Story 8 8 12 2 0
Dance 10 10 6 3 1

Knock Out:
Film-Title StarCast Genre Director Producer Banner

Sanjay Dutt, Kangna Sohail Maklai

Knock Out Ranaut, Irrfan Khan, Action Mani Shankar - Entertainment Pvt
Gulshan Grover, Rukhsar Ltd

Features Best Good Average Bad Worst

5 4 3 2 1
Stars 5 6 8 9 2
Songs 5 8 10 3 4
Trailers 1 5 5 10 9
Costume 8 9 10 3 0
Location of Set 4 6 9 5 6
Story 0 2 9 11 8
Dance 2 4 8 12 4

Guzaarish:
Film-Title StarCast Genre Director Producer Banner
 Hrithik Roshan, Aishwarya
Sanjay Leela UTV Motion
Guzaarish Rai, Aditya Roy Kapoor, Romance -
Bhansali Pictures
Monikangana Dutta

Features Best Good Average Bad Worst

5 4 3 2 1
Stars 10 12 7 1 0
Songs 12 8 10 0 0
Trailers 10 10 6 4 0
Costume 12 8 6 3 1
Location of Set 8 10 10 1 1
Story 12 8 5 3 2
Dance 10 10 10 0 0

We Are Family:
Film-Title StarCast Genre Director Producer Banner

Dharma
Kareena Kapoor, Kajol, Drama, Siddharth
We Are Family Karan Johar Productions, Sony
Arjun Rampal Romance Malhotra
Pictures

Features Best Good Average Bad Worst

5 4 3 2 1
Stars 12 4 8 4 2
Songs 5 6 4 10 5
Trailers 6 7 12 1 4
Costume 8 8 12 1 1
Location of Set 10 10 6 2 2
Story 5 6 8 4 7
Dance 10 8 7 3 2

Questionnaire
Respondent’s Views:
∗ Who is your favourite actor / actress?

Ajay Devgan __, Karina Kapoor __, Sanjay Dutt __, Hrithik Roshan __, Aishwarya Rai __,

Omkar das Manikpuri __.

∗ Which type of movie you prefer to watch?

Comedy __, Social __, Action __, Horror __, Romantic __, Drama __.

∗ Who is your favourite film producer?

Aamir Khan__, Dhilin Mehta__, Mani Shankar __,Sanjay Leela Bhansali __, Karan Johar __.

∗ Which is your favourite film production?

Aamir Khan Production__, Shri Ashtavinayak Cine Visions __, Sohail Maklai Entertainment

Pvt Ltd __, UTV Motion Pictures __, Dharma Production __.

∗ Which type of songs you prefer to listen?

Romantic __, Comedy __, Sentimental __.

∗ Mostlly I prefare to watch the movie based on their trailer.

Strongly agree __, Somewhat agree __, Not agree not disagree __, Somewhat disagree __,

Strongly disagree __.

∗ I mostly go to cinema theatre to watch the location of set.

Strongly agree __, Somewhat agree __, Not agree not disagree __, Somewhat disagree __,

Strongly disagree __.

∗ In Which producer’s film you enjoy good costume’ look?

Aamir Khan__, Dhilin Mehta__, Mani Shankar __,Sanjay Leela Bhansali __, Karan Johar __.

∗ I watch the movie in cinema theatre with my family, which is story based.

Strongly agree __, Somewhat agree __, Not agree not disagree __, Somewhat disagree __,

Strongly disagree __.

Pi-Chart representation on the basis of Respondents view about Comparative
features of different movies:

Positive aspects (Best, Good and Average)

1.Respondents view on Star-Cast in movies:

Respondents view on Star-Cast in movies

Peepli Live
We arefamily
13%
21%
Golmaal 3
25%
Gujaarish
25%
Knockout
16%

Interpretation: In this pi-chart the respondents view about the star-cast in movies priority goes
to Golmaal 3. Because most of the respondents are fan of Ajay Devgan and Kareena Kapoor
but in Peepli live Omkar das Manikpuri and Raghuveer yadav are liked by only few
respondents.

2.Respondents view on Songs in movies:

 Respondents view on Songs in movies
We are
Peepli Live
family
19%
12%
Gujaarish
25%
Golmaal 3
25%

Knock out
19%

Interpretation: In this pi-chart the respondents view about the songs in movies priority goes to
“Golmaal 3” and “Gujaarish” that is by 25% -25% of respondents.

3. Respondents view on Trailers of movies:

Respondents view on Trailers of movies

We arefamily Peepli Live

21% 22%

Gujaarish
22% Golmaal 3
26%
Knock out
9%

Interpretation: In this pi-chart the respondents view about the Trailer of movies on television
priority goes to “Golmaal 3” by 26% out of 30.but “knock out” not given preference to trailer
for film promotion.

4.Respondents view on Location of set of movies:

 Respondents view on Location of set of movies

We arefamily Peepli Live

22% 20%

Golmaal 3
Gujaarish 20%
23%
Knock out
15%

Interpretation: In this pi-chart the respondents view about the Location of set of movies on
priority goes to “Gujaarish” by 23% out of 30. but “knock out” location is accepted by only
15% of respondents.

5.Respondents view on story of movies:

Respondents view on Story of movies

We arefamily Peepli Live

17% 26%

Gujaarish
22%
Golmaal 3
Knockout 25%
10%

Interpretation: In this pi-chart the respondents view about the story of movies priority goes to
“Peepli live” by 26% out of 30.but “knock out” not given preference to story for film
promotion so only 10% respondents like this action movie story.

6. Respondents view on dance of movies:

 Respondents view on Dance of movies

We arefamily Peepli Live

22% 19%

Golmaal 3
Gujaarish 22%
25%
Knock out
12%

Interpretation: In this pi-chart the respondents view about the Dancing (choreography) of
movies on television priority goes to “Gujaarish” by 25% out of 30 because of Aishwarya Rai
and Sanjay lila Bansali production.

Overall Comparison of these five different categories of

films on their different feature aspects by Respondents:
On the basis of different feature Pi-Chart as represented above; the total percentages of movie
to be success in theatre are:
 Overview of Up-coming movies which is going to be
Superhit or Flop according to our Respondents
(≤100%:Flop, >100% but <140%:Hit, >140%:Super-hit)
180%

160%

140%

120%

100%

80%

60%

40%

20%

0%
Peepli Live Golmaal 3 Knock Out Gujaarish We arefamily
Dance 19% 22% 12% 25% 22%
Story 26% 25% 10% 22% 17%
Location of Set 20% 20% 15% 23% 22%
Costumes 16% 21% 21% 20% 22%
Trailers 22% 26% 9% 22% 21%
Songs 19% 25% 19% 25% 12%
Star-Casts 13% 25% 16% 25% 21%
Conclusion:
According to our research in the field of upcoming movies with the help of our respondents;
we got the result that the movies “Golmaal 3” and “Gujaarish” will be Super-hit, “Peepli live”
and “We are family” will be Hit and the movie “Knock out” will became out from the market
as a great flop.

SUPERHIT:
HIT:

FLOP:

CONTENTS PAGE NO.

1. Executive Summary………………………………………………...1

2. Research Methodology……………………………………………..1

3. Objective of the Research…………………………………………..2

4. Data collection……………………………………………………...2

5. Data analysis………………………………………………………..2

6. Ranking in Likert scale……………………………………………..3

7. Questionnaire……………………………………………………….7

8. Pi-Chart Report……………………………………………………..8

9. Conclusion…………………………………………………………11