June 8th, 2023, Bhawna Singh
Touted as one of the most expensive Indian films ever made, Prabhas and Kriti Sanon starrer Adipurush is set to release on 16th June. After creating buzz with the trailer and song, the makers of the mythological magnum opus launched a second trailer at a pre-release event in Tirupati. Ahead of its theatrical release, YouGov reveals consumers’ reactions to the trailer and their intent to watch the film.
Since the beginning of the year, YouGov has been assessing trailers and teasers of upcoming movies to generate a Screen Appeal Test (SAT) that evaluates the level of excitement and viewership intent generated by trailers or teasers. Each trailer is rated on *seven metrics, to give a Combined Appeal Score, which is an average of the seven underlying measures of interest.
Our data shows that Adipurush trailer scores high on most metrics among the general population. Recall, which measures the reach that the trailers have managed to build till date is high for Adipurush (at 57%), much higher than the average recall of all the trailers tested since the beginning of the year (41%). Interestingly, it is at par with the last box office mega-blockbuster- Pathaan (58%).
The trailer scores high on other metrics as well- such as Buzz (measures the word-of-mouth potential), Delivery (a measure of how well the trailer can land the main plot/idea of the story), and Likeability (a measure of how much viewers like the trailer).
Among all the things, music and special effects were the most appealing factors, and more than three in five (63%) urban Indians claimed to like these aspects of the Adipurush trailer. Half liked it for its concept/story (52%) and dialogues (50%).
When it comes to watching the film, nearly two in five urban Indians (39%) said they will watch it in a theatre. One in five (19%) will wait for it to release on a video streaming platform, and less than one in ten (7%) will wait for it to come on TV.
Age-wise analysis shows that among all the age groups GenZ are least likely to see Adipurush in a theatre. Almost a third of GenZ consumers (32%) said they will watch Adipurush in a theatre, compared to two in five millennials (43%) and GenX (41%) respondents who said the same. They are more likely to wait for the film to release on an OTT platform (22%) as compared to others.
A look by city tiers shows that tier-3 residents are less likely to catch a show in a theatre than residents in other city tiers. Age-wise segregation in city tiers reveals interesting data. While millennials are most likely to watch the film in a theatre in tier-1 cities (at 59%), in 2-tier cities, this sentiment is the strongest amongst the GenX population (at 58%).
Using YouGov’s Screen Appeal Test (SAT) content creators can test various versions of a trailer, identify appeal drivers, and understand their films' big screen potential.
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Methodology
YouGov Screen Appeal Test (SAT) is a solution to enable creators of movies, TV shows, web-series, etc. evaluate the level of excitement and viewership intent generated by their trailers or teasers.
As part of the methodology, each trailer is exposed to a total of around 500 respondents from YouGov India’s online panel, which primarily constitutes consumers from NCCS A (80%); and matches the population numbers of urban India in terms of basic demographics like age, gender, regions, and city tiers. Every trailer is rated on *seven metrics (below), which are then summarized as the Combined Appeal Score, which is an average of the seven underlying measures of interest.
Recall – reach that the trailers we test have managed to build till date
Likeability (TB) – a measure of how much viewers like the trailer
Delivery – a measure of how well the trailer can land the main plot/idea of the story
Curiosity – to what extent does the trailer move the viewers to want to get more information about the movie
Buzz - to measure word-of-mouth potential
Uniqueness – how unique is the concept/idea of the movie
Eagerness to watch the movie after release (on a 10pt scale)
Big screen potential - % of people who say they will watch it in the theatre
A combined appeal score for the trailer, which will be a single composite number based on metrics 2-8 (i.e., Likeability to Big Screen Potential)