OTX Adds Russian, Chinese Film Trackers

OTX (Online Testing eXchange) has announced the expansion of its International Film Tracking service to cover Russia and China, giving clients weekly reports on consumer awareness of and interest in feature film releases.

The service, which will be the first of its kind in Russia and China, already operates in the US, UK, Germany, France, Spain, Italy, Japan and Australia. The weekly tracking study consists of a large national sample of moviegoers in each territory. For Russia, the new service will track all wide-release films, both local and US titles. In China, the new service will track both film and DVD releases. OTX says it expects to announce launches of the service in South Korea and Mexico, later in the year.

Russia is one of the top 10 international markets for Hollywood films, with a top five slot considered possible soon by many analysts and box office revenue for 2006 up 30% to $455m. Total box office revenue in China for 2006 reached $341m and is forecast to grow to $460m in 2007.

In addition to traditional measures of Awareness, Interest and Choice, OTX Film Tracking studies also measure 'Buzz' about films, familiarity (a more in-depth measure than awareness), 'Definite Interest Intensity' - how interested respondents really are in seeing a movie; and the sources of moviegoers' awareness of titles.

OTX clients will use the service to evaluate their film's marketing campaigns up to five weeks prior to release, including week-to-week trends and demographic shifts. Tomas Jegeus, Co-President of International Theatrical Distribution at 20th Century Fox, comments: 'Our movies are worldwide brands unto themselves, and the more information we have from our key emerging global markets about moviegoer interest in seeing them, especially in the several weeks leading up to the opening weekend, the better we can position and market them. We are very pleased that OTX will now be able to deliver this much-needed information.'

OTX has offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Japan, Australia, Russia and China. It is on the web at www.otxresearch.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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