Mumbai: Touted as one of the most expensive Indian films ever made, Prabhas and Kriti Sanon starrer Adipurush is set to release on 16 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 per cent), much higher than the average recall of all the trailers tested since the beginning of the year (41 per cent). Interestingly, it is at par with the last box office mega blockbuster- Pathaan (58 per cent).

The trailer scores high on other metrices 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 per cent) urban Indians claimed to like these aspects of the Adipurush trailer. Half liked it for its concept/story (52 per cent) and dialogues (50 per cent).

When it comes to watching the film, nearly two in five urban Indians (39 per cent) said they will watch it in a theatre. One in five (19 per cent) will wait for it to release on a video streaming platform, and less than one in ten (7 per cent) will wait for it to come on TV.

A look by age shows that among all the age groups, GenZ are least likely to see Adipurush in a theatre. Almost a third of GenZ consumers (32 per cent) said they will watch Adipurush in a theatre, compared to two in five millennials (43 per cent) and GenX (41 per cent) respondents who said the same. They are more likely to wait for the film to release on an OTT platform (22 per cent) as compared to others.

A look by city-tiers shows that tier-3 residents are less likely to catch a show in a theatre as compared to 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 per cent), in 2-tier cities, this sentiment is the strongest amongst the GenX population (at 58 per cent).

Using YouGov’s Screen Appeal Test (SAT) content creators can test various versions of a trailer, identify drivers of appeal and understand the big screen potential of their films.