MAM
Ormax introduces celebrity evaluation software
Mumbai: Ormax Media, a media and entertainment consulting firm, has launched syndicated research-based software Celebritix.
Celebritix will allow brands to evaluate and select the best celebrities for endorsements and film tie-ups, based on the fit between the brand and the celebrity, the company said.
At present, the software features 36 celebrities, from Bollywood and cricket. Ormax plans to add up to 10 celebrities to track, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 years, SEC ABC, across Mumbai, Delhi, Bangalore, Ahmedabad and Lucknow.
Celebritix will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.
The OCX Score can also be used for selection of films for associations, based on the fit between the starcast and the brand. Additionally, subscribers will have access to two other modules – Stars India Loves (SIL) and Box Office Forecast – that will allow them to take informed decisions on film tie-ups.
Ormax Media CEO Shailesh Kapoor said, “While the power of celebrities in influencing a brand‘s image and sales has been well established over years, choosing the ‘right‘ celebrity is critical to realise the real potential of celebrity endorsements and film associations. Celebritix will allow the brand teams to make informed celebrity choices, based on consumer research. For brands who have signed up specific celebrities already, it allows them to look at their profile and identify ways of using them to the best advantage of the brand.”
SIL is Ormax Media‘s monthly star popularity research product running since November 2010. In Box Office Forecast, the users will get an indicative estimate of the likely opening day performance of the film at the domestic box office, based on campaign tracking, category trends and normative data. The forecast will be available up to 12 months before the release of the film.
Digital
Galleri5 launches India’s first AI cinema OS at India AI Summit
Collective Artists Network unveils end-to-end production platform powering Mahabharat series and Hanuman teaser.
MUMBAI: India’s cinema just got an AI operating system upgrade because why settle for tools when you can have a full production command centre? Collective Artists Network and Galleri5 today unveiled Galleri5 AI Studio at the India AI Impact Summit in New Delhi, billing it as the country’s first cinema-native production technology platform. Launched on 20 February 2026, the system acts as an end-to-end orchestration layer for film and television, integrating generative AI, LoRA-driven character architecture, controlled shot pipelines, 3D/VFX tools, lip-sync, upscaling, quality control, and delivery, all tuned for theatrical and broadcast standards.
Unlike piecemeal AI tools, Galleri5 controls the entire stack from script and world-building to final master output. Filmmakers retain creative authorship, continuity, and IP security while slashing timelines from years to months.
The platform is already in live use at scale. Mahabharat: Ek Dharmayudh, an AI-powered series produced under Collective’s Historyverse banner, is airing on Star Plus and streaming on JioHotstar, ranking among the top-watched shows in its slot. Meanwhile, Chiranjeevi Hanuman – The Eternal (produced by Star Studios 18) dropped its teaser on IMAX screens, leveraging Galleri5’s infrastructure for the visuals.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “For India to lead in the next era of storytelling, we have to think beyond tools and start building systems. This is about putting durable production infrastructure in place so creators can dream bigger, producers can execute faster, and our stories can travel further.”
Galleri5 partner at Collective and CEO Rahul Regulapati added, “Cinema requires precision, repeatability, and control. Off-the-shelf AI doesn’t solve that. Orchestration does. We built an operating system where technology bends to filmmaking, not the other way around.”
Under Historyverse, Collective Studios is developing a slate including Hanuman, Krishna, Shiva, and Shivaji blending advanced AI systems with traditional craft. The summit session featured directors from Hanuman, Krishna, and Shiva alongside Collective leaders, diving into real-world case studies: what delivers on screen, what glitches, and how production economics are shifting.
At a summit packed with global tech brass and policymakers, Galleri5 stakes a bold claim, cinema’s future belongs to integrated systems, not isolated gadgets and India is building one right now. Whether you’re a filmmaker eyeing faster workflows or just curious about AI remaking epics, this OS could be the script-flip the industry didn’t see coming.
