it or flop? That's the million dollar question most Bollywood movie producers pose to astrologers before a release. But the star gazers better watch out - here comes a study from an advertising agency that forecasts box office outcomes of a movie. Euro RSCG's Bollywood Predictameter study has done some crystal ball gazing on the fate of 18 Bollywood movies to be released through 2006.

The agency has simply applied its Predictameter - a forecasting tool that provides a marketer insights into any given category - on movies. The study was conducted in the third week of June 2006, to map the effect of a movie's marketing efforts on its eventual success or failure at the box office. ... more