Why is Media Matrix falling/rising?

As of 14-Jul, Media Matrix Worldwide Ltd is experiencing a price increase, currently at 16.24, reflecting a rise of 0.77 or 4.98%. The stock has shown strong performance over the past week with a return of 13.49%, despite underperforming its sector by 2.6% today. It has been gaining for the last five days and is trading above its moving averages across various time frames. However, the company has reported a significant decline in profits, with a 50.72% drop in PAT and a 42.6% fall in net sales compared to the previous quarter's average. This, combined with a low debt-to-equity ratio and a relatively expensive valuation, suggests that while the stock is currently rising, there are underlying concerns regarding its financial health and investor confidence, as indicated by the negligible domestic mutual fund holdings.
In the broader market context, Media Matrix's short-term performance stands in stark contrast to the Sensex, which has declined by 1.42% over the past week. While the stock has gained significantly in the short term, its year-to-date return of 1.00% lags behind the Sensex's 5.27% increase. The film production, distribution, and entertainment sector has also seen a rise of 7.85%, indicating a favorable environment for the industry overall. However, the company's negative financial results and low mutual fund interest may hinder its ability to sustain this upward momentum in the long run, despite the recent gains.