Twitter and Act of Valor

Twitter and Act of ValorGroup 5: Jake Bevis, Brian Gather, Sarah Pai, Freshia Koine, Angela JuSection 002Brief Overview of IndustryFilm industry and brand loyaltyPixar and Disney vs. other brandsOne time event (each film)

Just an introduction to what our case study was about. Going to talk about brand loyalty and how the film industry is different from other industries in terms of brand loyalty. Unless you are Pixar or Disney who have a following due to forays outside of the film industry, you are creating a brand for every movie. Therefore, the marketing power of your brand is relatively non-existant. Background InformationSocial media Focus on Twitter in this case studyAct of ValorReleased February 24, 2012Real life Navy SealsShort plot summarySecondary ResearchUsage of Social MediaOnline BuzzTraditional AdvertisingFilm industry

The Future of Movie MarketingAdvantages vs. Challenges"Relationships not campaigns"

Youtube as Social MediaChange in the film industryPromotion BEFORE releaseMoviegoers take new leadPlatform: TwitterStudyTwitter activity's impact on movie successResearch Questions and PurposeRQ1: What was the qualitative nature of the Tweets? Were they negative, neutral or positive?

RQ2: How did the nature of the Tweets change over time?

We wanted to monitor how Twitter promotes a sense of loyalty to a film and what the public's overall reaction to the film is.Why Not These Movies?So Why Act of Valor?Act of Valor:- different target audience... The video game playing 18-24 males- Smaller budget film- No stars- No pre-brand awareness (It's not a reboot, remake, adaptation, or sequel)- Some pre-release controversiesMovies and Twitter are natural marketing partners.

Movies are a part of the pop culture discussion, which now takes place on Twitter.

Releases like Act of Valor can benefit from sharing in the Twitter discussion.Gauging Audience ExcitementIt can help us understand how to build relationships with audiences and increase consumption of the product, which in this case is movies.People love to discuss movies. Institutions like Hollywood, rooted in pop culture, are now discussed beyond the water cooler and onto the social media world.

Understanding how people react to a certain film Making Sense of the Hype"#ACTOFVALOR...wow! Don't ask if it's good or bad...just go see it. You'll walk out of the theater in silence. #fb"@ToddWarshauer

"#ActOfValorCan't stop thinking about this film..! Game changer in action films... Features real Navy Seals! Watching again right now!!"@CharlieSheen

"Ready to see some heads get blown up. #ActOfValor"@CadgeTheKid

"#ActofValor was subpar... I enjoy watching the #MilitaryChannel a lot more"@RyuGTX

Other movies have benefited from Social Media usage such as Paranormal Activity and BridesmaidsJohn Carter.....biggest flop ever. Could it have used it social media better?And Act of Valor...here's a sample of the tweets. Based on those, the methodology developed will make sense of all the Tweets.MethodologyDevelopment of SampleAnalyze the content of 88,710 TweetsStratified random sampleSample size of 1,008

Evaluation of SampleEvaluated each Tweet on a 1-7 scale to determine attitude of TweeterMethodology1 - Extremely Negative2 - Very Negative3 - Negative4 - Neutral5 - Positive6 - Very Positive7 - Extremely PositiveMethodologyTweet DataMethodology Results

The majority of positive Tweets came after the film's release

Total average score of 4.87 shows that most Tweets were positive

Box Office Rankings: Feb. 24-26

Box Office Rankings: Mar. 2-4

Overall Profits

Conclusions

So what does this all mean?Positive buzz built up Act of Valor's initial release as well as continuing successHow this can help marketing:HashtagsCelebritiesTim TebowCharlie SheenFan Feedback!And feedback to fan feedbackFuture ResearchResearch of subsequent weeksLimitationsTwitter one-week shelf lifeContent analysis on a "flop" Further research into social media presence Correlation between positive tweets and film box office success?Content analysis on more films