using the sei to magnify the voice of the movie audience bla global 2013

Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved

Magnifying the Voice of the

Movie Audience


• There is a special movie review language, tonality and lexicon that needs to be part of the social evaluation methodology.

• For both of these movies, “anticipatory net positive engagement trends” pre-release were generally predictive of their post-release revenue performance.

• The volume weighted engagement of World War Z compared to Lone Ranger was also in alignment with the relative post-release box revenues of the two movies.

• For both movies’ Facebook fans, engagement with the films was highly concentrated in the first week after the movie release. Both films lacked a strong engagement driving impact from actors and characters. These factors might suggest a lack of sticking-power for these special effects and action story genre of films? It might be interesting and valuable to do a deeper analysis of the leading-indicator role that Facebook fans might play in movie success?

• Overall, there was significantly less engagement-driving content for the Lone Ranger than World War Z and this might also indicate why the latter has had a stronger box-office performance. The weaker moving power of movie content for the Lone Ranger, might also suggest a deeper weakness of audience boredom with the movie?

NOW SHOWING

THE DATA SPEAKS


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WWZ TLR

Post Release Revenues and SEI Volume Weighted Engagement

Box Office $MM

SEI Engagement Wtd. Vol.000

Across multiple movies how well will SEI predict box office revenues? A detailed analysis will help Paramount better assess Movie success rates

For World War Z and The Lone Ranger, the SEI has a strong correlation to box-office reported revenues


Trended Engagement for World War Z Versus The Lone Ranger

Social Media analysis can help Paramount make course corrections in Marketing content and messaging to improve audience

engagement prior to launch

Ten weeks before launch, The Lone Ranger shows a downward trend……Recognizing the tipping points in message content can lead to incremental pre-release marketing and

modifying trailers in order to improve post-release engagement and revenue.


If traditional Sentiment metrics where used to assess World War Z engagement, the results would be misleading

The SEI metric accurately identifies the positive engagement of the World War Z franchise


Content Engagement Footprint

We have found that each movie has its own content engagement footprint which identifies the conversations and messages that have

the greatest impact on audience engagement

Across many movie releases and within genre, are there footprint patterns that we can identify which are highly associated with the movies success?


Facebook Fans Trended Engagement

• How strong is the Movie’s customer base?

• How fast did the conversations about the movie erode?

• What sort of content can drive a greater sticking power towards customer engagement?

Our Social Media analytics can help Paramount assess the strength of a new franchise by


Potential Direction And Next Steps

Short term • Capture timely audience reaction to trailers and pre-release marketing

in order to make mid-course promotion and marketing adjustments. • Assess the amount of lead time prior to release where prevailing and

predictive engagement trends become relevant and predictive

Longer term • Build a database and evaluate patterns, lifts and impacts from key

content which represent the best leading indicators of post-release engagement and revenue success

• Leverage competitive knowledge to your advantage: what works and what doesn’t. Develop and evaluate content engagement footprints and repeatable patterns that differentiate successful and unsuccessful films.


Content Drivers for Lone Ranger Facebook Fans

• Which conversations and messaging have the greatest impact to audiences engagement?

• How does this differ by channel

• Which pre-lease activities will boost box office receipts?

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Lone Ranger Facebook Fans Engagement Content Drivers


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Lone Ranger All Social Channels Engagement Content Drivers

Content Drivers for Lone Ranger All Social Channels

• We can identify and prioritize the key content drivers for each individual social channel.

• While the overall lift from the content was weak, the action and excitement of the movie was its most important asset.


Content Drivers for World War Z Facebook Fans

• The trailer played a significantly more important role for World War Z. Facebook Fans were more affected by the Reviews but the action-based excitement, not so much.

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World War Z Facebook Fans Engagement Content Drivers


Content Drivers for World War Z All Social Channels

• For the broader social audience, the engagement of World War Z as an action story and the role of the reviews and special effects, were major drivers of engagement with the movie. The Trailer and Special Effects were also key. The actors and characters did not play a central role in moving engagement.

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World War Z All Social Channels Engagement Content Drivers


WWZ: awesome, great, surprising, good but comments only showed moderate engagement

World War Z

• Action packed scenes appear to be the key driver of audience discussions. Brad Pitt was the bonus.

• After the action, much discussion around the book and Max Brooks vs. the movie with many recommending the book and showing disappointment with the movie.

• While Brad Pitt drove conversations with his starring in the movie and the production of it, audiences only showed a modest engagement and excitement in those discussions.

• Zombies tended to drive the most interest and excitement among the audiences leading to greater engagement. – Discussions focused on the zombies' behavior: running, fighting,

attacking, etc. and describing them as nasty, scary, dirty, etc.

– This is an example of how the language of movies has very different meanings than in other business contexts.


TLR - an absence of lively chat

The Lone Ranger • While Johnny Depp generated excitement about TLR, he was slightly controversial.

– Tonto being played by a non-Native American raised an issue, but not in a heated way. Comparisons to the original Tonto played by Jay Silverheels were provided with the suggestion that a Native American actor could have been used.

– The bird on his head was considered irrelevant and weird. – One could consider that the character of Depp as portrayed, was out of line with expectations?

• Armie Hammer failed to spark fan interest and was overshadowed by Depp discussions, with far fewer mentions with less engagement. The fact that Tonto overshadowed TLR was, in fact, a reversal of original character roles and this could have played into some of the negative feelings toward the movie.

• Comparisons were made to the original Lone Ranger series as there may have been some disappointment with the latest version. Though these comments were not strong they may have been a source of dissatisfaction among older patrons.

• A few people indicated selecting the movie Despicable Me as an alternative to TLR. • Audience recommendations were rather tepid in expressive language that generally

generates excitement to see TLR. This might be an indication of general boredom. • Modest references to Disney were made in a very neutral connotative manner that did

not seem to increase or decrease interest.

using the sei to magnify the voice of the movie audience bla global 2013

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