2012 holiday movie analysis
TRANSCRIPT
2012
ANALYSISANALYSIS
©2012 Networked Insights Data | Page 1
ABOUT
The winter movie season is in full swing and with a full slate of exciting �lms enticing audiences to leave the warm con�nes of their living rooms, Networked Insights analysts decided to explore conversations across the social web to see how audiences were receiving each movie.
Using SocialSense, our marketing decisions platform, analysts were able to dive into fan conversations to:
Moviegoers are using social technologies to discuss �lms more than ever. Progressive organizations are using real-time data as an indicator of how well marketing is connecting with audiences and driving desired behavior. The analysis included in this report o�ers a snapshot of how moviegoers are behaving and provides insight about what’s driving engagement.
Discover unique conversation themesCompare performance between �lmsEvaluate celebrity in�uenceIdentify audience insights
©2012 Networked Insights Data | Page 2
SOCIALNetwork Insights analyzed seven of this season’s holiday �lms to contrast audience segments and evaluate how fans of di�erent genres were behaving in conversations online.
While evaluating box o�ce potential and marketing performance is not as simple as a single metric, the social index is an easy way to compare �lms.
The social index shows a clear frontrunner for �lm fans. Only time will tell if this translates to ticket sales. What we know now is Les Misérables is winning the race when it comes to share of voice.
2012 HOLIDAY FILMSLes MisérablesDjango UnchainedZero Dark ThirtyJack ReacherThis is 40Parental GuidanceThe Guilt Trip
236938667602723
SOCIAL INDEX
Networked Insights Social Index : A comparative measure of a topic (e.g., Film, Celebrity, etc.) relative to its peer group (e.g., all holiday wide releases) which combines the volume of the conversation, viewer sentiment, and the acceleration of the conversation. The SI normalizes each
factor and combines them so that the “average” show receives a SI = 100.
©2012 Networked Insights Data | Page 3
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828356226173
Les MisérablesSOCIAL INDEX
PERFOMANCE COMPARISON A. (2/26/12) – Titanic 3D sweepstakes announced for a trip to the London premiere
B. (11/26-11/27/12) – Les Misérables South Korean and Tokyo premieres
C. (12/5/12) – Les Misérables world premiere (London)
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
10,000
15,000
5,000
20,000
32% 62%
24% 72%
20% 75%
37% 58%
LES MISÉRABLES32% 62%
ANNE HATHAWAY20% 88%
HUGH JACKMAN20% 75%
AMANDA SEYFRIED37% 58%
HELENA BONHAMCARTER 37% 58%
0
10,000
15,000
5,000
20,000TITANIC 3D
ANNA KARENINA
ROCK OF AGES
LES MISÉRABLES
AB
C
ANNE HATHAWAY
HUGH JACKMAN
AMANDA SEYFRIED
HELENA BONHAMCARTER
22%
14%10%
6%6%
5% 1%
1%
4%
10%
11%
10%
Over 25
Under 25
FemalesMales
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Trailer looksamazing
FavoriteMusicals
World premiereRed Carpet
Screenerreviews
The audiences driving the conversation for Les Misérables are the musical/performance lovers. These are the same people that enjoy programs like The Voice, American Idol, Mamma Mia, Dreamgirls, Hairspray, and Rent.
Les Misérables has a built-in fanbase, creating a strong amount of social buzz, namely with women over 25.
Les Misérables
Les Misérables has a built-in fanbase, creating a strong amount of social buzz, namely with women over 25.
Networked Insights Social Index : A comparative measure of a topic (e.g., Film, Celebrity, etc.) relative to its peer group (e.g., all holiday wide releases) which combines the volume of the conversation, viewer sentiment, and the acceleration of the conversation. The SI normalizes each factor and combines them so that the “average” show receives a SI = 100.
Conversation Call-outs: Providing context behind spikes in conversation for comparative �lms informs what kind of media spend creates the best sustained or increasing conversation with viewers.
Where Conversations Occur: Discover opportunities for optimizing localized media & campaign activation using unique audience geo-data down to the DMA level.
Conversation Visualization: Advanced clustering technology we call “Doppler,” extracts the key sub-themes expressed in the content analyzed. Themes lead to recommendations on ways to optimize marketing content and decisions.
Star Power: Using the Social Index to rank the talent associated with a �lm, Star Power informs marketing decisions around a �lm’s supporting creative.
Audience Quadrants: Using user-disclosed data and site-level demographics conversations are aligned to industry-standard audience quadrants to identify viewer resonance and growth opportunities.
Conversation Drivers: Identifying what talent is positively contributing to increasing �lm-related conversation validates talent-related decisions and identi�es potential “dark horse” celebrities.
Performance Comparison: Modeling how similar �lms perform during the same point in their lifecycle allows for easy benchmarking.
©2012 Networked Insights Data | Page 4
236
828356226173
Les MisérablesSOCIAL INDEX
PERFORMANCE COMPARISON A. (2/26/12) – Titanic 3D sweepstakes announced for a trip to the London premiere
B. (11/26-11/27/12) – Les Misérables South Korean and Tokyo premieres
C. (12/5/12) – Les Misérables world premiere (London)
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
10,000
15,000
5,000
20,000
32% 62%
24% 72%
20% 75%
37% 58%
LES MISÉRABLES32% 62%
ANNE HATHAWAY20% 88%
HUGH JACKMAN20% 75%
AMANDA SEYFRIED37% 58%
HELENA BONHAMCARTER 37% 58%
0
10,000
15,000
5,000
20,000TITANIC 3D
ANNA KARENINA
ROCK OF AGES
LES MISÉRABLES
AB
C
ANNE HATHAWAY
HUGH JACKMAN
AMANDA SEYFRIED
HELENA BONHAMCARTER
22%
14%10%
6%6%
5% 1%
1%
4%
10%
11%
10%
Over 25
Under 25
FemalesMales
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Trailer looksamazing
FavoriteMusicals
World premiereRed Carpet
Screenerreviews
The audiences driving the conversation for Les Misérables are the musical/performance lovers. These are the same people that enjoy programs like The Voice, American Idol, Mamma Mia, Dreamgirls, Hairspray, and Rent.
Les Misérables has a built-in fanbase, creating a strong amount of social buzz, namely with women over 25.
Les Misérables
Les Misérables has a built-in fanbase, creating a strong amount of social buzz, namely with women over 25.
©2012 Networked Insights Data | Page 5
093
848337279209
Django UnchainedSOCIAL INDEX
PERFORMANCE COMPARISON A. (9/8/12) – Argo at the Toronto �lm fest
B. (4/18/12) – Moonrise Kingdom releases in-depthcharacter posters
C. (12/12/12) – Django New York screening
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
10,000
15,000
5,000
20,000
20% 75%
38% 57%
50% 48%
17% 82%
DJANGO20% 75%
JAMIE FOXX10% 85%
LEONARDO DICAPRIO21% 74%
SAMUEL L. JACKSON9% 84%
KERRY WASHINGTON18% 77%
0
1,000
1,500
500
2,000ARGO
MOONRISE KINGDOM
FLIGHT
DJANGO
JAMIE FOXX
LEONARDO DICAPRIO
SAMUEL L. JACKSON
KERRY WASHINGTON
35%
12%12%
6%
2%2%
2%22%
21%
Over 25
Under 25
FemalesMales
AB
C
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
Samuel L.Jackson
QuentinTarantino
Django is partof a trilogy
EarlyReviewsWhat other
western �lms to watch
Django Unchained
Recently John Legend went to a pre-screening, expressed his excitement for the �lm and hearing his music featured in the movie. This drew a lot of conversation as fans retweeted Legend on Twitter.
The NYC premiere is also driving a lot of the conversation and spreading positive word-of-mouth across social.
Fans of Django also enjoy action drama TV shows like True Blood and Dexter and movies such as Kill Bill and True Grit.
Django Unchained is highly anticipated among males and females of all ages.
©2012 Networked Insights Data | Page 6
086
141119
6767
Zero Dark ThirtySOCIAL INDEX
PERFORMANCE COMPARISON A. (1/21/12) – New exclusive Safe House trailer is sharedfrequently on Twitter
B. (1/22/12) – Safe House releases new promotionalclip and images
C. (12/10/12) – Zero Dark Thirty held LA premiere
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
4,0005,000
3,0002,0001,000
6,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
19% 80%
11% 86%
38% 57%
14% 83%
ZERO DARK THIRTY19% 80%
JESSICA CHASTAIN17% 79%
KATHRYN BIGELOW31% 60%
MARK BOAL38% 54%
TAYLOR KINNEY21% 72%
0
8,00010,000
6,0004,0002,000
12,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
ARGO
SAFE HOUSE
LINCOLN
ZERO DARK THIRTY
JESSICA CHASTAIN
KATHRYN BIGELOW
MARK BOAL
TAYLOR KINNEY
22%
11%
7%
4%
4%
19%
19%
15%
Over 25
Under 25
FemalesMales
C
B
A
Speculation& spoilers
Debating Obama’sForeign Policy
Watchingtrailers
Discussing thedepiction of torture
in the �lm
Zero Dark Thirty
Both Bigelow and Chastain are receiving award buzz contributing to an increase in social volume.
While Zero Dark Thirty is only opening on a limited number of screens, the realism of the storyline is very appealing to fans.
With positive word of mouth and second wave of industry award marketing, this �lm could enjoy a long lifecycle.
The highly controversial �lm is getting a lot of praise from audiences with the two power players being director Kathryn Bigelow and actress Jessica Chastain.
©2012 Networked Insights Data | Page 7
067
1271777167
Jack ReacherSOCIAL INDEX
PERFORMANCE COMPARISON A. (9/5/12) – Internet trailer for Taken 2 hits YouTube
B. (12/7/12) – Early reviews of Taken 2 and Jack Reacher
C. (12/10/12) – Jack Reacher’s London premiere
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
6,000
4,000
2,000
8,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
19% 75%
9% 86%
25% 69%
8% 91%
JACK REACHER19% 75%
TOM CRUISE14% 79%
ROBERT DUVALL12% 80%
LEE CHILD25% 61%
DAVID OYELOWO40% 58%
0
5,0006,000
4,0003,0002,0001,000
7,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
TAKEN 2
MAN ON A LEDGE
ALEX CROSS
JACK REACHER
TOM CRUISE
ROBERT DUVALL
LEE CHILD
DAVID OYELOWO
22%
22%
30%
11%
15%
Over 25
Under 25
FemalesMales
A
B
C
Packagedwith Skyfall
Watchedthe trailer
Speculation& spoilers
Werner Herzogcast as the villain
Jack Reacher vs.James Bond
Jack Reacher
A signi�cant portion of the conversation stems from older women who are fans of Tom Cruise.
There is a lot of speculation and negativity with the casting of this movie with many criticizing the director for casting Cruise to play the role of Reacher.
Tom Cruise is the primary force behind Jack Reacher conversations – both negative and positive, as he’s a polarizing �gure with few who feel neutral about him.
©2012 Networked Insights Data | Page 8
060
714164105
92
This is 40SOCIAL INDEX
PERFORMANCE COMPARISON A. (11/30/12) – Variety’s review of This is 40
B. (6/1/12) – Mila Kunis and Mark Wahlberg areheavily promoted as casted in Ted
C. (2/10/12) – Early reviews of Wanderlust areshared
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
6,000
4,000
2,000
8,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
40% 55%
7% 93%
16% 83%
14% 84%
THIS IS 4040% 55%
MEGAN FOX7% 90%
LENA DUNHAM18% 70%
PAUL RUDD32% 62%
JASON SEGEL37% 58%
0
2,0001,5001,000
500
2,500
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
THE FIVE YEARENGAGEMENT
TED
WANDERLUST
THIS IS 40
MEGAN FOX
PAUL RUDD
JASON SEGEL
LENA DUNHAM
19%
38%
10%14% 14%
Over 25
Under 25
FemalesMales
A
B
C
5%
Saw the poster/trailer
Megan Fox
Talking aboutthe Soundtrack
This is 40
The promotional clip released by the studio featuring Megan Fox in a bikini is resonating with fans as they continue to rave about her physical appeal, especially post-baby.
The humor of the trailer and promotional material is resonating with fans of This is 40.
The audience for this �lm is skewed towards an older demographic. Often, Judd Apatow fans and fans of R-rated comedies like Knocked Up, The Change-Up, Bridesmaids tend to be over 30.
©2012 Networked Insights Data | Page 9
027
117916558
Parental GuidanceSOCIAL INDEX
PERFORMANCE COMPARISON A. (11/7/12) – Playing for Keeps preview getsGerard Butler fans excited
B. (9/27/12) – Here Comes the Boom traileris released
C. (5/8/12) – People checking into What toExpect on GetGlue
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
1,000
500
1,500
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
19% 78%
31% 66%
9% 66%
8% 92%
PARENTAL GUIDANCE19% 78%
BILLY CRYSTAL19% 72%
BETTE MIDLER18% 57%
MARISA TOMEI28% 64%
TOM EVERETT SCOTT32% 65%
0
1,500
1,000
500
2,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
PLAYING FOR KEEPS
WHAT TO EXPECTWHEN YOU’REEXPECTING
HERE COMESTHE BOOM
PARENTAL GUIDANCE
BILLY CRYSTAL
BETTE MIDLER
MARISA TOMEI
TOM EVERETTSCOTT
22%
22%
32%
10%
14%
Over 25
Under 25
FemalesMales
C
A
B
BetteMidler
Billy Crystal
Parentingstories and tips
Parental Guidance
They are looking forward to seeing both Billy Crystal and Bette Midler return to the big screen.
Fans think the movie looks “fun” and “hilarious.”
These are the same fans of TV shows like Glee and The Chew and movies like What to Expect When You’re Expecting and Hope Springs.
Not surprisingly, Parental Guidance demonstrates strong appeal with women.
©2012 Networked Insights Data | Page 10
023
117112101
67
The Guilt TripSOCIAL INDEX
PERFORMANCE COMPARISON A. (7/10/12) – The Campaign movie postersare released
B. (7/23/12) – Meryl Streep is interviewed aboutstarring in Hope Springs
C. (7/30/12) – The Campaign does a fake debatewith the cast at a hockey rink in Toronto
CONVERSATION DRIVERS
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
STAR POWER
0
1,0001,500
500
2,5002,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
29% 68%
4% 92%
37% 62%
3% 92%
THE GUILT TRIP29% 68%
BARBRA STREISAND23% 74%
SETH ROGEN36% 61%
ADAM SCOTT29% 67%
YVONNE STRAHOVSKI25% 69%
0
1,5001,000
500
2,5002,000
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
SEEKING A FRIEND FORTHE END OF THE WORLD
THE CAMPAIGN
HOPE SPRINGS
THE GUILT TRIP
BARBRA STREISAND
SETH ROGEN
ADAM SCOTT
YVONNE STRAHOVSKI
25% 22%
22%9%
17%
Over 25
Under 25
FemalesMales
AB
C
BarbraStreisand
Fans of the TV show Chuck discussing Yvonne
Watched thetrailer
SethRogen
The Guilt Trip
With pre-screenings in full force, positive word-of-mouth is spreading in social.
Fans are excited to see the pairing of Seth Rogen and Barbra Streisand, many often using their Twitter handles – both of which are active in social.
The Guilt Trip is seeing strong positives with very little negative conversation.
©2012 Networked Insights Data | Page 11
QUESTIONS
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About Networked InsightsNetworked Insights is transforming the way companies make marketing investments by informing decisions with real-time data. Our enterprise-level analytics platform uncovers audience interests that brands use to stay in-sync with their customers. The result is discovering the minimal e�ective amount of spend.
A Track Record of Innovation and Results Fast Company – named Networked Insights one of world’s 50 “Most Innovative Companies” in 2012. Forrester Research – in 2012 declared Networked Insights as “unrivaled in socially informed media planning and buying.”
Serving Customer NeedsNetworked Insights helps brands across the entire media and entertainment industry, including �lm, TV, and celebrity. Networks, brands, and advertising agencies rely on us to inform and engage upon marketing opportunities by using real-time consumer insights.
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©2012 Networked Insights Data | Page 12