Summer Blockbusters May & June Releases          Presented By: Jim Reynolds    Strategic Account Manager – SM2            ...
Search Setup In Alterian SM2Date Range(s): 4/6/2011 – OngoingLocations / Languages: All Countries & All Languages
Daily Volume – Summer Blockbuster                                    Analysis                                    •   Total...
Share of Voice Total – Summer Blockbusters                                             Analysis                           ...
Share of Voice Trend – Summer Blockbuster             Analysis             •   Pre-release patterns between types are rela...
Demographics – Summer Blockbuster            Analysis            •   Conversations predominately US based followed by UK, ...
Film Deep Dive
Summer Film – Kung Fu Panda 2                                                     Release Date:                           ...
Summer Film – Kung Fu Panda 2            Analysis            •   Gender is mostly male and largest age group is above 50  ...
Summer Film – Cars 2                                                  Release Date:                                       ...
Summer Film – Cars 2            Analysis            •   Gender mostly male, but age sampling too small to make inference  ...
Summer Film – Pirates of the Caribbean 4                                                      Release Date:               ...
Summer Film – Pirates of the Caribbean 4             Analysis             •   Gender mostly male and largest age group is ...
Summer Film – Green Lantern                                                   Release Date:                               ...
Summer Film – Green Lantern            Analysis            •   Audience is dominantly male and 18-24            •   Highes...
Summer Film – Hangover 2                                               Release Date:                                      ...
Summer Film – Hangover 2            Analysis            •   Gender mostly male and largest age group is 25-34 followed by ...
Summer Film – X Men: First Class                                                   Release Date:                          ...
Summer Film – X Men: First Class             Analysis             •   Audience mostly male and age distribution is rather ...
Summer Film – Super 8                                                Release Date:                                        ...
Summer Film – Super 8            Analysis            •   Gender is a 75/25 split and age is dominantly 18 -24            •...
Summer Film – Thor                                                    Release Date:                                       ...
Summer Film – Thor            Analysis            •   Audience is mostly male with largest age group being 18-24          ...
Summer Film – Fast Five                                                Release Date:                                      ...
Summer Film – Fast Five             Analysis             •   Audience is 65/35 male to female and age groups for 18-24 & 2...
Summer Film – Vin Diesel Effect             Analysis             •   Much of the Fast Five chatter was driven from Vin Die...
Film Comparison
Summer Film – Comparison                           Analysis                           •   Fast Five 38.46%                ...
Summer Film Trend – Comparison            Analysis            •   Films pre-release are relatively flat with the exception...
Summer Film Sentiment – Comparison80%       73%70%                                                                        ...
SummaryPredictions•   From our view point, we feel that Green Lantern and Hangover 2 have the highest    chance of disappo...
THANK YOU!                      Please contact us with any questions                    Jim Reynolds: jim.reynolds@alteria...
info@alterian.com             www.alterian.com             www.EngagingTimes.comStayConnected…   www.youtube.com/user/Enga...
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Summer Blockbusters Sizing up the Hottest Movies of the Season

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Spring has sprung and we are finally seeing the sun again. But even as we turn our attention outdoors, another highly anticipated sign of summer is emerging -The return of Summer Blockbuster season! This year promises to bring plenty of action and thrills to the theater, but will it be enough to entice movie-goers?

Alterian analyzed the conversations happening online to determine the most highly anticipated Summer Blockbusters. Will the big buzz equal box office returns? Watch this Alterian webinar and find out!
Our Analysis for the first webinar covered May and June Movie releases including:

• Thor
• Pirates of the Caribbean: On Stranger Tides
• Kung Fu Panda 2
• Hangover 2
• Cars 2
• Fast Five
• Green Lantern
• X-Men: First Class
• Super 8

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Summer Blockbusters Sizing up the Hottest Movies of the Season

  1. 1. Summer Blockbusters May & June Releases Presented By: Jim Reynolds Strategic Account Manager – SM2 @jimmyrey
  2. 2. Search Setup In Alterian SM2Date Range(s): 4/6/2011 – OngoingLocations / Languages: All Countries & All Languages
  3. 3. Daily Volume – Summer Blockbuster Analysis • Total of 181k social media mentions. • Largest volume of conversation was the release weekend of Fast Five • 2nd Largest volume of conversation was the release of Thor
  4. 4. Share of Voice Total – Summer Blockbusters Analysis • 33% Microblogs – Primarily Twitter, spike with movie releases • 25% Social Networks – Mostly Facebook driven by The Vin Diesel Effect* • 14.5 % Media Types – Other – Mainstream media discussing the film • 12% Forums & Boards – Dedicated movie & Automotive & Comic Book Forums • All Other Types < 10% • *Please see slide #26
  5. 5. Share of Voice Trend – Summer Blockbuster Analysis • Pre-release patterns between types are relatively flat. • Once film & pre-screenings are released trends pick up dramatically • Social Network Data Mirrors Microblogs in most circumstances
  6. 6. Demographics – Summer Blockbuster Analysis • Conversations predominately US based followed by UK, Canada & Italy • US Based conversations lead by CA followed by TX, NY & IN • Gender mostly male, but skewed based on initial results • Age of author distribution as expected
  7. 7. Film Deep Dive
  8. 8. Summer Film – Kung Fu Panda 2 Release Date: May 27 Analysis • Majority of traffic focused around pre-release press • Media Types Other, followed by Blogs and then microblogs • As we get closer to release film chatter will pick up dramatically
  9. 9. Summer Film – Kung Fu Panda 2 Analysis • Gender is mostly male and largest age group is above 50 • Sentiment is mostly positive • SM discussion mostly about film, but large # of conversations about other films
  10. 10. Summer Film – Cars 2 Release Date: June 24 Analysis • Cars traffic spikes first week of March • Media Types - Other followed by Blog and Pixar boards discussing film
  11. 11. Summer Film – Cars 2 Analysis • Gender mostly male, but age sampling too small to make inference • Sentiment trending mostly positive • Conversation mostly about film and products around film
  12. 12. Summer Film – Pirates of the Caribbean 4 Release Date: May 20 Analysis • Social media conversation is picking up very actively leading up to release • Media Types - Other followed by Blog & Microblogs
  13. 13. Summer Film – Pirates of the Caribbean 4 Analysis • Gender mostly male and largest age group is 18-24 • Sentiment is mostly positive and is trending positive • Conversation about film + discussion of clips and trailers
  14. 14. Summer Film – Green Lantern Release Date: June 17 Analysis • Conversation around Green lantern picks up with the release of Fast 5 & Thor • Video/Photo Sharing followed by Media Types & Microblogs
  15. 15. Summer Film – Green Lantern Analysis • Audience is dominantly male and 18-24 • Highest negative sentiment of any fill monitored for this presentation • Conversation focused around film + Ryan Reynolds
  16. 16. Summer Film – Hangover 2 Release Date: May 26 Analysis • Conversation relatively flat outside of spike in early March • Unlike other films, conversation is lead via Microblogs and followed by Media Types - Other and Message Boards
  17. 17. Summer Film – Hangover 2 Analysis • Gender mostly male and largest age group is 25-34 followed by 18-24 • Sentiment mostly negative with no major trend changes • Conversation movie based with the exception of Liam Neeson
  18. 18. Summer Film – X Men: First Class Release Date: June 3 Analysis • Very interesting chatter in cyclical spike focused around clips • Media Types- Other followed by blogs and movie related forums
  19. 19. Summer Film – X Men: First Class Analysis • Audience mostly male and age distribution is rather even • Sentiment is nearly 50/50 • Discussion focused around film
  20. 20. Summer Film – Super 8 Release Date: June 10 Analysis • Conversation volume was very consistent beyond a spike mid-March. • Media Types - Other followed by Blog, Microblog
  21. 21. Summer Film – Super 8 Analysis • Gender is a 75/25 split and age is dominantly 18 -24 • Sentiment has a slight lead with positive mentions • Conversation has a JJ Abrams twist to posting with much of the conversation
  22. 22. Summer Film – Thor Release Date: May 6th Analysis • Conversation spikes with release weekend happening on the 6th • Conversation lead by Microblogs with people discussing film
  23. 23. Summer Film – Thor Analysis • Audience is mostly male with largest age group being 18-24 • Sentiment pre-release was 50/50 and post-release is mostly positive • Conversation around film discussing user feedback “good”, “great”..etc
  24. 24. Summer Film – Fast Five Release Date: April 29 Analysis • Conversation spikes during release and settles post release of film 2X previous levels • Conversation lead by Social Networks*, Microblogs & Boards (mostly car discussion) • *Please see slide 26
  25. 25. Summer Film – Fast Five Analysis • Audience is 65/35 male to female and age groups for 18-24 & 25-34 are almost even • Sentiment is almost even but positive • Conversation focused on reviews of film + audience feedback
  26. 26. Summer Film – Vin Diesel Effect Analysis • Much of the Fast Five chatter was driven from Vin Diesel’s fanpage • His audience is highly dedicated, with over 30k FB posts about the release of Fast Five • Stats taken from www.famecount.com & www.facebook.com
  27. 27. Film Comparison
  28. 28. Summer Film – Comparison Analysis • Fast Five 38.46% • Thor 38.05% • Green Lantern 9% • X-Men: First Class 4% • Pirates of the Caribbean 4 2.7% • Hangover 2 2.26% • Super 8 2.25% • Cars 2 1.7% • Kung Fu Panda 2 1.5%
  29. 29. Summer Film Trend – Comparison Analysis • Films pre-release are relatively flat with the exception of leaks • When films launch, traffic spikes and then tails down slowly
  30. 30. Summer Film Sentiment – Comparison80% 73%70% Analysis60% 59% Ranking by Negative50% 50% 48% Sentiment 46% 44% 43% 42% 40% • Green Lantern40% • Hangover 2 • X-Men: First Class30% • Fast Five • Super 820% • Thor • Kung Fu Panda 210% • Pirates of the Caribbean 4 • Cars 20% Green Hangover 2 X-men: Fast Five Super 8 Thor Kung Fu Pirates of Cars 2 Lantern First Class Panda 2 the Methodology used: Caribbean Total graded posts, divided 4 by negative posts
  31. 31. SummaryPredictions• From our view point, we feel that Green Lantern and Hangover 2 have the highest chance of disappointing box office results based on volume and current sentiment around these films• X-Men: First Class and Super 8 are right on the edge of either doing well or under- performing• Kung Fu Panda 2, Pirates of the Caribbean 4 & Cars 2 appear to be trending very well and have a high chance of doing very wellPublic Dashboard of all films: http://bit.ly/hottopicSBMJ
  32. 32. THANK YOU! Please contact us with any questions Jim Reynolds: jim.reynolds@alterian.com @jimmyreyUK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449 Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian
  33. 33. info@alterian.com www.alterian.com www.EngagingTimes.comStayConnected… www.youtube.com/user/EngagingTimesLive @Alterian www.slideshare.net/Alterian LinkedIn Groups: Alterian www.facebook.com/AlterianFB

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