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Voiceover: un anno di social sentiment e cinema

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Un anno di social sentiment applicato al cinema nella presentazione proposta durante l'evento Voiceover 2014, dove Estrogeni ha presentato a case di produzione, distributori ed esercenti i risultati di un anno di lavoro sul settore cinematografico.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Voiceover: un anno di social sentiment e cinema

  1. 1. Commenta l’evento su #voiceover2014
  2. 2. 1.Digital Reputation 2.Il Brandiment cinematografico 3. Box Office predictions 4. Case histories 5. And the Oscar 2014 goes to… SOMMARIO
  3. 3. Il target degli estrogeni Gli estrogeni agiscono sugli organi bersaglio legandosi – con un meccanismo che si può definire del tipo chiave-serratura – a piccole parti specifiche presenti nelle cellule: i cosiddetti recettori per gli estrogeni ai quali soltanto possono legarsi soltanto questi ormoni. Quindi, quando le molecole di ormoni estrogeni circolano nel sangue e si spostano attraverso tutto l’organismo, esercitano i loro molteplici effetti in modo mirato, ovvero soltanto sulle cellule che contengono i recettori specifici per loro.
  4. 4. 1. Digital reputation
  5. 5. PARTIAMO DA UNA CONSIDERAZIONE: LE OPINIONI DEI CONSUMATORI POSTATE ONLINE SONO IL MESSAGGIO A CUI SI DÀ IN ASSOLUTO PIÙ FIDUCIA, DOPO IL PASSAPAROLA. (NIELSEN, SETTEMBRE 2013) È QUINDI FONDAMENTALE CONOSCERE LE CONVERSAZIONI ONLINE SUL PROPRIO BRAND, PRODOTTO O SERVIZIO. INOLTRE, IL PARAGONE CON I COMPETITOR AIUTA A COMPRENDERE IL PROPRIO POSIZIONAMENTO. DIGITAL REPUTATION UNA METRICA
  6. 6. LE REAZIONI AL PRIMO STAR TREK HANNO INFLUENZATO LA SCENEGGIATURA DEL SECONDO. II FAN DEL DOCTOR WHO STANNO CONDIZIONANDO GLI SVILUPPI DELLA SERIE. MULINO BIANCO CHIEDE AI SUOI FAN DI ESPRIMERSI SU PRODOTTI E PROMOZIONI, E “ASCOLTA” LE IDEE PIÙ VOTATE. DIGITAL REPUTATION CASE HISTORIES COME LE AZIENDE SI STANNO MIGLIORANDO ATTRAVERSO L’ASCOLTO DELLA RETE? RIPORTIAMO TRE CASI CHE CI SEMBRANO INTERESSANTI.
  7. 7. COME SVOLGIAMO, CONCRETAMENTE, L’ANALISI DEL SENTIMENT? CON UNA PIATTAFORMA PROPRIETARIA, DA NOI SVILUPPATA E MANUTENUTA. DIGITAL REPUTATION TOOLS ESTROGENI THREAD-OFF® RACCOGLIE E ANALIZZA TUTTO CIÒ CHE VIENE DETTO SU WEB E SOCIAL. GUARDA IL VIDEO
  8. 8. 2. Il brandiment cinematografico
  9. 9. LA GENTE VUOLE UN SITO CON CUI POSSA ANDARE SU INTERNET E CURIOSARE SUGLI AMICI... FACCIAMO UN SITO E METTIAMOCI TUTTO QUELLO CHE VOGLIONO. IL BRANDIMENT CINEMATOGRAFICO GLI INIZI “ ” THE SOCIAL NETWORK David Fincher GUARDA IL VIDEO
  10. 10. UN PRIMO ELEMENTO DI ANALISI È LA SHARE OF VOICE, CHE RISPONDE ALLA DOMANDA: QUANTO SE NE PARLA (SUL WEB)? QUESTO DATO, NON NECESSARIAMENTE DEFINITIVO, FORNISCE GIÀ INDICAZIONI IMPORTANTI. NEL GRAFICO RIPORTIAMO LA MEDIA GIORNALIERA PRIMA DELL’USCITA DEL FILM. IL BRANDIMENT CINEMATOGRAFICO LA SHARE OF VOICE 16 6 125 105 36 30 101 31 85 241 165 630 0 100 200 300 400 500 600 700 L'UOMO D'ACCIAIO IL CAVALIERE OSCURO - IL RITORNO TWILIGHT - BREAKING DAWN PARTE 2 LO HOBBIT - UN VIAGGIO INASPETTATO THOR - THE DARK WORLD HUNGER GAMES - LARAGAZZADI FUOCO Web Social
  11. 11. IL DETTAGLIO DEL SENTIMENT PER CLUSTER DI ANALISI FORNISCE ULTERIORI INDICAZIONI. NEL CASO PRESENTATO (HG): SENTIMENT POSITIVO SU FILM, PERSONAGGI, E PROMOTIONS. NON CONVINCE INVECE IL DOPPIAGGIO, COME DI CONSUETO. L’ECCESSIVA ESPOSIZIONE INFASTIDISCE MOLTI, SPECIE TRA I NON FAN (IL CHE COMUNQUE NON INCIDE). IL BRANDIMENT CINEMATOGRAFICO IL SENTIMENT PER CLUSTER 153 2 2 131 20 274 18 62 28 175 66 85 91 2472 460 61 25 726 1194 230 153 90 67 17 1962 2163 30 2 513 1783 714 0% 20% 40% 60% 80% 100% OTHER TRAILER SOUNDTRACK RELEASE PROMOTIONS MOVIE DUBBING DIRECTION CLIP/POSTER CAST CHARACTERS NEGATIVO NEUTRO POSITIVO
  12. 12. ATTRAVERSO GLI ANALYTICS DI FACEBOOK E YOUTUBE, È POSSIBILE DETERMINARE I TARGET PIÙ INTERESSATI PER SESSO ED ETÀ. IL DATO PUÒ ESSERE INFLUENZATO DALLE PIANIFICAZIONI, MA AIUTA A CONFERMARE O MENO LE STRATEGIE DI RICERCA DEL TARGET. IL BRANDIMENT CINEMATOGRAFICO I TARGET 0 10 20 30 40 50 60 70 MAINLY FEMALES (M. 0-25%) SLIGHT FEMALE PREVALENCE (M. 25-49%) SLIGHT MALE PREVALENCE (M. 50-75%) MAINLY MALES (M. 76-100%) AGE 12 ANNI SCHIAVO 1ª RIL. 12 ANNI SCHIAVO 2ª RIL. ZERO DARK THIRTYFLIGHT CAPITAN HARLOCK QUESTIONI DI TEMPO MUSCOLI E DENAROLA RAGAZZA DI FUOCO HOPE SPRING
  13. 13. NELLA MAPPA RIPORTIAMO IL POSIZIONAMENTO DI ALCUNI FILM, PER SHARE OF VOICE (MEDIA) E SENTIMENT (GENERALE, SU SCALA 0/100). LA BOLLA ESPRIME L’INCASSO, DOPO 4 SETTIMANE (MEDIA SALA). SI NOTA CHIARAMENTE UNA SIGNIFICATIVA CORRELAZIONE, ANCORA PIÙ EVIDENTE NELLO ZOOM DELLA SLIDE SUCCESSIVA. LE ECCEZIONI, PUR PRESENTI, SONO QUASI SEMPRE MOTIVABILI. IL BRANDIMENT CINEMATOGRAFICO I RISULTATI BIANCANEVE E IL CACCIATORE INTO DARKNESS HOPE SPRING BLING RING L'UOMO D'ACCIAO TWILIGHT - BD2 LO HOBBIT – UN VIAGGIO INASPETTATO SKYFALL FASTAND FURIOS 6 L'ERAGLACIALE 4 DJANGO SCATENATO FLIGHT ZERO DARK THIRTY OBLIVION CATTIVISSIMO ME 2 THOR 0 50 100 150 200 250 300 350 400 50 60 70 80 90 100 SENTIMENT VISIBILITÀ
  14. 14. THE BOURNE LEGACY LE BELVE I MERCENARI 2 BIANCANEVE E IL CACCIATORE INTO DARKNESS THE LONE RANGER RED 2 HOPE SPRING BLING RING L'UOMO D'ACCIAO IL CAVALIERE OSCURO - IL RITORNO TWILIGHT - BD2 LO HOBBIT – UN VIAGGIO INASPETTATO SKYFALL FASTAND FURIOS 6 L'ERAGLACIALE 4 DJANGO SCATENATO FLIGHT ZERO DARK THIRTY OBLIVION WORLD WAR Z LAVITA DIADELE CATTIVISSIMO ME 2 MACHETE KILLS THOR 0 50 100 150 200 250 300 350 400 50 60 70 80 90 100 IL BRANDIMENT CINEMATOGRAFICO I RISULTATI/ZOOM SENTIMENT VISIBILITÀ
  15. 15. 3. Box office predictions
  16. 16. BOX OFFICE PREDICTIONS GLI INIZI A PARTIRE DAI POSIZIONAMENTI RILEVATI, È STATO POSSIBILE, CON UN PROGRESSIVO AFFINAMENTO, IPOTIZZARE L’INCASSO DEL PRIMO WEEKEND. IN UNA PRIMA FASE, PER EFFETTUARE LE STIME È STATO UTILIZZATO IL SOLO SENTIMENT, SENZA ALCUNA PONDERAZIONE. IL SENTIMENT HA RIVELATO BUONA PREDITTIVITÀ, SALVO SCONTRARSI CON LA DIFFERENTE FORZA DELLE DISTRIBUZIONI. UN PRIMO FATTORE DI PONDERAZIONE INTRODOTTO È STATO QUINDI QUELLO DEL NUMERO SALE, CONSENTENDO UN MIGLIORAMENTO DELLA PREDITTIVITÀ.
  17. 17. BOX OFFICE PREDICTIONS LE PONDERAZIONI UN SECONDO, FONDAMENTALE, ELEMENTO DI PONDERAZIONE È STATA LA STAGIONALITÀ. TRA L’ALTRO, SI TRATTA DI UNA VARIABILE SPECIFICA PER PAESE (AGOSTO È IL PEGGIOR MESE IN ITALIA E TRA I MIGLIORI IN USA). INFINE, SONO STATI PROGRESSIVAMENTE AGGIUNTI COEFFICIENTI QUALI LA FORZA DEL FRANCHISE, LA DURATA, IL GENERE, IL TARGET PREDOMINANTE.
  18. 18. BOX OFFICE PREDICTIONS I RISULTATI A SEGUITO DEL PERCORSO DESCRITTO, I DATI SONO PARTICOLARMENTE INCORAGGIANTI: • 64,3% DI FILM CON SCARTO ENTRO IL 20% • 78,6% SCARTO ENTRO IL 25% • 32,10% MEDIA COMPLESSIVA SCARTO • 14,60% SCARTO MEDIO ESCLUSI FILM IN ROSSO PER MACHETE KILLS E ABOUT TIME HA PESATO L’EFFETTO DEL FILM “SOLE A CATINELLE”, CHE HA MINIMIZZATO GLI ALTRI INCASSI. PER THE WOLF OF WALL STREET (PREVISTO COMUNQUE COME SUCCESSO) È STATO SOTTOVALUTATO L’EFFETTO DEL “FRANCHISE” SCORSESE PIÙ DI CAPRIO. RED 2 - 8,8% BLING RING + 24,8% WHITE HOUSE DOWN + 8,1% CATTIVISSIMO ME 2 + 20,0% LA VITA DI ADELE + 7,2% MACHETE KILLS + 124,9% ABOUT TIME + 150,1% THOR - 12,5% HUNGER GAMES - LA RAGAZZA DI FUOCO - 12,2% DON JON - 20,4% FROZEN + 2,4% CAPITAN HARLOCK 3D - 13,8% I, FRANKESTEIN - 4,8% THE WOLF OF WALL STREET - 39,8% FILM SCARTO PREVISIONE / INCASSO
  19. 19. 4. Case histories
  20. 20. CASE HISTORIES INTRODUZIONE SU VARI FILM ABBIAMO OSSERVATO, O DIRETTAMENTE CONTRIBUITO, ALLO SVILUPPO DI PRECISE STRATEGIE DI MARKETING O DI FINE TUNING IN CORSA, CHE SONO STATI UTILI AL RISULTATO FINALE. DI SEGUITO PRESENTEREMO ALCUNE TRA LE CASE HISTORIES PIÙ INTERESSANTI. GLI ELEMENTI RILEVATI, COSÌ COME GLI INTERVENTI MESSI IN ATTO, DIFFERISCONO DA CASO A CASO.
  21. 21. CASE HISTORIES BIANCANEVE E IL CACCIATORE ELEMENTI RILEVATI: INTERESSE MOLTO PIÙ FEMMINILE, NONOSTANTE AMBIENTAZIONI GOTICHE. INTERVENTO EFFETTUATO DALLA DISTRIBUZIONE: SCELTA DI POSTER FANTASY / MEDIEVALI, E PIANIFICAZIONE MEDIA MIRATA A RAFFORZARE INTERESSE MASCHILE. RISULTATO: OTTIMO AL BOX OFFICE, CON DISCRETA PARTECIPAZIONE MASCHILE. 32,50% 58,93% 8,57% 0 50 100 150 200 SENTIMENT E SHARE OF VOICE: NEGATIVO NEUTRO POSITIVO
  22. 22. CASE HISTORIES BLING RING ELEMENTI RILEVATI: SCARSO SUCCESSO IN ALTRI PAESI, FILM NOIOSO PER ALCUNI. BUONO TUTTAVIA L’INTERESSE DEI TEENAGERS ITALIANI. INTERVENTO EFFETTUATO DALLA DISTRIBUZIONE: COINVOLGIMENTO DI FASHION E MAKE UP BLOGGERS, FORTE INVESTIMENTO SU FACEBOOK, ENFATIZZAZIONE DEGLI ASPETTI LUDICI. RISULTATO: ELEVATA PARTECIPAZIONE DEI TEENAGERS, SPECIE IL 1°WKD. IN CONCLUSIONE, UNO DEI MIGLIORI INCASSI WORLDWIDE. SENTIMENT E SHARE OF VOICE: 6% 34% 60% 0 50 100 150 200 NEGATIVO NEUTRO POSITIVO
  23. 23. CASE HISTORIES CAPITAN HARLOCK ELEMENTI RILEVATI: ENORME AFFETTIVITÀ DA PARTE DEI 40ENNI; CRITICITÀ SU RAPPRESENTAZIONE ARCADIA. INTERVENTO EFFETTUATO DALLA DISTRIBUZIONE: RIPROPOSIZIONE DI ELEMENTI NOSTALGICI NON NECESSARIAMENTE INERENTI AL FILM (ES. SIGLA DEL CARTONE ANIMATO). MINORE ESPOSIZIONE DELL’ARCADIA (PROPOSTA IN STILIZZAZIONI E MODELLINI). RISULTATO: INCASSI PARI, NEL 1°WKD, AL BLOCKBUSTER CATTIVISSIMO ME 2. SENTIMENT E SHARE OF VOICE: 3% 30% 66% 0 50 100 150 200 NEGATIVO NEUTRO POSITIVO
  24. 24. CASE HISTORIES DON JON ELEMENTI RILEVATI: BASSA SHARE OF VOICE, INDICATORE CHE FRENA IL RISULTATO FINALE. INTERVENTO EFFETTUATO DALLA DISTRIBUZIONE: FORTE INVESTIMENTO FINALE, ACCENTUAZIONE DEGLI ASPETTI TRASGRESSIVI, TEST DI PERSONALITÀ E “DIPENDENZA DAL PORNO” SUL SITO. RISULTATO: INCASSI SUPERIORI AI DATI PREVISIONALI, BUONA AFFERMAZIONE PER NUOVA CASA DI DISTRIBUZIONE. SENTIMENT E SHARE OF VOICE: 4% 48% 48% 0 50 100 150 200 NEGATIVO NEUTRO POSITIVO
  25. 25. CASE HISTORIES I, FRANKENSTEIN ELEMENTI RILEVATI: SHARE OF VOICE E, SOPRATTUTTO, POLARIZZAZIONE BASSE. INTERVENTO EFFETTUATO DALLA DISTRIBUZIONE: AUMENTO DEGLI INVESTIMENTI A RIDOSSO DELL’USCITA, TENTATIVI DI AUMENTARE ENGAGEMENT CON CONTEST. RISULTATO: INCASSI DEL 1°WKD BASSI, COME DA PREVISIONE, MA MIGLIORAMENTO DEL SENTIMENT E OTTIMA TENUTA MEDIA SALA NELLA 2A SETTIMANA. SENTIMENT E SHARE OF VOICE: 3% 67% 30% 0 50 100 150 200 NEGATIVO NEUTRO POSITIVO
  26. 26. 5. And the Oscar goes to...
  27. 27. BEST MOVIE: FASTAND FURIOUS 6 QUESTI GLI OSCAR DEL SENTIMENT 2013, SU UN PANEL DI 26 FILM TRA LE MAGGIORI USCITE. BEST DIRECTOR: KATHRYN BIGELOW FOR ZERO DARK THIRTY BEST TRAILER: THOR – THE DARK WORLD BEST CLIP E POSTER: BLING RING BEST SOUNDTRACK: THOR – THE DARK WORLD BESTANIMATION MOVIE: EX AEQUO CATTIVISSIMO ME 2 CAPITAN HARLOCK 3D BEST CAST: DONJON MIGLIOR SHARE OF VOICE GIORNALIERA: HUNGER GAMES LA RAGAZZA DI FUOCO AND THE OSCAR GOES TO… OSCAR DEL SENTIMENT 2013
  28. 28. AND THE OSCAR GOES TO… SHARE OF VOICE QUALI FILM VINCERANNO I (REALI) OSCAR 2014 PER IL SENTIMENT ONLINE? ABBIAMO PROVATO A DETERMINARE I VINCITORI SULLE PRINCIPALI CATEGORIE (FILM, REGIA, ATTORE E ATTRICE) CONCENTRANDOCI SULLE REAZIONI ALLE NOMINATIONS. POI CONFRONTEREMO I DATI CON LE “PREDICTIONS” DEI PRESENTI IN SALA. I DATI QUANTITATIVI CI INDICANO ALCUNI CHIARI FAVORITI (LINGUA INGLESE, 15-17 GEN, HASHTAG #OSCARNOMINATIONS). 0 4.000 8.000 12.000 16.000 IMPROBABILE LA VITTORIA FINALE. DISCRETI, MA LONTANI DAI PRIMI. SEMBRANO AVERE PIÙ CHANCE. HER FORSE SOVRASTIMATO, T.W.O.W.S. FORSE SOTTOSTIMATO. VISIBILITÀ
  29. 29. AND THE OSCAR GOES TO… MAPPA BRANDIMENT ATTRAVERSO LA NOSTRA ANALISI DEL SENTIMENT (CAMPIONE 10% CA.), OTTENIAMO UNA RAPPRESENTAZIONE PIÙ CHIARA. CI SIAMO CONCENTRATI SUI PRIMI 5 FILM PER SHARE OF VOICE. LA MAPPA CHE NE EMERGE SEMBRA CHIARAMENTE ESCLUDERE THE WOLF OF WALL STREET. AL CONTRARIO, APPARE MOLTO RILANCIATO GRAVITY.SENTIMENT VISIBILITÀ
  30. 30. AND THE OSCAR GOES TO… 12 ANNI SCHIAVO INSERIAMO ORA ANCHE IL BOX OFFICE USA AL 14 FEBBRAIO (BOLLA). ORA È HER A SEMBRARE FUORI GIOCO. TRA I FAVORITI, SEMBRA CHE 12 YEARS A SLAVE DEBBA GUARDARSI DA GRAVITY, PIÙ CHE DA AMERICAN HUSTLE. SI TRATTA CHIARAMENTE DI UNA “CLOSE CALL” TRA 12 ANNI SCHIAVO E GRAVITY. LE NOSTRE PERCENTUALI DI VITTORIA FINALE: 55% 12 ANNI SCHIAVO, 45% GRAVITY.SENTIMENT VISIBILITÀ
  31. 31. AND THE OSCAR GOES TO… CUARON LA MAPPATURA SHARE OF VOICE TOPSY E SENTIMENT ESTROGENI MOSTRA VALORI MOLTO CHIARI PER I CINQUE CANDIDATI ALLA MIGLIOR REGIA. ALFONSO CUARON APPARE NETTAMENTE AVANTI A TUTTI, SIA COME SENTIMENT CHE COME SHARE OF VOICE, ED È QUINDI LA NOSTRA INDICAZIONE. SENTIMENT VISIBILITÀ
  32. 32. AND THE OSCAR GOES TO… DI CAPRIO MOLTO CONTROVERSA L’ASSEGNAZIONE DEL NOSTRO OSCAR PER IL MIGLIOR ATTORE. I MIGLIORI TRE, PER SENTIMENT O SHARE OF VOICE, SONO DERN, MCCONAUGHEY E DI CAPRIO. APPARE SOPRATTUTTO INUSUALE IL DISTACCO IN TERMINI DI SHARE OF VOICE PER DI CAPRIO. LE NOSTRE PERCENTUALI: DI CAPRIO 40%, MCCONAUGHEY 35%, DERN 25%.SENTIMENT VISIBILITÀ
  33. 33. AND THE OSCAR GOES TO… BLANCHETT ANCHE PER LA MIGLIOR ATTRICE ASSISTIAMO AD UNA COMPETIZIONE SERRATA. I DUE NOMI CHE EMERGONO SONO SENZA DUBBIO MERYL STREEP E CATE BLANCHETT. DATO IL VALORE DI SENTIMENT VICINO AL MASSIMO, E IL DISTACCO NON ECCESSIVO COME SHARE OF VOICE, LA FAVORITA CI APPARE CATE BLANCHETT(80%) SU MERYL STREEP (20%).SENTIMENT VISIBILITÀ
  34. 34. AND THE OSCAR GOES TO… LA VERIFICA DELLE “PREDICTIONS QUESTA SLIDE È STATA SCRITTA DOPO LA NOTTE DEGLI OSCAR. IN SALA, IL PUBBLICO QUALIFICATO AVEVA INDICATO CORRETTAMENTE DUE VINCITORI SU QUATTRO (12 ANNI SCHIAVO E CATE BLANCHETT). FA ANCORA MEGLIO IL SENTIMENT, CON PREVISIONI CORRETTE IN TRE CASI SU QUATTRO. L’ECCEZIONE VIENE DALL’OSCAR PER MIGLIOR ATTORE, L’ASSEGNAZIONE CHE ERA STATA EVIDENZIATA COME LA PIÙ CONTROVERSA: HA VINTO MCCONAUGHEY (DATO AL 35%) SU DICAPRIO (PREVISTO AL 40%).
  35. 35. Grazie per l’attenzione Daniela Girfatti Partner d.girfatti@estrogeni.net Aldo Lemme Entertainment Marketing Manager a.lemme@estrogeni.net Davide Magini Web Analytics Director d.magini@estrogeni.net www.estrogeni.net

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