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How Data Can Save Hollywood

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Prerna Gupta, Telepathic , @prernagupta

Remember when companies would launch massive software projects without A/B testing? It sucked! Believe it or not, there is a multi-billion dollar industry that still produces products like that today. That industry is Hollywood. Join me as I explore the final frontier of analytics: creativity. Creative geniuses often have an aversion to incorporating data into the creative process. Creativity is driven by intuition, they argue, and cannot be analyzed. Data kills creativity! But this is a fundamental misunderstanding of analytics, which is costing Hollywood billions of dollars a year. In this talk, I’ll discuss some of Hollywood’s greatest big-budget flops, and how analytics could have saved them. I’ll also provide examples of how innovative storytellers are breaking with tradition and using Lean principles to create modern blockbusters for tremendous gain. Join me in discovering the role Lean Startup can play in revolutionizing Hollywood.

Published in: Business
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How Data Can Save Hollywood

  1. 1. How Data Can Save Hollywood Prerna Gupta @prernagupta
  2. 2. Can art and data be friends?
  3. 3. A good story is worth billions Twilight $829,685,377 The Hunger Games $864,912,963 Alice in Wonderland $1,025,467,110 Skyfall $1,108,561,013 Transformers $836,303,693 Spiderman $890,871,626
  4. 4. Hollywood’s innovation crisis • Blockbusters require $100M+ budgets • Project greenlighting driven by past & politics • Difficult to get actionable data during production
  5. 5. Case study: Jupiter Ascending • Made by Wachowskis (of Matrix fame) • Astronomical budget (300M+) • Nerd rapture (space travel, genetics, Mila Kunis)
  6. 6. Result: box office bomb Loss of $150M+ at box office “Jupiter Ascending is a gigantic, soulless misfire from the Wachowskis...” “Aggressively dull and terribly paced.” “Your movie’s descended into Uranus”
  7. 7. How can Hollywood increase hit rate? Hint: 50% of Top Grossing Movies are based on successful books
  8. 8. Case study: iterative writing • Launched MVP, one chapter at a time • Got feedback from early adopters • Early evangelists spread the word
  9. 9. Result: from blog to blockbuster • Production budget: $108M • Worldwide gross: $440M …and counting!
  10. 10. But What About Data?
  11. 11. How do we know a story is good?
  12. 12. Data can identify a good story 20 40 60 80 1000 50 25 100 75 % Read %UsersRetained Uglies Avalon Graceling Grisha Delirium
  13. 13. Fiction has a UX problem
  14. 14. Solution: lean fiction Completion rate skyrocketed: 85%
  15. 15. Case study: power of data 20 40 60 80 1000 50 25 100 75 % Read %UsersRetained
  16. 16. Result: completion rate doubled 20 40 60 80 1000 50 25 100 75 % Read %UsersRetained
  17. 17. Does data kill creativity?
  18. 18. Prerna Gupta @prernagupta

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