More Related Content Similar to Defense Presentation Similar to Defense Presentation (20) 4. Overview
• The Proposal
• Methods
• Results
– #KungFuPanda
– #TheFinestHours
– #FiftyShadesOfBlack
– #JaneGotAGun
• This is the End
5. The Proposal
General
• Production teams v.
actors
• Wikipedia
• Views/Comments
• Expert reviews
Twitter
• Tweets Gross revenue
– By hour
– By week
• Sentiment analysis
• Hashtags?
6. Twitter
Why Twitter?
• SNS activity increases
– revenues by 64%
– “search activity” by 48%
• Crowd Wisdom
– 23%
• Public data
• Easily searchable
– #hashtags
7. M3D
Multilevel Model of Meme Diffusion (M3D)
• Memes/social media messages
• Communicators
• Structural and subjective network
structures
• Societal processes
• Geo-technical factors
8. Methods
• SMART dashboard
• Box Office Mojo
• Wide release
• Jan. 29
• Jan 22-Feb 25
– N= 87,978
– Graphs
– Word Clouds
– Correlations
9. Results
7,469
3,109
3,505
873
$18,157,304
$11,202,630
$7,664,463
$8,244,350
$6,158,007
$5,767,394
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
#KungFuPanda_ALL & Gross Revenue
#KungFuPanda_ALL GrossRevenue
11. Results
• #KungFuPanda
Daily Tweet Count Daily Revenue N
Gross Tweets (sansWeek99er) .361*** 41,808
Gross Tweets (all) .366*** 42,762
Gross Original Tweets .578*** 12,702
Gross Retweets .287*** 30,060
* p < .05, ** p < .01, *** p < .001
Week Tweet Variable
Gross Tweets
(sansWeek99er)
Gross Tweets
(all)
Gross Original Tweets Gross Retweets
Week 1 .368*** .371*** .694*** .305***
Week 2 -.448*** -.445*** .193*** -.458***
Week 3 .459*** .459*** .838*** -.219***
Week 4 .357*** .357*** .337*** .344***
* p < .05, ** p < .01, *** p < .001
12. Results
4,163
2,554
$4,339,333
$2,514,725
$1,057,352 $1,069,424
$464,833
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
#TheFinestHours_ALL & Gross Revenue
#TheFinestHours_ALL GrossRevenue
14. Results
• #TheFinestHours
Daily Tweet Count Daily Revenue N
GrossTweets_sansCaseySherman123 .704*** 16,031
GrossTweets_ALL .706*** 16,473
TotalOriginalTweets .723*** 5,046
TotalReTweets .677*** 11,426
* p < .05, ** p < .01, *** p < .001
Week Tweet Variable
Gross Tweets
(sansCaseySherman123)
Gross Tweets
(all)
Gross Original
Tweets
Gross
Retweets
Week 1 .591*** .590*** .652*** .525***
Week 2 .455*** .447*** .522*** .392***
Week 3 -.884*** -.886*** -.766*** -.851***
Week 4 0.027 .086* .248*** -.219*
* p < .05, ** p < .01, *** p < .001
15. Results
3,552
161
$2,389,539
$1,061,816
$341,776
$95,808
0
500000
1000000
1500000
2000000
2500000
3000000
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
#FiftyShadesOfBlack_ALL & Gross Revenue
#FiftyShadesOfBlack_ALL GrossRevenue
17. Results
• #FiftyShadesOfBlack
Week Tweet Variable
Gross Tweets
(sansMarlonWayans)
Gross Tweets
(all)
Gross Original
Tweets
Gross Retweets
Week 1 .945*** .948*** .982*** .766***
Week 2 .620*** .651*** .589*** .555***
Week 3 -0.077 -0.041 .722*** -.243***
Week 4 .824*** .844*** .809*** .775***
* p < .05, ** p < .01, *** p < .001
Daily Tweet Count Daily Revenue N
Gross Tweets (sansMarlonWayans) .918*** 12,038
Gross Tweets (all) .92*** 12,422
Gross Original Tweets .947*** 3,058
Gross Retweets .834*** 12,298
* p < .05, ** p < .01, *** p < .001
20. Results
• #JaneGotAGun
Daily Tweet Count Daily Revenue N
Gross Tweets (sans “top user”) -- --
Gross Tweets (all) .926*** 1,940
Gross Original Tweets .966*** 859
Gross Retweets .871*** 1,155
* p < .05, ** p < .01, *** p < .001
Week Tweet Variable
Gross Tweets
(sans "top user")
Gross Tweets (all) Gross Original Tweets Gross Retweets
Week 1 -- .913*** .962*** .846***
Week 2 -- .432*** .495*** .367*
Week 3 -- -.218* .780*** -.279*
Week 4 -- -0.039 -0.218 0.217
* p < .05, ** p < .01, *** p < .001
