2012 Holiday Movie Analysis

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2012 Holiday Movie Analysis

  1. 1. 2012 ANALYSIS©2012 Networked Insights Data | Page 1
  2. 2. ABOUT The winter movie season is in full swing and with a full slate of exciting films enticing audiences to leave the warm confines 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: Discover unique conversation themes Compare performance between films Evaluate celebrity influence Identify audience insights Moviegoers are using social technologies to discuss films 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 offers a snapshot of how moviegoers are behaving and provides insight about what’s driving engagement.©2012 Networked Insights Data | Page 2
  3. 3. SOCIAL Network Insights analyzed seven of this season’s holiday films to contrast audience segments and evaluate how fans of different genres were behaving in conversations online. While evaluating box office potential and marketing performance is not as simple as a single metric, the social index is an easy way to compare films. The social index shows a clear frontrunner for film 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 2012 HOLIDAY FILMS SOCIAL INDEX share of voice. Les Misérables 236 Django Unchained 93 Zero Dark Thirty 86 Jack Reacher 67 This is 40 60 Parental Guidance 27 The Guilt Trip 23 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
  4. 4. Networked Insights Social Index : A comparative measure of a topic (e.g., Film, Celebrity, Conversation Call-outs: Providing context behind etc.) relative to its peer group (e.g., all holiday wide releases) which combines the volume of spikes in conversation for comparative films informs the conversation, viewer sentiment, and the acceleration of the conversation.  The SI what kind of media spend creates the best sustained normalizes each factor and combines them so that the “average” show receives a SI = 100. or increasing conversation with viewers. SOCIAL INDEX Les Misérables 236 PERFOMANCE COMPARISON LES MISÉRABLES A. (2/26/12) – Titanic 3D sweepstakes announced for a trip C Les Misérables 32% 62% to the London premiere Performance Comparison: 20,000 A TITANIC 3D Les Misérables has a built-in 15,000 B Modeling how similar films 24% 72% B. (11/26-11/27/12) – Les Misérables South Korean and fanbase, creating a strong 10,000 Tokyo premieres amount of social buzz, namely perform during the same point in 5,000 ROCK OF AGES 20% 75% with women over 25. their lifecycle allows for easy 0 ANNA KARENINA C. (12/5/12) – Les Misérables world premiere (London) Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 The audiences driving the benchmarking. 37% 58% conversation for Les Misérables are the musical/performance CONVERSATION DRIVERS LES MISÉRABLES STAR POWER lovers. These are the same people 32% 62% Conversation Drivers: Identifying 828 Star Power: Using the Social that enjoy programs like The ANNE HATHAWAY ANNE HATHAWAY Voice, American Idol, Mamma what talent is positively 20,000 Index to rank the talent 356 20% 88% Mia, Dreamgirls, Hairspray, and 15,000 contributing to increasing HUGH JACKMAN HUGH JACKMAN Rent. associated with a film, Star 226 10,000 20% 75% film-related conversation validates 5,000 AMANDA SEYFRIED AMANDA SEYFRIED Power informs marketing talent-related decisions and 37% 58% identifies potential “dark horse” 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 HELENA BONHAM CARTER 37% 58% HELENA BONHAM CARTER 173 decisions around a film’s supporting creative. celebrities. WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Favorite Over 25 Trailer looks Musicals Audience Quadrants: Using 5% 1% amazing 22% user-disclosed data and 1% 10% 11% 14% Males Females site-level demographics 4% World premiere 6% 10% 6% Red Carpet conversations are aligned to 10% industry-standard audience Screener reviews Under 25 quadrants to identify viewer resonance and growth opportunities. Where Conversations Occur: Discover Conversation Visualization: Advanced clustering technology we call opportunities for optimizing localized media & “Doppler,” extracts the key sub-themes expressed in the content campaign activation using unique audience analyzed. Themes lead to recommendations on ways to optimize geo-data down to the DMA level. marketing content and decisions.©2012 Networked Insights Data | Page 4
  5. 5. SOCIAL INDEX Les Misérables 236 PERFORMANCE COMPARISON LES MISÉRABLES A. (2/26/12) – Titanic 3D sweepstakes announced for a trip C Les Misérables20,000 32% 62% to the London premiere A15,000 TITANIC 3D Les Misérables has a built-in B 24% 72% B. (11/26-11/27/12) – Les Misérables South Korean and fanbase, creating a strong10,000 Tokyo premieres amount of social buzz, namely ROCK OF AGES 5,000 20% 75% with women over 25. 0 ANNA KARENINA C. (12/5/12) – Les Misérables world premiere (London) Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 37% 58% The audiences driving the conversation for Les Misérables are the musical/performanceCONVERSATION DRIVERS LES MISÉRABLES STAR POWER lovers. These are the same people 32% 62% 828 that enjoy programs like The ANNE HATHAWAY ANNE HATHAWAY Voice, American Idol, Mamma20,000 356 20% 88% Mia, Dreamgirls, Hairspray, and15,000 HUGH JACKMAN HUGH JACKMAN Rent. 22610,000 20% 75% 5,000 AMANDA SEYFRIED AMANDA SEYFRIED 37% 58% 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 HELENA BONHAM CARTER 37% 58% HELENA BONHAM CARTER 173WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Favorite Over 25 Trailer looks Musicals 5% 1% amazing 22% 1% 10%11% 14% Males Females 4% World premiere 6% 6% Red Carpet 10% 10% Screener reviews©2012 Networked Insights Data | Page 5 Under 25
  6. 6. SOCIAL INDEX Django Unchained 093 PERFORMANCE COMPARISON DJANGO A. (9/8/12) – Argo at the Toronto film fest A C Django Unchained 2,000 20% 75% B Django Unchained is highly 1,500 ARGO 38% 57% B. (4/18/12) – Moonrise Kingdom releases in-depth anticipated among males and 1,000 character posters females of all ages. FLIGHT 500 50% 48% 0 MOONRISE KINGDOM C. (12/12/12) – Django New York screening Recently John Legend went to a Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 17% 82% pre-screening, expressed his excitement for the film and hearing his music featured in theCONVERSATION DRIVERS DJANGO STAR POWER movie. This drew a lot of 20% 75%20,000 JAMIE FOXX JAMIE FOXX 848 conversation as fans retweeted Legend on Twitter. 337 10% 85%15,000 LEONARDO DICAPRIO LEONARDO DICAPRIO The NYC premiere is also driving a 27910,000 21% 74% lot of the conversation and 5,000 SAMUEL L. JACKSON SAMUEL L. JACKSON spreading positive 9% 84% 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 KERRY WASHINGTON 18% 77% KERRY WASHINGTON 209 word-of-mouth across social. Fans of Django also enjoy action drama TV shows like True BloodWHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS and Dexter and movies such as Quentin Over 25 Kill Bill and True Grit. Samuel L. Jackson Tarantino 2% 2% 21% 35%22% Males Females Django is part 2% 12% 12% of a trilogy 6% Early What other Reviews western films to watch Under 25©2012 Networked Insights Data | Page 6
  7. 7. SOCIAL INDEX Zero Dark Thirty 086 PERFORMANCE COMPARISON ZERO DARK THIRTY A. (1/21/12) – New exclusive Safe House trailer is shared B Zero Dark Thirty12,000 19% 80% frequently on Twitter10,000 SAFE HOUSE The highly controversial film is 8,000 A C 11% 86% B. (1/22/12) – Safe House releases new promotional getting a lot of praise from 6,000 clip and images audiences with the two power 4,000 ARGO 2,000 38% 57% players being director Kathryn 0 LINCOLN C. (12/10/12) – Zero Dark Thirty held LA premiere Bigelow and actress Jessica Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 14% 83% Chastain. Both Bigelow and Chastain areCONVERSATION DRIVERS ZERO DARK THIRTY STAR POWER receiving award buzz 19% 80% 6,000 JESSICA CHASTAIN JESSICA CHASTAIN 141 contributing to an increase in social volume. 119 17% 79% 5,000 4,000 KATHRYN BIGELOW KATHRYN BIGELOW While Zero Dark Thirty is only 67 3,000 31% 60% opening on a limited number of 2,000 MARK BOAL MARK BOAL screens, the realism of the 1,000 38% 54% 67 storyline is very appealing to fans. 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 TAYLOR KINNEY TAYLOR KINNEY 21% 72% With positive word of mouth and second wave of industry award marketing, this film could enjoy aWHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS long lifecycle. Speculation Over 25 & spoilers 4% Debating Obama’s Foreign Policy 7% 15% 22%19% Males Females 11% 19% 4% Discussing the Watching depiction of torture trailers in the film©2012 Networked Insights Data | Page 7 Under 25
  8. 8. SOCIAL INDEX Jack Reacher 067 PERFORMANCE COMPARISON JACK REACHER A. (9/5/12) – Internet trailer for Taken 2 hits YouTube 7,000 A C Jack Reacher 19% 75% 6,000 B 5,000 TAKEN 2 Tom Cruise is the primary force 4,000 9% 86% B. (12/7/12) – Early reviews of Taken 2 and Jack Reacher behind Jack Reacher 3,000 ALEX CROSS conversations – both negative 2,000 25% 69% and positive, as he’s a polarizing 1,000 figure with few who feel neutral 0 MAN ON A LEDGE C. (12/10/12) – Jack Reacher’s London premiere Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 8% 91% about him. A significant portion of theCONVERSATION DRIVERS JACK REACHER STAR POWER conversation stems from older 19% 75% 8,000 TOM CRUISE TOM CRUISE 1271 women who are fans of Tom Cruise. 77 14% 79% 6,000 ROBERT DUVALL ROBERT DUVALL There is a lot of speculation and 71 4,000 12% 80% negativity with the casting of this 2,000 LEE CHILD LEE CHILD movie with many criticizing the 25% 61% 67 director for casting Cruise to play 0 the role of Reacher. Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 DAVID OYELOWO DAVID OYELOWO 40% 58%WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Over 25 Speculation Werner Herzog & spoilers cast as the villain 22% 30% Jack Reacher vs. 15% James Bond Males Females 11% 22% Watched Packaged the trailer with Skyfall©2012 Networked Insights Data | Page 8 Under 25
  9. 9. SOCIAL INDEX This is 40 060 PERFORMANCE COMPARISON THIS IS 40 A. (11/30/12) – Variety’s review of This is 40 2,500 B This is 40 40% 55% 2,000 THE FIVE YEAR The audience for this film is A ENGAGEMENT 1,500 C 7% 93% B. (6/1/12) – Mila Kunis and Mark Wahlberg are skewed towards an older 1,000 WANDERLUST heavily promoted as casted in Ted demographic. Often, Judd 500 16% 83% Apatow fans and fans of R-rated 0 C. (2/10/12) – Early reviews of Wanderlust are comedies like Knocked Up, The TED Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 14% 84% shared Change-Up, Bridesmaids tend to be over 30.CONVERSATION DRIVERS THIS IS 40 STAR POWER The promotional clip released by 40% 55% 8,000 MEGAN FOX MEGAN FOX 714 the studio featuring Megan Fox in a bikini is resonating with fans as 164 7% 90% they continue to rave about her 6,000 LENA DUNHAM PAUL RUDD physical appeal, especially 105 4,000 18% 70% post-baby. 2,000 PAUL RUDD JASON SEGEL 32% 62% 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 JASON SEGEL 37% 58% LENA DUNHAM 92 The humor of the trailer and promotional material is resonating with fans of This is 40.WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Over 25 Megan Fox 38% 14% 10% 14% 19% Males Females Saw the poster Talking about /trailer the Soundtrack 5%©2012 Networked Insights Data | Page 9 Under 25
  10. 10. SOCIAL INDEX Parental Guidance 027 PERFORMANCE COMPARISON C PARENTAL GUIDANCE A. (11/7/12) – Playing for Keeps preview gets 2,000 Parental Guidance B 19% 78% Gerard Butler fans excited 1,500 PLAYING FOR KEEPS Not surprisingly, Parental 31% 66% B. (9/27/12) – Here Comes the Boom trailer Guidance demonstrates strong 1,000 A HERE COMES is released appeal with women. 500 THE BOOM 9% 66% WHAT TO EXPECT They are looking forward to 0 WHEN YOU’RE C. (5/8/12) – People checking into What to Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 EXPECTING 8% 92% Expect on GetGlue seeing both Billy Crystal and Bette Midler return to the big screen.CONVERSATION DRIVERS PARENTAL GUIDANCE STAR POWER 19% 78% 117 Fans think the movie looks “fun” BILLY CRYSTAL BILLY CRYSTAL and “hilarious.” 1,500 91 19% 72% 1,000 BETTE MIDLER BETTE MIDLER These are the same fans of TV 65 18% 57% shows like Glee and The Chew 500 MARISA TOMEI MARISA TOMEI and movies like What to Expect 28% 64% 58 When You’re Expecting and Hope 0 Springs. Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 TOM EVERETT SCOTT TOM EVERETT 32% 65% SCOTTWHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Billy Crystal Over 25 22% 32% 14% 22% Males Females Bette 10% Midler Parenting stories and tips©2012 Networked Insights Data | Page 10 Under 25
  11. 11. SOCIAL INDEX The Guilt Trip 023 PERFORMANCE COMPARISON THE GUILT TRIP A. (7/10/12) – The Campaign movie posters 2,500 C The Guilt Trip 29% 68% are released 2,000 SEEKING A FRIEND FOR The Guilt Trip is seeing strong B THE END OF THE WORLD 1,500 4% 92% B. (7/23/12) – Meryl Streep is interviewed about positives with very little negative A conversation. 1,000 HOPE SPRINGS starring in Hope Springs 500 37% 62% 0 C. (7/30/12) – The Campaign does a fake debate With pre-screenings in full force, THE CAMPAIGN Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 3% 92% with the cast at a hockey rink in Toronto positive word-of-mouth is spreading in social.CONVERSATION DRIVERS THE GUILT TRIP STAR POWER Fans are excited to see the pairing 29% 68% 2,500 BARBRA STREISAND BARBRA STREISAND 117 of Seth Rogen and Barbra Streisand, many often using their 112 23% 74% 2,000 Twitter handles – both of which SETH ROGEN SETH ROGEN are active in social. 1,500 101 36% 61% 1,000 ADAM SCOTT ADAM SCOTT 500 29% 67% 0 Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 YVONNE STRAHOVSKI 25% 69% YVONNE STRAHOVSKI 67WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS Over 25 Seth Rogen 22% Watched the 25% trailer 17% Males Females 22% 9% Fans of the TV show Chuck discussing Yvonne Barbra Streisand Under 25©2012 Networked Insights Data | Page 11
  12. 12. QUESTIONS Interested in learning how to start translating real-time insights into action? Contact us at hello@networkedinsights.com or 646-545-3900 About Networked Insights Networked 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 effective 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 Needs Networked Insights helps brands across the entire media and entertainment industry, including film, TV, and celebrity. Networks, brands, and advertising agencies rely on us to inform and engage upon marketing opportunities by using real-time consumer insights. Our Marketing Decisions Platform Networked Insights uses SocialSense, a real-time analytics platform, to power technology and value added services that help marketers make better business decisions. NI’s platform supports marketing in three ways. Visit www.networkedinsights.com for more information.©2012 Networked Insights Data | Page 12

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