Legendary Entertainment: Film Making in the Age of Analytics Admanimarion On the red oge flipt tad trom tos Angetes to Bostion, Matt Myolda Toz, ielected on his new role a C Chiet Analuics office for (egendary fictures. Marolata had been recruted by Legecdery CEO themas full 60 bring aruytics to ta lim compury. Ful was worred the iengover Tologg, haofic kis, and the Dark knight fises. Merolds, who antwed at legendwy is 2093, hat yeen the relance and erntidence of had is unng andigic the coppary bace thex deccoms on tasts ather then anumpterns ard incresine the alwas a gamble, wirg rulyics laies the omele from plaing a andem peny sor opportungy was cew, the thoughts at how much he had to leam about applying andejcic to the film induatry was preventing tim trom falling sieep on the fighte A start in sportu Macitu founded the anvhies company Striaridge in 1999 . The intil noccesalu product. anaysi 6 simle to what ailines ige to updase and dounge picing over the tme perod Stratbiche tho devioped Suatfdye, a tient eviluinon Iplem tor use by spots toam. lempes and agenta. pour ewh, he serk Looking for Now Opportunities i 2012 Maroide sold the plener mulpec portion of the burines 10 XOS competiors and many toume were bringing much of the ansutic work in tove Given that there are only a finte nomber of leums in wach saot, the proupeds for beg- term gowth were lented Murolea begas to bek wound for ether indanis where andepes was underimed but could provide sgrificant compeotse advantage. A tore concdering fiegendiry in 2013. A yeie later, tegendary aso kquard ose peld pricisg soltwire platform stratTic that had contmied os be owned and operited be Strithid? the Film industry for hakkground on mos. Warnet thesUne of andinics such os that by Strat Erdye, is not without its orics. One crecien to the aperouch in that the ioproath is deven br a get of nen-atheic heech who knov lasle 2 Df 3 inults that has prodicti are not tyoug to tum ergarifations ido fantaw - he andyoc ave inpus to the overal decson making. "Ir. tre you pout byen, the sinh Looking for New Opportunities In 2012 Marolds side the plever andifica portion of the tuines to xos sold Statf dep 10 KOS Dophal was that the piper andyles seat war oriming erowaded with comoetilas and mary teami wee trieging much of the andytic work in-hespe Given that there are orly a finte namber of thems in each iport the procovits for long-tem. goowth were innos. Marolda began to lock a wound for other ind sunes where analitic aas undehined but could provide sigeificant contedetire dovintage. A toer considming yevest indutries. Meroid settled on the fitm indutny and pined Lependary traptanment flegendary in 2013. A year later, teyendary alse aceuied the yeld priong sotwwere platfore Stratfix, buat had continued is be owned and operaned by SuatBendye. The rim industry For background on move developenent, read pages 7.13 of the cake Woner tron Emertariment (9-6to-gjoi The Fhilosoply ef Analytick amovents of ieforsab.

1. Legendary Entertainment: Film Making in the Age of Analytics Admanimarion On the red oge flipt
tad trom tos Angetes to Bostion, Matt Myolda Toz, ielected on his new role a C Chiet Analuics
office for (egendary fictures. Marolata had been recruted by Legecdery CEO themas full 60 bring
aruytics to ta lim compury. Ful was worred the iengover Tologg, haofic kis, and the Dark knight
fises. Merolds, who antwed at legendwy is 2093, hat yeen the relance and erntidence of had is
unng andigic the coppary bace thex deccoms on tasts ather then anumpterns ard incresine the
alwas a gamble, wirg rulyics laies the omele from plaing a andem peny sor opportungy was cew,
the thoughts at how much he had to leam about applying andejcic to the film induatry was
preventing tim trom falling sieep on the fighte A start in sportu Macitu founded the anvhies
company Striaridge in 1999 . The intil noccesalu product. anaysi 6 simle to what ailines ige to
updase and dounge picing over the tme perod Stratbiche tho devioped Suatfdye, a tient eviluinon
Iplem tor use by spots toam. lempes and agenta. pour ewh, he serk Looking for Now Opportunities
i 2012 Maroide sold the plener mulpec portion of the burines 10 XOS competiors and many toume
were bringing much of the ansutic work in tove Given that there are only a finte nomber of leums in
wach saot, the proupeds for beg- term gowth were lented Murolea begas to bek wound for ether
indanis where andepes was underimed but could provide sgrificant compeotse advantage. A tore
concdering fiegendiry in 2013. A yeie later, tegendary aso kquard ose peld pricisg soltwire
platform stratTic that had contmied os be owned and operited be Strithid? the Film industry for
hakkground on mos. Warnet thesUne of andinics such os that by Strat Erdye, is not without its
orics. One crecien to the aperouch in that the ioproath is deven br a get of nen-atheic heech who
knov lasle 2 Df 3 inults that has prodicti are not tyoug to tum ergarifations ido fantaw - he andyoc
ave inpus to the overal decson making. "Ir. tre you pout byen, the sinh Looking for New
Opportunities In 2012 Marolds side the plever andifica portion of the tuines to xos sold Statf dep
10 KOS Dophal was that the piper andyles seat war oriming erowaded with comoetilas and mary
teami wee trieging much of the andytic work in-hespe Given that there are orly a finte namber of
thems in each iport the procovits for long-tem. goowth were innos. Marolda began to lock a wound
for other ind sunes where analitic aas undehined but could provide sigeificant contedetire
dovintage. A toer considming yevest indutries. Meroid settled on the fitm indutny and pined
Lependary traptanment flegendary in 2013. A year later, teyendary alse aceuied the yeld priong
sotwwere platfore Stratfix, buat had continued is be owned and operaned by SuatBendye. The rim
industry For background on move developenent, read pages 7.13 of the cake Woner tron
Emertariment (9-6to-gjoi The Fhilosoply ef Analytick amovents of ieforsabon = often teemed "by
date", coupled wath incremed coinguler and vendical pocessing pover has creaned the coportuesy
to asulyae dala in new wey. Anslytict viethupe quareitien of dise, socid meda information, bcation
dea mal time outcones of the andytic peocess cas provide a moere comptehensive undessarding
of mari Early sucteia Thoman Tul, CED of Lependary. wekcomed Mardids to Lependary weth
open awe, Tul had on ts moves. tegendarys focis was on inceasing the hat ate on moves and
getting biper ietues for each of is woccesues. Tul duyged Muroida wis tulding an inpplied Analtics
Group at Leponday. Marolds spent 18 months recrubng too mind from the dyavec poong for the
arline indsoy The gocp eerhully grw to be concosed at 3 comparin Tul ted it was fime tor tim
coppanies for to be smener in making decions "There's mete intomaten avillble tody thap hak ever
been milable in seens of pecple putting advastage of thin and be much mode efficient about the

2. way we han pur bovines. Thal sought inspiation tiom the soorts bosines and ai use of appled
andlotic. "Tve had a boer row. seat to a number of dingr, and l was trankly fintrated in the way in
which we deploy cipedel tor adveredeg tirs." Tull sad the gool was to cabe people that wet ised
probieme Future in Film Mavidu as thining about ho advee on the trit beg decisons than teyendary
had to mabe concerning upcoting fles. He wiri deterining wat infornaton te tould be marveled at
how ditletent hs ducinsons wich Tut ase trom the dacuspors most iam inlarnation thould be
frovided fer all fing and where weud andytic provide the mese wale? These woie al questons he
was considmng, when the phone rang and it was Thal He had one ouetion for Marold, phodd we
tund the 1400 milon new fim or not? Marolds had be iente thar his arieer would have a huge
impagn on whecher the fim was.Based on the case, answer the following questions that Marolda
face: 1. In the short term, what information should he provide to Tull? 2. What data is required to
provide such information? 3. At which stage of the film making process should his group be most
involved? 4. In the long term, what information should he provide for all film? 5. Where would
analytics provide the most value in Legendary's business?