This document summarizes social media conversations about summer 2011 blockbuster movies. It finds that Fast Five and Thor generated the largest volumes of discussion. Fast Five benefited greatly from mentions on Vin Diesel's Facebook page. Sentiment was most negative for Green Lantern and Hangover 2. Overall, the analysis predicts that Green Lantern and Hangover 2 may underperform at the box office based on social media sentiment, while Kung Fu Panda 2, Pirates of the Caribbean 4, and Cars 2 appear positioned for success.

1. Summer Blockbusters
May & June Releases
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey

2. Search Setup In Alterian SM2
Date Range(s): 4/6/2011 – Ongoing
Locations / Languages: All Countries & All Languages

3. Daily Volume – Summer Blockbuster
Analysis
• Total of 181k social
media mentions.
• Largest volume of
conversation was
the release
weekend of Fast
Five
• 2nd Largest volume
of conversation was
the release of Thor

4. Share of Voice Total – Summer Blockbusters
Analysis
• 33% Microblogs –
Primarily Twitter, spike
with movie releases
• 25% Social Networks –
Mostly Facebook driven
by The Vin Diesel Effect*
• 14.5 % Media Types –
Other – Mainstream
media discussing the film
• 12% Forums & Boards –
Dedicated movie &
Automotive & Comic
Book Forums
• All Other Types < 10%
• *Please see slide #26

5. Share of Voice Trend – Summer Blockbuster
Analysis
• Pre-release patterns between types are relatively flat.
• Once film & pre-screenings are released trends pick up dramatically
• Social Network Data Mirrors Microblogs in most circumstances

6. Demographics – Summer Blockbuster
Analysis
• Conversations predominately US based followed by UK, Canada & Italy
• US Based conversations lead by CA followed by TX, NY & IN
• Gender mostly male, but skewed based on initial results
• Age of author distribution as expected

7. Film Deep Dive

8. Summer Film – Kung Fu Panda 2
Release Date:
May 27
Analysis
• Majority of traffic focused around pre-release press
• Media Types Other, followed by Blogs and then microblogs
• As we get closer to release film chatter will pick up dramatically

9. Summer Film – Kung Fu Panda 2
Analysis
• Gender is mostly male and largest age group is above 50
• Sentiment is mostly positive
• SM discussion mostly about film, but large # of conversations about other
films

10. Summer Film – Cars 2
Release Date:
June 24
Analysis
• Cars traffic spikes first week of March
• Media Types - Other followed by Blog and Pixar boards discussing film

11. Summer Film – Cars 2
Analysis
• Gender mostly male, but age sampling too small to make inference
• Sentiment trending mostly positive
• Conversation mostly about film and products around film

12. Summer Film – Pirates of the Caribbean 4
Release Date:
May 20
Analysis
• Social media conversation is picking up very actively leading up to release
• Media Types - Other followed by Blog & Microblogs

13. Summer Film – Pirates of the Caribbean 4
Analysis
• Gender mostly male and largest age group is 18-24
• Sentiment is mostly positive and is trending positive
• Conversation about film + discussion of clips and trailers

14. Summer Film – Green Lantern
Release Date:
June 17
Analysis
• Conversation around Green lantern picks up with the release of Fast 5 & Thor
• Video/Photo Sharing followed by Media Types & Microblogs

15. Summer Film – Green Lantern
Analysis
• Audience is dominantly male and 18-24
• Highest negative sentiment of any fill monitored for this presentation
• Conversation focused around film + Ryan Reynolds

16. Summer Film – Hangover 2
Release Date:
May 26
Analysis
• Conversation relatively flat outside of spike in early March
• Unlike other films, conversation is lead via Microblogs and followed by Media
Types - Other and Message Boards

17. Summer Film – Hangover 2
Analysis
• Gender mostly male and largest age group is 25-34 followed by 18-24
• Sentiment mostly negative with no major trend changes
• Conversation movie based with the exception of Liam Neeson

18. Summer Film – X Men: First Class
Release Date:
June 3
Analysis
• Very interesting chatter in cyclical spike focused around clips
• Media Types- Other followed by blogs and movie related forums

19. Summer Film – X Men: First Class
Analysis
• Audience mostly male and age distribution is rather even
• Sentiment is nearly 50/50
• Discussion focused around film

20. Summer Film – Super 8
Release Date:
June 10
Analysis
• Conversation volume was very consistent beyond a spike mid-March.
• Media Types - Other followed by Blog, Microblog

21. Summer Film – Super 8
Analysis
• Gender is a 75/25 split and age is dominantly 18 -24
• Sentiment has a slight lead with positive mentions
• Conversation has a JJ Abrams twist to posting with much of the conversation

22. Summer Film – Thor
Release Date:
May 6th
Analysis
• Conversation spikes with release weekend happening on the 6th
• Conversation lead by Microblogs with people discussing film

23. Summer Film – Thor
Analysis
• Audience is mostly male with largest age group being 18-24
• Sentiment pre-release was 50/50 and post-release is mostly positive
• Conversation around film discussing user feedback “good”, “great”..etc

24. Summer Film – Fast Five
Release Date:
April 29
Analysis
• Conversation spikes during release and settles post release of film 2X
previous levels
• Conversation lead by Social Networks*, Microblogs & Boards (mostly car
discussion)
• *Please see slide 26

25. Summer Film – Fast Five
Analysis
• Audience is 65/35 male to female and age groups for 18-24 & 25-34 are
almost even
• Sentiment is almost even but positive
• Conversation focused on reviews of film + audience feedback

26. Summer Film – Vin Diesel Effect
Analysis
• Much of the Fast Five chatter was driven from Vin Diesel’s fanpage
• His audience is highly dedicated, with over 30k FB posts about the release of
Fast Five
• Stats taken from www.famecount.com & www.facebook.com

27. Film Comparison

28. Summer Film – Comparison
Analysis
• Fast Five 38.46%
• Thor 38.05%
• Green Lantern 9%
• X-Men: First Class 4%
• Pirates of the
Caribbean 4 2.7%
• Hangover 2 2.26%
• Super 8 2.25%
• Cars 2 1.7%
• Kung Fu Panda 2 1.5%

29. Summer Film Trend – Comparison
Analysis
• Films pre-release are relatively flat with the exception of leaks
• When films launch, traffic spikes and then tails down slowly

30. Summer Film Sentiment – Comparison
80%
73%
70% Analysis
60% 59%
Ranking by Negative
50%
50%
48%
Sentiment
46%
44% 43% 42%
40% • Green Lantern
40%
• Hangover 2
• X-Men: First Class
30% • Fast Five
• Super 8
20% • Thor
• Kung Fu Panda 2
10%
• Pirates of the
Caribbean 4
• Cars 2
0%
Green Hangover 2 X-men: Fast Five Super 8 Thor Kung Fu Pirates of Cars 2
Lantern First Class Panda 2 the Methodology used:
Caribbean Total graded posts, divided
4
by negative posts

31. Summary
Predictions
• From our view point, we feel that Green Lantern and Hangover 2 have the highest
chance of disappointing box office results based on volume and current sentiment
around these films
• X-Men: First Class and Super 8 are right on the edge of either doing well or under-
performing
• Kung Fu Panda 2, Pirates of the Caribbean 4 & Cars 2 appear to be trending very
well and have a high chance of doing very well
Public Dashboard of all films: http://bit.ly/hottopicSBMJ

32. THANK YOU!
Please contact us with any questions
Jim Reynolds: jim.reynolds@alterian.com
@jimmyrey
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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