2012 Holiday Movie Analysis

2012

ANALYSISANALYSIS

©2012 Networked Insights Data |

ABOUT

The winter movie season is in full swing and with a full slate of exciting �lms enticing audiences to leave the warm con�nes 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:

Moviegoers are using social technologies to discuss �lms 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 o�ers a snapshot of how moviegoers are behaving and provides insight about what’s driving engagement.

Discover unique conversation themesCompare performance between �lmsEvaluate celebrity in�uenceIdentify audience insights


SOCIALNetwork Insights analyzed seven of this season’s holiday �lms to contrast audience segments and evaluate how fans of di�erent genres were behaving in conversations online.

While evaluating box o�ce potential and marketing performance is not as simple as a single metric, the social index is an easy way to compare �lms.

The social index shows a clear frontrunner for �lm 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 share of voice.

2012 HOLIDAY FILMSLes MisérablesDjango UnchainedZero Dark ThirtyJack ReacherThis is 40Parental GuidanceThe Guilt Trip

236938667602723

SOCIAL INDEX

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.


236

828356226173

Les MisérablesSOCIAL INDEX

PERFOMANCE COMPARISON A. (2/26/12) – Titanic 3D sweepstakes announced for a trip to the London premiere

B. (11/26-11/27/12) – Les Misérables South Korean and Tokyo premieres

C. (12/5/12) – Les Misérables world premiere (London)

CONVERSATION DRIVERS

WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS

STAR POWER

0

10,000

15,000

5,000

20,000

32% 62%

24% 72%

20% 75%

37% 58%

LES MISÉRABLES32% 62%

ANNE HATHAWAY20% 88%

HUGH JACKMAN20% 75%

AMANDA SEYFRIED37% 58%

HELENA BONHAMCARTER 37% 58%

0

10,000

15,000

5,000

20,000TITANIC 3D

ANNA KARENINA

ROCK OF AGES

LES MISÉRABLES

AB

C

ANNE HATHAWAY

HUGH JACKMAN

AMANDA SEYFRIED

HELENA BONHAMCARTER

22%

14%10%

6%6%

5% 1%

1%

4%

10%

11%

10%

Over 25

Under 25

FemalesMales

Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29


Trailer looksamazing

FavoriteMusicals

World premiereRed Carpet

Screenerreviews

The audiences driving the conversation for Les Misérables are the musical/performance lovers. These are the same people that enjoy programs like The Voice, American Idol, Mamma Mia, Dreamgirls, Hairspray, and Rent.

Les Misérables has a built-in fanbase, creating a strong amount of social buzz, namely with women over 25.

Les Misérables


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.

Conversation Call-outs: Providing context behind spikes in conversation for comparative �lms informs what kind of media spend creates the best sustained or increasing conversation with viewers.

Where Conversations Occur: Discover opportunities for optimizing localized media & campaign activation using unique audience geo-data down to the DMA level.

Conversation Visualization: Advanced clustering technology we call “Doppler,” extracts the key sub-themes expressed in the content analyzed. Themes lead to recommendations on ways to optimize marketing content and decisions.

Star Power: Using the Social Index to rank the talent associated with a �lm, Star Power informs marketing decisions around a �lm’s supporting creative.

Audience Quadrants: Using user-disclosed data and site-level demographics conversations are aligned to industry-standard audience quadrants to identify viewer resonance and growth opportunities.

Conversation Drivers: Identifying what talent is positively contributing to increasing �lm-related conversation validates talent-related decisions and identi�es potential “dark horse” celebrities.

Performance Comparison: Modeling how similar �lms perform during the same point in their lifecycle allows for easy benchmarking.


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828356226173

Les MisérablesSOCIAL INDEX

PERFORMANCE COMPARISON A. (2/26/12) – Titanic 3D sweepstakes announced for a trip to the London premiere

B. (11/26-11/27/12) – Les Misérables South Korean and Tokyo premieres

C. (12/5/12) – Les Misérables world premiere (London)



STAR POWER

0

10,000

15,000

5,000

20,000

32% 62%

24% 72%

20% 75%

37% 58%

LES MISÉRABLES32% 62%

ANNE HATHAWAY20% 88%

HUGH JACKMAN20% 75%

AMANDA SEYFRIED37% 58%

HELENA BONHAMCARTER 37% 58%

0

10,000

15,000

5,000

20,000TITANIC 3D

ANNA KARENINA

ROCK OF AGES

LES MISÉRABLES

AB

C

ANNE HATHAWAY

HUGH JACKMAN

AMANDA SEYFRIED

HELENA BONHAMCARTER

22%

14%10%

6%6%

5% 1%

1%

4%

10%

11%

10%

Over 25

Under 25

FemalesMales



Trailer looksamazing

FavoriteMusicals

World premiereRed Carpet

Screenerreviews

The audiences driving the conversation for Les Misérables are the musical/performance lovers. These are the same people that enjoy programs like The Voice, American Idol, Mamma Mia, Dreamgirls, Hairspray, and Rent.


Les Misérables



093

848337279209

Django UnchainedSOCIAL INDEX

PERFORMANCE COMPARISON A. (9/8/12) – Argo at the Toronto �lm fest

B. (4/18/12) – Moonrise Kingdom releases in-depthcharacter posters

C. (12/12/12) – Django New York screening



STAR POWER

0

10,000

15,000

5,000

20,000

20% 75%

38% 57%

50% 48%

17% 82%

DJANGO20% 75%

JAMIE FOXX10% 85%

LEONARDO DICAPRIO21% 74%

SAMUEL L. JACKSON9% 84%

KERRY WASHINGTON18% 77%

0

1,000

1,500

500

2,000ARGO

MOONRISE KINGDOM

FLIGHT

DJANGO

JAMIE FOXX

LEONARDO DICAPRIO

SAMUEL L. JACKSON

KERRY WASHINGTON

35%

12%12%

6%

2%2%

2%22%

21%

Over 25

Under 25

FemalesMales

AB

C



Samuel L.Jackson

QuentinTarantino

Django is partof a trilogy

EarlyReviewsWhat other

western �lms to watch

Django Unchained

Recently John Legend went to a pre-screening, expressed his excitement for the �lm and hearing his music featured in the movie. This drew a lot of conversation as fans retweeted Legend on Twitter.

The NYC premiere is also driving a lot of the conversation and spreading positive word-of-mouth across social.

Fans of Django also enjoy action drama TV shows like True Blood and Dexter and movies such as Kill Bill and True Grit.

Django Unchained is highly anticipated among males and females of all ages.


086

141119

6767

Zero Dark ThirtySOCIAL INDEX

PERFORMANCE COMPARISON A. (1/21/12) – New exclusive Safe House trailer is sharedfrequently on Twitter

B. (1/22/12) – Safe House releases new promotionalclip and images

C. (12/10/12) – Zero Dark Thirty held LA premiere



STAR POWER

0

4,0005,000

3,0002,0001,000

6,000


19% 80%

11% 86%

38% 57%

14% 83%

ZERO DARK THIRTY19% 80%

JESSICA CHASTAIN17% 79%

KATHRYN BIGELOW31% 60%

MARK BOAL38% 54%

TAYLOR KINNEY21% 72%

0

8,00010,000

6,0004,0002,000

12,000


ARGO

SAFE HOUSE

LINCOLN

ZERO DARK THIRTY

JESSICA CHASTAIN

KATHRYN BIGELOW

MARK BOAL

TAYLOR KINNEY

22%

11%

7%

4%

4%

19%

19%

15%

Over 25

Under 25

FemalesMales

C

B

A

Speculation& spoilers

Debating Obama’sForeign Policy

Watchingtrailers

Discussing thedepiction of torture

in the �lm

Zero Dark Thirty

Both Bigelow and Chastain are receiving award buzz contributing to an increase in social volume.

While Zero Dark Thirty is only opening on a limited number of screens, the realism of the storyline is very appealing to fans.

With positive word of mouth and second wave of industry award marketing, this �lm could enjoy a long lifecycle.

The highly controversial �lm is getting a lot of praise from audiences with the two power players being director Kathryn Bigelow and actress Jessica Chastain.


067

1271777167

Jack ReacherSOCIAL INDEX

PERFORMANCE COMPARISON A. (9/5/12) – Internet trailer for Taken 2 hits YouTube

B. (12/7/12) – Early reviews of Taken 2 and Jack Reacher

C. (12/10/12) – Jack Reacher’s London premiere



STAR POWER

0

6,000

4,000

2,000

8,000


19% 75%

9% 86%

25% 69%

8% 91%

JACK REACHER19% 75%

TOM CRUISE14% 79%

ROBERT DUVALL12% 80%

LEE CHILD25% 61%

DAVID OYELOWO40% 58%

0

5,0006,000

4,0003,0002,0001,000

7,000


TAKEN 2

MAN ON A LEDGE

ALEX CROSS

JACK REACHER

TOM CRUISE

ROBERT DUVALL

LEE CHILD

DAVID OYELOWO

22%

22%

30%

11%

15%

Over 25

Under 25

FemalesMales

A

B

C

Packagedwith Skyfall

Watchedthe trailer

Speculation& spoilers

Werner Herzogcast as the villain

Jack Reacher vs.James Bond

Jack Reacher

A signi�cant portion of the conversation stems from older women who are fans of Tom Cruise.

There is a lot of speculation and negativity with the casting of this movie with many criticizing the director for casting Cruise to play the role of Reacher.

Tom Cruise is the primary force behind Jack Reacher conversations – both negative and positive, as he’s a polarizing �gure with few who feel neutral about him.


060

714164105

92

This is 40SOCIAL INDEX

PERFORMANCE COMPARISON A. (11/30/12) – Variety’s review of This is 40

B. (6/1/12) – Mila Kunis and Mark Wahlberg areheavily promoted as casted in Ted

C. (2/10/12) – Early reviews of Wanderlust areshared



STAR POWER

0

6,000

4,000

2,000

8,000


40% 55%

7% 93%

16% 83%

14% 84%

THIS IS 4040% 55%

MEGAN FOX7% 90%

LENA DUNHAM18% 70%

PAUL RUDD32% 62%

JASON SEGEL37% 58%

0

2,0001,5001,000

500

2,500


THE FIVE YEARENGAGEMENT

TED

WANDERLUST

THIS IS 40

MEGAN FOX

PAUL RUDD

JASON SEGEL

LENA DUNHAM

19%

38%

10%14% 14%

Over 25

Under 25

FemalesMales

A

B

C

5%

Saw the poster/trailer

Megan Fox

Talking aboutthe Soundtrack

This is 40

The promotional clip released by the studio featuring Megan Fox in a bikini is resonating with fans as they continue to rave about her physical appeal, especially post-baby.

The humor of the trailer and promotional material is resonating with fans of This is 40.

The audience for this �lm is skewed towards an older demographic. Often, Judd Apatow fans and fans of R-rated comedies like Knocked Up, The Change-Up, Bridesmaids tend to be over 30.


027

117916558

Parental GuidanceSOCIAL INDEX

PERFORMANCE COMPARISON A. (11/7/12) – Playing for Keeps preview getsGerard Butler fans excited

B. (9/27/12) – Here Comes the Boom traileris released

C. (5/8/12) – People checking into What toExpect on GetGlue



STAR POWER

0

1,000

500

1,500


19% 78%

31% 66%

9% 66%

8% 92%

PARENTAL GUIDANCE19% 78%

BILLY CRYSTAL19% 72%

BETTE MIDLER18% 57%

MARISA TOMEI28% 64%

TOM EVERETT SCOTT32% 65%

0

1,500

1,000

500

2,000


PLAYING FOR KEEPS

WHAT TO EXPECTWHEN YOU’REEXPECTING

HERE COMESTHE BOOM

PARENTAL GUIDANCE

BILLY CRYSTAL

BETTE MIDLER

MARISA TOMEI

TOM EVERETTSCOTT

22%

22%

32%

10%

14%

Over 25

Under 25

FemalesMales

C

A

B

BetteMidler

Billy Crystal

Parentingstories and tips

Parental Guidance

They are looking forward to seeing both Billy Crystal and Bette Midler return to the big screen.

Fans think the movie looks “fun” and “hilarious.”

These are the same fans of TV shows like Glee and The Chew and movies like What to Expect When You’re Expecting and Hope Springs.

Not surprisingly, Parental Guidance demonstrates strong appeal with women.


023

117112101

67

The Guilt TripSOCIAL INDEX

PERFORMANCE COMPARISON A. (7/10/12) – The Campaign movie postersare released

B. (7/23/12) – Meryl Streep is interviewed aboutstarring in Hope Springs

C. (7/30/12) – The Campaign does a fake debatewith the cast at a hockey rink in Toronto



STAR POWER

0

1,0001,500

500

2,5002,000


29% 68%

4% 92%

37% 62%

3% 92%

THE GUILT TRIP29% 68%

BARBRA STREISAND23% 74%

SETH ROGEN36% 61%

ADAM SCOTT29% 67%

YVONNE STRAHOVSKI25% 69%

0

1,5001,000

500

2,5002,000


SEEKING A FRIEND FORTHE END OF THE WORLD

THE CAMPAIGN

HOPE SPRINGS

THE GUILT TRIP

BARBRA STREISAND

SETH ROGEN

ADAM SCOTT

YVONNE STRAHOVSKI

25% 22%

22%9%

17%

Over 25

Under 25

FemalesMales

AB

C

BarbraStreisand

Fans of the TV show Chuck discussing Yvonne

Watched thetrailer

SethRogen

The Guilt Trip

With pre-screenings in full force, positive word-of-mouth is spreading in social.

Fans are excited to see the pairing of Seth Rogen and Barbra Streisand, many often using their Twitter handles – both of which are active in social.

The Guilt Trip is seeing strong positives with very little negative conversation.


QUESTIONS

Interested in learning how to start translating real-time insights into action?Contact us at [email protected] or 646-545-3900

About Networked InsightsNetworked 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 e�ective 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 NeedsNetworked Insights helps brands across the entire media and entertainment industry, including �lm, 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 PlatformNetworked 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.


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2012 Holiday Movie Analysis

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