Data cinema-demand

Kobi Shely www.kshely.com / 24

What Da’Data?Using VOD Data To Create Cinema Demand

http://www.kshely.com


ABOUT I'm an online marketing professional with focus on video and the film industry. I execute and manage marketing campaigns and partnerships for video on demand digital distribution companies including Distrify, China Public Television CCTV, Wise Data, and different content creators, with a particular focus on expanding solution for selling films, web video , and a range of video content.



Viewers Habbits ShiftsAccording to Horowitz Research, since 2012, the weekly share of traditional viewing among millennials has dropped from 75% to 39%.

The share of viewing that is streamed, though, has risen from 15% to 54%.Streaming is the new normal for Millennials



Lack of choice driving down demand for filmAccording to Deloitte, 70% of Netflix consumers now binge watch TV, averaging 5 episodes per sitting.

Now hang on a second, that’s not how linear film distribution works.

But it’s not just happening on Netflix. It’s across the board According to EU Creative Media Study (2015) 14% of respondents have no access to cinemas within 30 minutes of their home. This figure rises to 37% in Romania, 27% in Lithuania and 16% in Croatia.

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Cinema Vs Binge European films are considered original and thought provoking, but audiences are critical about "slow or heavy" storylines

Europe produces more than 1000 films a year, but most are only seen in the country where they are made and relatively few films are screened abroad

Most people choose the film they are going to view just before going to the cinema, with trailers being the most effective marketing tool

28% of Europeans watch films in festivals



You Have Potential The study confirms that the European film industry is not making the most of its potential to reach new audiences or capitalizing on cross-border partnerships. What the study doesn’t suggest is how to maximize the potential - And data can really help.



Data BuzzFor the last two or three years, you’ve been hearing about the disruptive changes facing our business: the relevance of film distribution in an on-demand world competitive cross channel promotion, the rise of Netflix, the death of DVD market, TVOD (Pay Per View) vs. AVOD (Ad Support) SVOD (Subscription).



3 Categories Of Proposals - Invest in data to reach targeted audience

- Measures data and use it for acquisition and distribution strategies

- Create your In House Data - If the data isn’t available then you need to create your own.



What Is Data?



Typical Data Form



How Data Looks Like? Text or String Date and Time Of Purchase Numbers



How Data Looks Like? Boolean True Or False Location Referral



Field Heading and Data ValueRecords are fields and values together

Gender Genre Twitter Address Country City Code

Female Drama, Romantic, LGBT @talg Bedford USA Brooklyn 90210

Surname Email Opt-In Purchased Product Repeating

Tal Shely [email protected] YES Submerge No

Name

YES



The Jelly Beans TheoryIt actually comes from a thing about guess the number of jelly beans in a large jar. If you take everybody's predictions and average them, that's usually going to be closer to the real number than any one individual's actual guess



Netflix PrizeA million dollar prize to anybody who could improve the quality of their recommendations by 10% using an anonymized data set that they had provided.

build as many different predictive models as you possibly can, and then you basically average the results of them. Because it turns out that when it comes to predictions, the average prediction is usually more accurate than any one individual prediction.



Shopping CartRelate data to menus, restaurants, and grocery shopping. So let's take a look at this example.

I want you to start out with the idea that your report is in a menu of dishes, and our job is to put together a menu by creating all of the dishes.

Just like a dish we make from a recipe card with instructions, that's really like data and business rules. You create your shopping list. This is really documenting what you need and where it's located.



Time To ShopFor data, you always create the list. Then it's time to shop for your data. You go through the aisles and find what you need based on where it's located. You may find a million things you need, but try to stay focused to fill your data cart with just what you need for this dish.



Film Data Recipe

= Your Audience

18

Email

Genre

Age

Location

Time / Date

Channel

Sign Up

Name



Building Your In House Data Marketing Channels

Sales performance all distribution channels

Live Social Trends

Sharing data with peers



Showtimes Live Cinema Event



Showtimes Live Cinema Event: Led Zeppelin Documentary



Data Collection100,000 hits a day from Led Zep fans, including 46,000 searches a day for cinema showtimes, and 4,000 demands a day for screenings.

$2 million across 1,500 screens in 40 countries. in The top countries requesting information or screenings are the U.S., the U.K., Japan, Brazil, Canada, Italy, Germany, France, Mexico and Australia.

“What this means is that the film’s distributor is able to listen to the consumer, track where there is demand for the film, then offer the film to a cinema”

Thanks to online marketing platform Distrify, Led Heads around the world can request more screenings at their local theater by punching in their zip code



Showtimes Live Cinema Event



Showtimes Data13 Events

5,063,720 - Impressions

732,968 - Trailer Views



Conversion + The Data We Don’t HaveIf a data's stored as a set of numbers, and you need to calculate sales projections, you must convert it. So the data we don't have, we can recreate it through calculations.



Basic TermsImpressions - Amount Of Exposure

CTR - Click Through Rate

PC - Post Click

Unique - One user



Quick QuizCinema event came up with 1,434,993 Impressions + 309,620 Trailer Views

A) The conversion % from impression to trailer view ?

B) The average Clicks to Box Office From Trailer (Ceating the data we don’t have from available numbers)



Quick Quiz Solution 309,620 Trailer View

= 21.57%

28% from 309,620 Trailer View

1,434,993 Impressions/

= 86,693

Box Office Clicks Unique



Trailer Data - Amount of Impressions

- Amount of Trailer Playbacks

- Conversions



Data Tools To Get You StartedOnline Marketing to provide data collection, measure and optimization.



Facebook Pixel Tracking Ad ManagerData Collection Available (Among Many Others) : Gender, Age, Country



Gruvi Player The Film: “The Bride” (dir. Paula Ortiz, 2015)

Territory: Hollywood, Fort Lauderdale and Miami (Florida, US)

Campaign dates: 03 August - 08 August 2016

Film release date: 05 August 2016



Gruvi Player Testing revealed that the most responsive audience were males and females over the age of 55 year old, and particularly those over 65.

Subsequent targeting in the campaign focused on this group. The learning in the testing were confirmed in the results of the campaign- average CTR testing: 2.41 % VS. average CTR campaign 3.91%. The same audience had a higher CTR and watched more of the video.

Throughout the campaign, another demographic group that responded well were young women (25- 34 y.o.; see table below) Video views spiked the day after the film’s premiere.



Publishers Network OutbrainSee who’s reading your story



Publishers Network Video DataSee who’s watching your trailers



Publishers Trailer Promotion See who’s watching your trailers



Landing Page For Your Film


https://www.strikingly.com/




http://www.wix.com




https://wordpress.com/create/


Data URL Tracking


https://buffer.com/app


Email MarketingData Collection Available (Among Many Others) : Gender, Age, Country



Data URL Tracking


https://app.bitly.com/bitlinks/20Q0S83


For Fun - Immersion



Kaggle



thank you!for more Informationcontact me @ [email protected]: kobishelySkype: Kobi Shely



mailto:[email protected]

Data & Analytics

Data cinema-demand