Summer Blockbusters May & June Releases
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey
Search Setup In Alterian SM2
Date Range(s): 4/6/2011 – Ongoing Locations / Languages: All Countries & All Languages
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
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
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
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
Film Deep Dive
Summer Film – Kung Fu Panda 2
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
Release Date:
May 27
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
Summer Film – Cars 2
Analysis • Cars traffic spikes first week of March • Media Types - Other followed by Blog and Pixar boards discussing film
Release Date:
June 24
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
Summer Film – Pirates of the Caribbean 4
Analysis • Social media conversation is picking up very actively leading up to release • Media Types - Other followed by Blog & Microblogs
Release Date:
May 20
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
Summer Film – Green Lantern
Analysis • Conversation around Green lantern picks up with the release of Fast 5 & Thor • Video/Photo Sharing followed by Media Types & Microblogs
Release Date:
June 17
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
Summer Film – Hangover 2
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
Release Date:
May 26
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
Summer Film – X Men: First Class
Analysis • Very interesting chatter in cyclical spike focused around clips • Media Types- Other followed by blogs and movie related forums
Release Date:
June 3
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
Summer Film – Super 8
Analysis • Conversation volume was very consistent beyond a spike mid-March. • Media Types - Other followed by Blog, Microblog
Release Date:
June 10
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
Summer Film – Thor
Analysis • Conversation spikes with release weekend happening on the 6th • Conversation lead by Microblogs with people discussing film
Release Date:
May 6th
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
Summer Film – Fast Five
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
Release Date:
April 29
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
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
Film Comparison
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%
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
Summer Film Sentiment – Comparison
73%
59%
50% 48%
46% 44%
43% 42% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
GreenLantern
Hangover 2 X-men:First Class
Fast Five Super 8 Thor Kung FuPanda 2
Pirates ofthe
Caribbean4
Cars 2
Analysis Ranking by Negative Sentiment • Green Lantern • Hangover 2 • X-Men: First Class • Fast Five • Super 8 • Thor • Kung Fu Panda 2 • Pirates of the
Caribbean 4 • Cars 2 Methodology used: Total graded posts, divided by negative posts
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
THANK YOU!
Please contact us with any questions
Jim Reynolds: [email protected]
@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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