Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? Moviepilot — which studies social data and box office trends — analyzes this weekend’s new movies across Facebook, YouTube, Twitter and Google (the methodology behind the numbers is laid out in the appendix below) over the seven days leading up to their release, when marketing campaigns should be at their peak.
“The Pyramid,” 20th Century Fox
Moviepilot 3-day Prediction: $700k
(Full disclosure: Moviepilot worked with 20th Century Fox on this title)
This weekend represents the calm before the box office storm, with “The Pyramid” the only movie opening wide, and even then on only 589 screens. Original horror titles have suffered a little this year after a killer 2013, with “Ouija” the biggest success in opening to $19.8 million so far.
Fox concentrated Facebook and Twitter activity on central horror accounts where they can build a consistent audience for future releases rather than scattering followers among a set of individual movie pages. Messaging here has tied into Egyptian mythology and the legendary curse of Tutankhamen, with the hashtag #thecurseisreal on Twitter. On YouTube, MrCreepyPasta (730,000 subscribers) narrated a series of horror stories, and ESMYmakeup gave a scary make-up tutorial in support of the movie.
“The Pyramid” is pacing at around 20% the Twitter volume of Legendary’s “As Above, So Below,” which opened to $8.6 million, and at 12% the volume of “Deliver Us From Evil,” which made $9.7 million. Social stats suggest “The Pyramid” is headed for a per screen average over $1,000, which will translate into an opening weekend of around $700,000.
Tobias Bauckhage (@tbauckhage) is co-founder and CEO of moviepilot.com, a social-media-driven movie community reaching over 28 million Facebook fans and 20 million monthly unique users. Based on community data, Moviepilot helps studios to optimize their social media campaigns, identifying, analyzing and activating the right audiences. The company works with studios like Sony, 20th Century Fox and A24.
Facebook fan (or like) numbers are a good indicator for fan awareness for a movie, even months before the release. For mainstream movies with younger target audiences, fan counts are particularly important. However, big fan numbers can be bought and movies with older target audiences typically have lower fan counts. Fan engagement measured by PTAT (People Talking About This) is a more precise but also a fickle indicator, heavily driven by content strategy and media spending. Both numbers are global and public facing numbers from the official Facebook fanpage.
YouTube trailer counts are important for measuring early awareness about a movie. We track all English language original video content about the movie on YouTube, down to videos with 100 views, whether they are officially published by a studio or published unofficially by fans. The Buzz ratio looks at the percentage of unique viewers on YouTube that have “liked” a video and given it a “thumbs up”. Movies with over 40 million views are usually mainstream and set to dominate the box office, while titles drawing around 10 million indicate a more specific audience. If a movie does not have a solid number of trailer views on YouTube four weeks before its release, it is not promising news. But again, it is important to understand whether trailer views have been bought or grew organically. These numbers are global and public facing.
Twitter is a good real-time indicator of excitement and word of mouth, coming closer to release or following bigger PR stunts. Mainstream, comedy and horror titles all perform particularly strongly on Twitter around release. We count all tweets over the period of the last seven days before release (Friday through Thursday), that include the movie’s title plus a number of search words, e.g. “movie” OR a list of movie-specific hashtags. The numbers are global, conducted using a Twitter API partner service.
Search is a solid indicator for intent moving towards release as people actively seek out titles that they are aware of and are thinking about seeing. Search is particularly significant for fan-driven franchises and family titles as parents look for information about films they may take their children to see. We look at the last seven days (Friday through Thursday) of global Wikipedia traffic as a conclusive proxy for Google Search volume. We have to consider that big simultaneous global releases tend to have higher search results compared to domestic releases.