Twilight: Breaking Dawn - Part 2 Commands Moviegoer Social
Sentiment During Record Breaking Thanksgiving Weekend
LOS ANGELES, Nov. 26, 2012 /PRNewswire/ -- Twilight:
Breaking Dawn - Part 2 continued to infiltrate the Twitterverse
during Thanksgiving weekend, with
competition from Box Office leaders Skyfall and the newly released,
Rise of the Guardians - according to the University of Southern
California (USC) Annenberg Innovation Lab and the IBM
(NYSE: IBM) Film Forecaster, a Social Sentiment Index.
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The Social Sentiment Index combines sophisticated analytics and
natural language processing technologies to gauge positive,
negative and neutral opinions shared in millions of public tweets.
In this instance, the index was used to measure and understand
moviegoers' views surrounding the biggest movie weekend –
Thanksgiving.
The project evaluated over five million tweets over a time
period of 11 days and compared the volume around Twilight: Breaking
Dawn, to other movies in theaters, such as the next installment of
James Bond, Skyfall, Wreck-It Ralph,
Flight, and The Man with the Iron Fists, all of which opened one to
two weeks prior to Twilight. The analysis also included sentiment
around new Thanksgiving weekend
releases including Life of Pi, Red
Dawn, and Rise of the Guardians.
On Sunday, November 25, Box Office
Mojo revealed Twilight generated approximately $64 million in ticket sales over the holiday
weekend (Wednesday-Sunday) – 22 percent of the total revenue for
the biggest Hollywood holiday
weekend on record. The Twitter results over the 11 days offered a
different perspective:
- Despite leading the pack with 4.25 million tweets compared to
runner up Skyfall with 700,000, Twilight's positive sentiment
dropped from 90 percent at pre-release to 75 percent on
Saturday, November 24. Some of the
tweeted words were perceived as negative – not necessarily towards
the movie, but the majority captured moviegoer "sadness" that the
series was ending.
- Skyfall maintained a sentiment ratio of 9:1, receiving
consistent positive tweets, and shared similar results to weekend
newcomers Red Dawn (96 percent
positive average), Life of Pi (91 percent) and Rise of the
Guardians at 99 percent.
- On Thanksgiving Day, Rise of the
Guardians generated the highest number of positive tweets, followed
by The Man with the Iron Fists and Red
Dawn.
- Flight, starring "Oscar" contender Denzel Washington received only 6,410 tweets,
but most recorded tweets were positive.
- On opening day, Twilight received over a million tweets, 78
percent expressed positive sentiment. The majority of the remaining
sentiment reflected the audiences' emotional reaction to the
"tear-jerking" moments in the movie – so not necessarily
negative.
"In the past, box office receipts indicated success or failure.
Thanks to advances in analytics, movie makers now have the ability
to analyze the public sentiments of their viewers in real time,"
said Professor Jonathan Taplin,
Director of the USC Annenberg
Innovation Lab. "With technologies such as the Film Forecaster,
movie studios such as Lionsgate can go beyond receipts, to truly
understand the voice of the crowd."
The collaboration between USC
Annenberg and IBM is part of an ongoing initiative to demonstrate
how advanced analytics technologies applied to big data can help
Chief Marketing Officers (CMOs) in the sports, entertainment,
retail, and news industry derive valuable insights from online
public sentiment.
"Today, Box Office results and industry accolades are not the
sole drivers of recognition across the movie community – real-time
audience sentiment is a strong factor too," said Steve Canepa, General Manager of Media and
Entertainment, IBM. "Organizations in the Media and Entertainment
industry are now taking advantage of big data to better understand
their audience and to deliver better products, services and
marketing campaigns that ultimately drive greater results for their
business."
Event: A Night Behind the Movies
On Wednesday, November 28, IBM and
USC Annenberg will host a Consumer
Sentiment Event, featuring a panel of experts in the movie
industry. Movie enthusiasts and media and entertainment
representatives have the opportunity to submit questions around
social sentiment and the future of film using #moviebizbuzz or via
Facebook. Selected questions will be asked during the event and
answered by the following panelist:
- Rob Friedman, Co-Chairman of
Lionsgate Motion Picture Group
- Professor Jonathan Taplin,
Director of the Annenberg Innovation Lab, USC
- Kevin Driscoll, PhD candidate at
the Annenberg School of Communication
and Journalism
- Steve Canepa, General Manager,
IBM Media & Entertainment Group
- David Barnes, Director of
Emerging Technologies, IBM Software Group
For more information about: The University
of Southern California Annenberg Innovation Lab visit
http://www.annenberglab.com/; or IBM Media & Entertainment,
visit www.ibm.com/media. Follow us on Twitter: @Smarter
Media
About the IBM Social Sentiment Index
The IBM Social Sentiment Index uses advanced analytics and
natural language processing technologies to analyze large volumes
of social media data in order to assess public opinions. The Index
can identify and measure positive, negative and neutral sentiments
shared in public forums such as Twitter, blogs, message boards and
other social media, and provide quick insights into consumer
conversations about issues, products and services. Representing a
new form of market research, social sentiment analyses offer
organizations new insights that can help them better understand and
respond to consumer trends. IBM's social sentiment
capabilities are delivered on an industry-leading big data platform
that can access, store and analyze any data regardless of how fast
it is moving, what type it is, or where it resides. For more
information about IBM Social Sentiment Index, please visit
www.ibm.com/social-sentiment. Follow the conversation at
#IBMIndex on Twitter.
Contacts
Fabienne Guildhary Dawson
IBM External Relations
1 (917) 374-6860
Fguildhary@us.ibm.com
SOURCE IBM