Big data in the movie industry is heating up

In 2013, it was called "the first year of big data." The term originated from the rapid rise of the concept of "big data" in the internet industry in the movie and TV industry this year. In particular, after the huge market success of the US video site Netflix through the big data shoot-up "House of Cards", it is even more impressive for the global film industry to use big data. This overseas successful case is an exciting stimulus to major video websites in China and to the cinematic creation itself and even the traditional cinematic distribution.

At the just-concluded 16th Shanghai International Film Festival, big data has also become a hot topic in the industry. Big data analysis is gradually applied to the film industry, which for the entire film and television creation industry, from the script, director, actor choice, to the shooting and post-production and marketing, what will have a profound impact? Big data in the end can give China's film industry to bring development opportunities and new conjectures?

Data can be found where the audience?

The so-called "big data" analysis refers to a new business model that collects and collects massive data in all aspects, analyzes and excavates it, and then obtains valuable information from it and guides the company to operate and improve its efficiency. Big data first used in the field of Internet retail, this year has been applied to the film industry.

Recently, Google released a white paper titled "Quantifying Film Magic with Google Search," claiming that using its movie box office forecasting model, the first week's box office receipts can be forecast a month ahead of schedule with as much as 94% accuracy. The white paper found that there is a strong correlation between a movie-related search volume and box office revenue (below), which determines the success or failure of the box office based on the number of searches, and the greater the number, the more successful the box office. Google's box office prediction model is an application of big data analytics in the movie industry.

In the eyes of the film industry, Google's forecast box office model seems too extensive, did not consider the user age groups, consumer psychology and other human factors, the accuracy of people suspect. However, starting from the search volume, can indeed have a certain prediction of the box office. Chen Lizhi, president of Matt Culture Media, who is responsible for "youth that will eventually pass away," and "Little Times," introduced Baidu search volume of 140,000 on the premiere day of "To the Youth," Baidu Top Search on the eve of "Little Era" The amount of 250,000, which can be roughly judged the box office standard of two films. As a result, "Little Era" premiere day at the box office more than 70 million yuan, significantly more than "To youth" Premiere day more than 4,000 yuan box office.

The most immediate impact of big data on the movie industry, relative to the forecast box office, should be marketing. "The Chinese movie market has been scarce in terms of data until it comes to big data.Hollywood is getting different data support from a movie development stage, with titles, cast members, schedule, etc. from production to sales Supported by the data. "Zhang Wenbo, vice president of Sinmun Media, said that even a few years ago China did not even have the box office data for a film open, and audience feedback was only obtained through sample surveys, but the coverage was limited. Now, through the Internet search, video playback, log comments and other large amounts of data, you can know the country, age, occupation of the audience, for targeted marketing.

"Little Times" is a case of using big data for marketing. The film did not show the first heat, microblogging search volume is "to youth" 8 times. According to data analysis, Zhang Zhao, producer of Founder Video, concluded that 40% of the audience will be high school students, they are loyal fans of GJM and Yang Mi, and are impulsive consumers in "Little Times"; 30 % Are white-collar workers, they are "little time" empathy, marketing navigation is the focus; 20% are college students, they are non-core consumers, but can spread to affect these people; the other 10% of the current viewing age of 26 People between the ages of 35 and over, they are potential audiences that need to expand their reach. Based on the data analysis, LeTV held a zero premiere of Carnival targeting at the target audience of "Little Era" at hundreds of cinemas all over the country. The box office reached more than 7 million yuan at one go.

"Big data means to us that by digging through the data and discovering where those audiences are, we can recommend the movie to them for precise marketing." For example, Liang Wei, president of drama marketing specializing in movie marketing, According to Youku, Tudou video playback data, you can know the 18-year-old to 25-year-old woman what time of day like to watch what video, and then put the trailer of the relevant female theme movie to them, the audience is more targeted, Attract them into the theater. Chen Lizhi also revealed that his company has been doing such precision marketing, such as the promotion of "White Deer" when the cooperation with the Douban, where users prefer this kind of art film, the film can be recommended directly to them.