Helping Major Entertainment Company Understand Audience Reaction to its Latest Film Release Through Human Curation
The Client
An American multinational entertainment and media conglomerate founded around a century ago, and often described as a diversified entertainment company encompassing various sectors such as film, television, and merchandise.
The client, one of the largest and most established film studios in the world, released a highly anticipated major motion picture sequel in 2023. Given the notable success of the first movie and the client’s massive film budget, there were high expectations for the sequel to excel. The client needed to understand, in as close to real-time as possible, the impact of all marketing and promotional campaigns around the new film.
The Challenge
To assess the impact of its film-related campaigns, events, and marketing endeavors, the client engaged Fullintel to monitor and curate traditional and social coverage of the company’s promotional activities associated with the film’s digital release.
With a budget of several hundred million dollars set against heightened media and public expectations, the company needed accurate information to ensure it received a solid return on that investment in the media and public spheres.
There were several challenges around this assignment, however, most notably the sheer amount of coverage the film received. Much of that coverage was ther irrelevant to the company or simply passing mentions.
To combat the above issues Fullintel recommended a human curation approach that wouldn’t overwhelm the client’s communications team with waves of irrelevant data. This would be combined with daily media impact reports and a curated analysis report to provide deep insights into the reach and public reception of campaigns. Fullintel recommended advanced metrics that specifically measure recall, behavior, and audience drivers.
Fullintel also proposed a similar approach to track future digital film releases. This would help the team understand the trends and reach of each release relative to one another, enabling it to correlate this data with revenue projections and actual revenue numbers.
The Solution
Fullintel combined human-driven content collection and curation with a set of value metrics including sentiment, reach, and trend analysis, purpose-built to measure campaign impact, giving the studio a near-real-time read on how its promotional activities were landing with audiences and media.
- Massive volume of raw coverage
- Signal buried in irrelevant mentions
- No structured read on campaign impact
- Impact understood only after the fact
- Human-curated, relevant coverage only
- Media Impact Score on every story
- Recall, audience & behavior driver metrics
- Near-real-time visibility into campaign impact
MIS measures coverage quality of traditional and social content through reach, sentiment, prominence, key messages, and other factors, with every metric assigned a value based on its unique importance to the client. MIS applies an easy-to-understand score out of 100 to individual articles that can then be extrapolated to evaluate entire campaigns, issues, time intervals and more.
Recall drivers tracked memorable elements of coverage, such as exclusive prominence and branded visuals.
Audience drivers measured outlet tier and how articles were trending on social media.
Behavior drivers identified attributes — such as embedded hyperlinks — that prompt readers to respond or react.
Voice analysis evaluated the sentiment expressed by quoted individuals within coverage.
The Deliverables
Fullintel monitored and curated traditional and social coverage of the studio's promotional activities throughout the film's release window, including its rollout on major streaming platforms, and packaged findings into a cadence of reports built around impact metrics.
Reporting cadence
- Daily media impact reports summarizing relevant activity and discussion
- Weekly wrap-up reports with comparative analysis
- End-of-event analysis report at the close of the release window
Impact measurement
- Media Impact Score applied across all curated coverage
- Recall, audience & behavior driver tracking
- Voice/sentiment analysis of quoted individuals
- Coverage of the digital release across streaming platforms
Digital-release coverage spanned the film's availability on Amazon Prime, Apple TV, iTunes, Google Play, Disney+, and Hotstar.
The Result
Fullintel’s human-driven content collection, curation, and analysis driven by value metrics around recall and audience drivers helped the client understand, in close to real-time, the impact of its promotional campaigns around the release of the much-anticipated sequel.
The impact was profound, with the film becoming one of the highest-grossing releases of 2023.
Our human curation ensured the comms team was able to keep its finger on the pulse of audience reaction without being overwhelmed by thousands of passing mentions, such as film listings.
The client now has a deeper understanding of the response to the film in both social and traditional media than standard media metrics alone could possibly provide – and has a templated approach it can use to measure future releases. Armed with these valuable insights, the company can better plan promotional content and make more informed decisions around future campaigns, in turn helping it meet its revenue projections.
That’s crucial because of the massive scale of these film projects, which often have budgets in the hundreds of millions of dollars and heady expectations for commercial success. With such large projects, using accurate data to prove ROI in as close to real-time as possible is essential for comms and marketing teams to move forward with or adjust campaigns as needed.
Make your media data a strategic input.
Let Fullintel be your managed-services partner for media monitoring and reporting. Book a 30-minute, interactive demo to see it on your own coverage.