Mar 13, 2018
By Kara Cutruzzula
Enabling studios to build TV campaigns around audience insights and moviegoer behavior.
"You want to be able to search for those occasional and infrequent [moviegoers] that have a likelihood or a desire to see your movie that you haven’t been able to traditionally reach."
Studio advertisers can home in on infrequent or occasional moviegoers who are crucial for box office success. “You don’t want to double down on the frequent moviegoers, the ones that are going to turn up to the movie anyway. You want to be able to search for those occasional and infrequent [moviegoers] that have a likelihood or a desire to see your movie that you haven’t been able to traditionally reach,” says Craig Jones, chief commercial officer of Movio.
Movio also discovered behavioral patterns that show how audience attendance evolves throughout a film’s theatrical run, and these data sets allow marketers to pivot their campaigns. “Once you know what the pattern is, you can set up your entire media plan to make sure you can take full advantage of the media dollars you’ve got,” says Palmer.
Consider last summer’s hit horror film It. On opening weekend, the audience was heavily male, but one month later, it skewed more female, while the average age of the moviegoer also increased over the run.
“Vantage can take these insights,” says Bryson Gordon, executive vice president of advanced advertising at Viacom, “to find the exact set of ad units across linear television, addressable, digital, and social that are going to maximize the ability for that studio marketer to reach the precise audience that is going to help make the movie successful.”