You may or may not have watched the highest grossing Indian movie of all time, Dhoom 3, but you still had a role to play in the success of the film. How? Your actions on social networks would have instigated your friends to go and watch the film. The producers pulled out all stops in marketing Dhoom-3 on Social Media. Their objective was to build the buzz slowly leading up to the release. Their plan encompassed all major platforms and it worked because you, like many Indians across the globe, responded.
The theatrical trailer was released in the IMAX format on 30th October, 2013 and it was simultaneously launched on YouTube. The trailer was a hit on YouTube as it garnered more than 4 million views within 6 days and 12 million views in 20 days*. It was your participation in the Social Media space coupled with the element of curiosity which made Dhoom-3 the highest ever opening week grosser for any Bollywood movie, till date. Once again, the magic of Bollywood worked! It used to work primarily because of offline marketing methods (posters, co-branding efforts, television appearances etc.), but these days, social media plays a huge role in the promotion of a movie.
There is a method to the Bollywood magic and it works behind all the plot twists and drama that we see on the big screen. Commemorating 100 years of Indian cinema, we at IBM applied advanced Big Data Analytics, natural language processing and Advanced Modelling Techniques to predict the success of a movie in its opening weekend.
The IBM Social Sentiment Index (SSI), which analyzes large volumes of social media data to assess public opinions on a variety of topics, was applied on Bollywood to better understand the business of film production and promotion. After analyzing social sentiment for over 25 films comprising millions of social media posts, The IBM SSI came up with top Bollywood genres that succeed at the Box Office. Our three-pronged approach included mathematical and probability modeling as well as machine learning. These models highlighted popular opinions that people had on specific genres of cinema along with factors that influenced their opinions.
The data revealed that a film with a political flavor stands a stronger chance of scoring well at the box office with 75% confidence **. Factors like remakes and a star director further improve its success factor at the box office. Similarly, the Index indicates with 69% confidence that a comedy movie will be successful*. Factors like song and dance, remakes from other languages as well as music play a critical role for this genre.
The SSI predicts with 63% confidence that films directed by Star Directors would be well accepted by audiences if factors like music and remakes from hits in other languages can be focused upon. Similarly the SSI indicates with 61% confidence that Action Movies could be well received if a star director handles the entire making, though music and remakes do play a critical role.
High Budget films generated 62% more Buzz than Low Budget Films. However, over the last 2 years they have also generated a higher proportion of negative sentiments clearly indicating the fast growing liking for experimenting with multiple theme low budget films.
We believe that the application of analytics on cinema by genres not only help marketers promote their product in the right manner, but also understand the actual sentiment of their audiences towards their final output. Analyzing the Social Sentiment Index for Bollywood provides a clear data-centric approach to movie making. It demystifies various stereotypes one may have on determining the success of a film. On top of creative gut & instinct, SSI based data analysis helps fine-tune the final product as well as effectively use social media for high impact.”
Certainly, this projects the real image of how Social Media conversations have an impact on modern day Bollywood releases. The thumb rule states that if anybody has watched the trailer on YouTube and shared it on social networks – he or she will most likely go and watch the movie in the opening week.
Here is a view of the analysis that IBM had conducted on one of the latest Bollywood release:
*Source: Social Samosa
The blogger is Raman Kalra, Partner & Head – Media & Entertainment, IBM, India & South Asia.