We already know
how Big Data can provide insights into massive datasets, and interpret them to
yield valuable information. Nevertheless, can the usage of Big Data shape the
future of the entertainment industry? In such a turbulent and unpredictable
sector like that of movies, can systematic data aggregation and interpretation
lead to effective results?
Usage of Big Data in Hollywood
Legendary
Entertainment is one of the top film producing companies based in Boston, USA.
Their portfolio consists of films like Inception, The Dark Knight trilogy and
many more. The company uses analytics to gather valuable information, which in turn
helps them to decide on several important topics such as casting, trailer
content, etc. The practice is quite similar for Netflix as well. The online
video content creators rely on Big Data to customise shows available on their
website. They use analytics to figure out audience choice, and provide
tailor-made content for consumption.
Nevertheless,
how Big Data is helping these companies to execute their strategy and get
better results in such a competitive industry? Let us find out.
A better definition of target audience
Social media has
proved its importance as a modern marketing tool. However, a promotional event
succeeds only when it is conducted around the specific consumers. Big Data
gathers huge data from numerous social media sites, news sites and other websites,
eventually conducting analysis of them to figure out the different audience
groups. A producer, therefore, can focus on reaching to their target audience
in a more specific manner.
Reduction of marketing expenses
Big Data cuts
down marketing expenses largely by providing quality leads. Having an accurate
audience data allows the entertainment companies to plan clear-cut marketing
campaigns, which in turn brings down the expenses.
Special tailor-made content
Different groups
of audience prefer different types of content. Big Data takes into account
their preferences to decide on the type of content they would distribute. Many
companies create different trailers for the same movie, only to distribute and
publish them in different demographics depending on the target audience’s
interests.
Its influence on release dates
Release dates
often dictate how well a movie will perform at the box office. For example,
when a film starring Bollywood superstar Salman Khan, releases in Eid, no other
moviemaker tends to compete with his film. The same thing happens when Shah
Rukh Khan releases his films on Diwali. Data suggests that their films
consistently break Box Office records on these respective dates. As a result,
competitors feel insecure to release films on these weekends.
Unlike other
industries, the entertainment sector is a fan-driven one, with word of mouth
publicity being one of the most important factors for the success of a film or
music album. Buying cassettes is a habit of the past and so is the habit of
watching movies in the theatre. However, theatres still exist and prove to be
one of the major revenue collectors for the movies. Now that everyone has
access to multiple screens at a time, including their desktops and smart
phones, new windows of opportunities have opened up for the entertainment
companies. In such a scenario, Big Data is turning out to be the biggest best
friend for the entertainment producers.
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