Warren Beatty's passion project "Rules Don't Apply" became a financial flop in 2016 at the box office, but still-boiling lawsuits from investors reveals behind-the-scenes disputes over marketing. Creative talent, financiers and studio executives battled over interpreting audience reactions in prerelease test screenings, selection of its holiday release date, creative … [Read more...] about Ad Spend, Audience Test Central in Beatty Film Spat
research
Warners Repositions ‘Meg’ as Horror Comedy
After finding early audience-tracking research weak for its shark thriller "The Meg," Warner Bros. Pictures punched up the comedy messaging, especially in digital media, over the final weeks before premiere. The 11th hour repositioning boosted "The Meg's" three-day opening to $45.4 million, from an originally projected $20 million opening, per a Deadline.com article by … [Read more...] about Warners Repositions ‘Meg’ as Horror Comedy
Biometrics Researcher Gets Hollywood Funding
A neuro-analytics startup, which is hired by Hollywood movie studios to conduct exotic audience research, bagged $13.5 million in venture-capital funding from an impressive list of investors. The company, Spark, received early Series A investments from former Disney chief Michael Eisner, actor Will Smith, and Silicon Valley financier Peter Thiel. “The New York-based company … [Read more...] about Biometrics Researcher Gets Hollywood Funding
Marketing Embraces Activations With Real Sensory Experience
Cyberspace conjures up magical worlds online so it’s interesting that in-the-flesh experiences are getting a big buzz at fanboy show Comic-Con. Activations that allow consumers to interact with brands through real-life interaction are show stoppers, writes Thom Forbes at Media Post. A Taco Bell restaurant mockup with neon lighting and a futuristic feel that recreates a scene … [Read more...] about Marketing Embraces Activations With Real Sensory Experience
‘Deadpool 2’ Gets Good Buzz From Screenings
It's rare for Hollywood studios to reveal anything about test screenings but a Hollywood Reporter story provides upbeat information about "Deadpool 2," the 20th Century Fox comic-book caper set for May 18 premiere. The story suggests its information is unauthorized but it's all good news. So perhaps Fox assisted to try to create a good buzz from reactions from "Deadpool 2ís" … [Read more...] about ‘Deadpool 2’ Gets Good Buzz From Screenings
Dissecting ‘Geostorm’ Flop: Reshoots Couldn’t Save It
Warner Bros. disaster yarn 'Geostorm' bombed and a Deadline.com analysis lays the blame on an incoherent on-screen story that furious behind-the-scene scrambling did not completely repair. The $120+ million production grossed just $13.3 million domestically in its premiere three-day weekend to tepid reviews from critics and audiences exiting theaters. Warner Bros. Pictures … [Read more...] about Dissecting ‘Geostorm’ Flop: Reshoots Couldn’t Save It
Disney Researches Biometric Audience Reactions
Walt Disney Co. is analyzing facial reactions from movie-house audiences to divine consumer response and assemble data quickly so it is actionable, according to an article in Fast Company. Movie-audience testing goes back a century, of course, where consumers tell researchers their feelings. More recently, testing rack physical reactions like smiles, frowns and eyes opening … [Read more...] about Disney Researches Biometric Audience Reactions
Late-stage ‘Kong’ Surge Salvages BO Premiere
"Kong: Skull Island” opened to a so-so $61 million in domestic box office for its premiere three-day weekend, which trade publication Deadline says is a triumph. The $185 million-budget yarn was trending as a flop just a few weeks earlier. The Warner Bros. Pictures/Legendary Pictures film was headed a mid-40s million dollars opening when it first landed in pre-release … [Read more...] about Late-stage ‘Kong’ Surge Salvages BO Premiere
‘Keanu’ gets work-in-progress fest screening
One of the techniques to fine-tune a film is to show as a “work in progress” to an audience at a film festival, which is occurring for Warner Bros.’ comedy “Keanu.” Variety’s Alyssa Sage writes that Warner Bros. will gauge audience response to the work-in-progress hard comedy’s screening at the famed SXSW (South By Southwest fest) in Austin TX. Audience reactions are … [Read more...] about ‘Keanu’ gets work-in-progress fest screening
Audience Tracker NRG Sold to Stagwell
Nielsen’s storied National Research Group film marketing firm has been sold to Stagwell Media, another company in movie consumer research. Stagwell looks to be a consolidator buying other entertainment research companies. “The Stagwell Group LLC is a registered investment adviser, formed in December 2014 by Mark Penn who serves as the Managing Partner and President of … [Read more...] about Audience Tracker NRG Sold to Stagwell