Here is where Big Data plays its role in this story. Movie studios have taken all the data from profiles who are probably going to like a given movie and analyze it so they can craft a campaign to the last detail. For example, in this study held by CitizenNet, a company specialized in the analysis of social media data for advertising, a correlation is found between Facebook likes and domestic box office returns.
If this study has been done with Facebook and box office data, imagine what could be done with more detailed datasets. That is exactly what the next example has done. You probably have heard about the popular game World of Warcraft. Last summer, the movie was released worldwide and it was a complete hit. But if you followed its box office numbers, you could notice that it wasn’t in the US where WoW performed best, it was actually in China. It made $47 million dollars in the US, and $213 million in China. The FT article explains why the reason for China’s success was not because there are more fans over there.
|Figure 1: The Revenant bioanalytics results to the experiment.|
Stories have been part of our culture since the very beginning. They have been used to carry information when there was no written language, to trespass culture from generation to generation etc. To craft the perfect story relies on human creativity. Being able to scientifically measure the emotional response to a story could help us better understand ourselves and our emotions. At LUCA, we are eager to see how this industry develops new uses of data to help us find what does make our heart pound.