Use Social Media Chatter to Predict the Success of a Movie in Television
The client is a Global Media and Entertainment conglomerate with a strong presence across television broadcasting, movies, music, live entertainment and digital businesses. Spread over 173 countries, connecting and entertaining over 1.3 billion people globally
Business Challenges
- The client buys world TV premier rights for movies
- These movies were already released in theatres
- The success of a movie in the theatre did not guarantee a high viewership on TV
Our Solution
We looked at social media data on the movie as a proxy for viewer engagement. Based on the social media Centelon built an AI based model to predict the viewership on Television. The solution included the following
- Automatic data cleaning as the data included images, special characters, and slang
- Data visualization on engagement based on their gender, location, age
- Movie engagement in terms of genre of the movie, music, trailer
- Sentiment model that would include Hindi and English
- Predictive model for viewership
- Attribution of various features in the predictive model
Benefits
- The model was tested on new data and it predicted the viewership with high accuracy
- The client was able to make better decision the commercial decision of buying movie rights based on the model.
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