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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