Yale in
Hollywood Panel: Movie Market Research
Yale in
Hollywood Panel: Movie Market Research
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Movie Market Research helps predict
box office and audience
March 12, 2007
HOLLYWOOD HILLS - Our Yalie panel of experts described how research helps answer the Big Hollywood Questions: What will a film's opening weekend box office be? Who's going to watch it? How many DVDs will be sold? What kind of movies should studios make?
Our panelists:
- Jason Kramer, Interpret,
Chief Strategy Officer. Previously with Nielsen Research
Group, Lieberman Research
Worldwide, and Activision.
- Peter Marks, Universal Pictures,
VP of Research and Strategy.
- Karen Hermelin, MarketCast,
Managing Director. Previously with Universal Pictures, and exec VP of Marketing
at New Line Cinema. Yale SOM.
Our panelists discussed:
- Marketing lessons learned from
movies including 300, the Break-Up, Spider-Man 3, and Little Miss Sunshine
- The "Japanese don't like green" phenomenon to explain why
Shrek and the Hulk didn't do well in Japan. Also: Japanese movie goers
are mostly teen girls, so action pics posters have to play up the romance in
Japan.
- Survey techniques, such as pre-screenings to help guide the creative
process (e.g. change the ending) to exit-screenings to find out who went to
the movie opening weekend
- Trends, such as using the
Internet to conduct research
- Tips for the creative/development side be aware of
marketing even during production, and things they can do during production
to be prepared for marketing
Karen Hermelin
Jason Kramer
