Chapter
Six


Research
Findings
&
Conclusion


Based
 on
 the
 data
 collected
 from
 Facebook,
 Orkut
 and
 Twitter
 and
 projecting
 it


against
time,
we
can
clearly
understand
an
analogical
pattern
between
the
amount


of
 conversation
 happening
 in
 social
 media
 and
 the
 box
 office
 collections
 of
 the


movie.



Finding
 out
 the
 positivity
 index
 and
 negativity
 index
 gives
 a
 great
 insight
 on
 the


time
 period
 when
 these
 peaks.
 For
 My
 Name
 is
 Khan,
 the
 conversations
 have


peaked
during
the
below
mentioned
time
periods.


• When
the
shooting
started
during
mid
2009


• Shah
 Rukh
 Khan
 was
 held
 in
 Newark
 Airport
 at
 New
 Jersey
 by
 the


Immigration
 officials,
 because
 of
 his
 last
 name
 being
 Khan.
 This
 news


created
a
lot
of
conversation
in
the
Facebook
community


• When
music
launch
happened
during
December


• For
 Independence
 day
 as
 well
 as
 Republic
 Day,
 there
 was
 a
 lot
 of
 wishes


and
the
fans
were
linking
this
with
the
film
with
lot
of
patriotism


• When
Project
‘Aman
ki
Asha’
was
launched
during
January
–
fans
had
a
lot


of
 conversation
 relating
 the
 film
 and
 promoting
 peace
 between
 India
 and


Pakistan.



• A
 week
 before
 the
 movie
 release
 date,
 there
 was
 a
 huge
 noise
 about
 Shiv


Sena
 condemning
 Shah
 Rukh
 for
 his
 comment
 about
 Pakistan’s
 cricket


team.
Shiv
Sena
rescinded
its
demand
to
block
release
of
My
Name
Is
Khan


after
it
was
announced
that
Khan
would
be
allowed
to
release
it
"in
as
many



 70

 theatres"
 as
 he
 would
 like
 to.
 This
 was
 the
 final
 controversy
 which
 made


maximum
noise
about
the
film
right
before
its
release


Fig.
6.1
–
Positivity
Index


• The
positivity
was
highest
whenever
there
is
some
key
event
related
to
the


movie.
 This
 includes
 actual
 start
 of
 the
 movie
 production,
 music
 release,


Republic
day
and
Independence
day.


• Lot
of
fans
were
supporting
Shah
Rukh
Khan
for
his
movie
to
be
a
big
hit.



• Along
with
this,
the
patriotism
was
also
yet
another
factor,
which
triggered


a
high
level
of
positivity
among
the
fan
base.


• The
positivity
shot
up
more
than
50%
close
to
the
release
of
the
movie
than


during
the
official
trailer
launch.


• Positive
 wishes
 and
 support
 from
 the
 fans
 were
 less
 when
 the
 Shiv
 Sena


controversy
 happened,
 unlike
 the
 index
 value,
 which
 came
 when
 the
 first


trailer
was
released.



 71

 • The
 positive
 tone
 was
 highest
 just
 before
 the
 movie
 got
 launched
 with


positivity
index
close
to
250
points.




Fig.
6.2
–
Negativity
Index


• The
negativity
index
peaked
everytime
there
is
a
controversy
related
to
the


movie.


• The
 negativity
 index
 reached
 its
 first
 peak
 when
 Bandra
 Police
 filed
 case


against
 Shah
 Rukh
 for
 “outraging
 religious
 sentiments…”
 during
 June.
 It


went
close
to
55
points
which
was
more
than
the
average
negativity.


• After
that,
there
was
a
post
comparing
SRK,
Aamir
and
Salman
Khan.
This


gain
shot
up
the
negativity
amongst
SRK
fans.
Many
of
them
were
abusing


about
 Salman
 Khan
 and
 Aamir
 Khan
 relating
 to
 their
 acting
 style,
 way
 of


behavior
and
the
stunts.
These
continued
for
sometime
and
then
gradually


the
negativity
suppressed.


• Shiv
 Sena
 controversy
 during
 January
 2010
 created
 huge
 negative


conversations
among
the
fans.
The
negative
emotions
were
common
across


Facebook,
Orkut
and
Twitter.




 72

 • The
negative
emotions
were
at
its
peak
when
Shah
Rukh
Khan’s
wife
Gauri


Khan
 defied
 Shiv
 Sena.
 The
 negativity
 index
 was
 around
 80
 with
 fans


abusing
 Shiv
 Sena
 heavily
 and
 supporting
 Gauri
 Khan.
 The
 numbers
 of


conversations
were
also
huge
in
that
time.



• Post
release,
the
negative
emotions
continued
as
there
were
mixed
opinion


about
 the
 movie.
 This
 was
 mainly
 due
 to
 the
 anti‐Shah
 Rukh
 user
 base


commenting
on
the
movie
and
the
regular
fans
refusing
to
it.


Fig.
6.3
–
Neutrality
Index


• Throughout
the
year,
there
was
a
consistent
support
from
fan
base,
wishing


success
for
the
movie
and
many
fans
were
posting
neutral
comments.


• The
 neutrality
 was
 uniform
 when
 people
 were
 asking
 lot
 of
 questions


about:



o the
production
of
the
movie,



o cast
&
crew,



o schedules,



o sets,




 73

 o locations,



o story
related
opinions,



o different
characters
of
the
movie,



o opinions
 and
 questions
 relating
 to
 the
 look
 and
 feel
 of
 the
 posters,


banners
and
trailers,



o promotional
activities



o events
related
to
the
movie
etc.


Fig.
6.4
–
Absolute
Number
of
Comments
for
MNIK


• The
 absolute
 number
 of
 comments
 was
 fluctuating
 for
 different
 posts


throughout
the
year.


• Initially,
 during
 the
 first
 quarter
 of
 2009,
 there
 were
 posts
 relating
 to
 the


choice
of
movies,
which
excite
the
audience.
There
was
a
heavy
discussion


and
hence
there
were
more
than
100
comments
during
that
time.


• Then
 during
 the
 official
 trailer
 launch
 in
 mid
 December,
 there
 were
 more


than
100
comments
again.




 74

 • When
 Shiv
 Sena
 controversy
 happened
 during
 mid
 January
 and
 close
 to


release
of
the
movie,
there
were
again
a
peak
in
the
number
of
comments


for
the
posts.



• Reviews
and
box
office
records
immediately
after
the
release
of
the
movie


triggered
lot
of
comments.



• Surprisingly,
 during
 March,
 when
 IPL
 Season
 three
 was
 happening,
 there


were
a
lot
of
discussions
relating
to
Kolkata
Knight
Riders.



• The
 number
 of
 comments
 were
 close
 to
 250
 when
 Kolkata
 Knight
 Riders


won
 a
 league
 match.
 As
 SRK
 was
 supporting
 KKR,
 there
 was
 a
 huge


discussion
that
was
happening.


• The
 next
 peak
 was
 during
 April,
 when
 there
 was
 a
 post,
 comparing
 SRK


with
Aamir.
Huge
debate
happened
for
that
particular
post
and
the
number


of
comments
were
close
to
478,
which
was
the
highest
ever
in
the
groups.




• Twitter
 responses
 were
 at
 its
 peak
 when
 the
 Shiv
 Sena
 controversy


happened
and
pre
and
post
release
of
the
movie.


The
 conversation
 index
 reached
 its
 peaks
 whenever
 there
 was
 an
 event
 or


controversy
relating
to
the
movie
or
relating
to
the
star.
The
fan
page
moderators


were
 smart
 enough
 to
 post
 the
 right
 stuff
 and
 hence
 trigger
 the
 emotions
 of
 the


fans.



This
in
turn
created
a
huge
intrigue
amongst
the
fan
base
and
other
non‐members


of
the
group.



 75

 


Fig.
6.5
–
Dev
D
&
LSD
–
Absolute
Number
of
Conversations


The
graph
above
shows
the
absolute
number
of
conversations
between
Dev
D
and


Love
Sex
aur
Dhokha.
This
has
been
plotted
in
order
to
verify,
if
there
is
a
pattern


between
number
of
conversations
and
the
movie
box
office
collections.


• Considering
Dev
D
and
Love
Sex
aur
Dhokha,
it
is
clear
from
the
graph
that,


amount
of
conversation
increased
gradually
close
to
the
movie
release
date


and
then
slowly
the
noise
went
down
post
release.



• The
 conversations
 peaked
 uniformly
 just
 before
 the
 launch
 date
 and


gradually
the
noise
went
down
after
the
release
date.


• The
 above
 point
 was
 proved
 by
 pattern
 of
 both
 the
 movies
 Dev
 D
 (when


Twitter
 
 &
 Facebook
 were
 not
 famous
 and
 only
 Orkut
 was
 dominant)
 and


Love
 Sex
 Aur
 Dhokha
 (when
 Facebook,
 Orkut
 and
 Twitter
 were
 very


frequently
used
for
movie
related
updates
&
discussions).




 76

Insights
from
Audience
Research



About
65
audiences
were
surveyed
for
their
active
usage
and
film
related
activities


on
Social
Networking
Sites
(SNS).
The
relevant
insights
from
the
audience
research


are
summarized
as
below.


Fig.
6.6
–
Insights
from
Audience
Research


• About
6%
of
teenagers
(less
than
18
years
old)
trust
the
user
reviews
about


any
movie
in
their
favorite
Social
Networking
platform.


• Youngsters
between
18
to
24
years
of
age
majorly
believe
in
user
reviews


about
 the
 movie
 in
 any
 of
 their
 social
 networking
 platform.
 About
 47%
 of


the
people
who
trust
user
reviews
are
youngsters
between
18
to
24
years
of


age.



 77

 • People
aged
between
25
and
35
years
and
those
who
are
above
35
years
of


age
don’t
rely
much
on
movie
reviews
on
Social
networking
platforms.



Fig.
6.7
–
Insights
from
Audience
Research


• 57%
of
sample
population
who
are
aged
between
18
and
24
like
to
discuss


about
the
movie
on
their
social
networking
platforms.
These
are
the
users


who
are
actively
involved
in
socializing

online.


• As
before,
about
23%
of
the
sample,
who
are
less
than
18
years
of
age
also


like
 to
 discuss
 more
 about
 the
 movie
 in
 their
 favorite
 social
 networking


sites.



• About
 20%
 of
 the
 sample
 who
 are
 aged
 above
 25
 years,
 likes
 to
 discuss


about
the
movie
in
their
favorite
social
networking
platform.


• This
 clearly
 indicates
 that
 the
 age
 group
 18
 to
 24
 years
 are
 the
 active


participants
in
film
related
discussions
in
social
networking
platforms.



 78

 


Fig.
6.8
–
Insights
from
Audience
Research


• An
 interesting
 insight
 in
 the
 audience
 survey
 is
 that,
 teenagers
 suggest


more
 about
 a
 movie
 to
 their
 friends
 online.
 About
 26%
 of
 them
 have


responded
that,
they
would
suggest
the
movie
to
their
friends
even
if
it
is
a


niche
&
small
budget
movie.


• About
60%
of
them
who
suggest
movies
to
their
friends
and
colleagues
are


the
youngsters
aged
between
18
and
24
years
of
age.


• As
 always,
 less
 then
 15%
 of
 the
 people
 who
 are
 above
 25
 years
 of
 age


agreed
 that
 they
 would
 suggest
 the
 movie
 to
 their
 friends
 and
 colleagues.


These
people
claim
that,
their
friends
and
colleagues
are
‘smart’
enough
to


judge
 the
 movie
 based
 on
 its
 star
 cast
 and
 production
 value
 and
 its
 not


really
necessary
to
suggest
them
to
go
and
watch
the
movie.



 79

 


Fig.
6.9
–
Insights
from
Audience
Research


• The
trend
shows
that
the
major
portion
of
people
who
post
reviews
about


the
 movie
 in
 social
 networking
 sites
 are
 those
 aged
 between
 18
 and
 24


years
of
age.



• About
 14%
 of
 the
 respondents,
 who
 are
 teenagers,
 say
 that
 they
 will
 post


reviews
 about
 the
 movie.
 The
 percentage
 holds
 true
 for
 those
 aged
 above


25
years.


• As
 always
 people
 aged
 above
 35
 years,
 focus
 less
 on
 movie
 related


discussions
and
they
are
not
very
keen
on
posting
reviews
as
such.
They
are


more
active
in
participating
in
discussions
than
posting
reviews
about
the


movie.
This
is
because
of
the
fact
that,
they
are
the
working
population
and



 80

 they
hardly
find
time
to
post
movie
reviews
amidst
their
work
and
personal


life.



Fig.
6.10
–
Insights
from
Audience
Research


• About
58%
 respondents
 in
the
age
group
of
 18
to
 24
 years,
would
go
 and


watch
a
movie
in
theater
based
on
the
user
reviews
and
word
of
mouth
in


their
favorite
social
networking
platforms.



• 21%
of
respondents
who
would
like
to
go
and
watch
a
movie
based
on
user


comments
are
teenagers
less
than
18
years
of
age.



• Less
 than
 10%
 of
 people
 who
 would
 go
 and
 watch
 movie
 in
 theater
 are


those
who
are
aged
above
35
years.



 81

 Observations
&
Conclusions


Based
on
the
research
and
analysis
of
data,
these
are
my
observations.


• People
love
to
talk
about
the
movie
and
are
willing
to
get
engaged
provided


they
get
good
information
and
insights
about
the
movie.
This
could
include


day‐to‐day
happenings
and
behind
the
scenes.


• Intrigue
and
expectations
are
the
key
factors,
which
drive
audiences
to
talk


more
about
the
movie
especially
close
to
the
release
date.


• Controversies
lead
to
conversations
for
sure.
More
the
conversation,
more


the
curiosity
to
explore
more
about
the
movie.



• The
 reviews
 and
 user
 comments
 about
 any
 movie
 works
 very
 well
 in
 the


decision
making
process
of
theater
going
audience.


• If
the
word
of
mouth
is
excellent,
then
the
movie
will
do
well.
This
applies


very
much
to
the
social
networking
sites.


• People
 in
 different
 age
 groups
 discuss
 more
 about
 the
 movies
 that
 appeal


more
to
them.
This
means,
the
people
talk
only
about
the
movies
that
they


are
interested
in.



• Right
 posts
 in
 the
 right
 forums
 at
 proper
 time
 periods
 will
 help
 create


required
 buzz
 about
 the
 movie.
 It
 goes
 viral
 depending
 on
 the
 emotional


and
cultural
impact
due
to
the
subject
matter
of
discussion.


• Based
 on
 reviews
 in
 Social
 Media
 and
 word
 of
 mouth,
 the
 box
 office


collections
 get
 affected.
 This
 is
 more
 especially
 when
 the
 review
 source
 is


from
the
closest
circle
of
friends
&
colleagues.


• When
 it
 comes
 to
 deciding
 to
 watch
 a
 movie
 in
 theater,
 there
 are
 a
 lot
 of


other
factors
that
come
into
picture
other
than
buzz
in
social
media.



 82

My
conclusions
are
as
follows.


• Social
Media
is
an
effective
film‐marketing
tool
as
it
is
majorly
user
driven.


• People
 believe
 in
 what
 their
 friends
 and
 colleagues
 say
 rather
 than
 the


traditional
marketing
messages.


• Word
 of
 mouth
 is
 extremely
 important
 for
 any
 movie.
 So,
 the
 decision
 to


watch
a
movie
gets
influenced
more,
if
the
word
of
mouth
is
from
a
trusted


source.


• There
is
no
spill
out
in
terms
of
Social
media
marketing
as
the
choice
is
of


the
audience.


• Social
Media
Marketing
costs
less
and
hence
it’s
very
efficient.


• Marketers
 will
 be
 able
 to
 reach
 their
 exact
 target
 group
 through
 social


media.



• If
 the
 marketer
 knows
 where
 their
 target
 group
 is
 more
 active,
 then


reaching
them
is
very
easier.
But
it
takes
time
to
influence
the
audience
as


reputation
 building
 takes
 time.
 People
 believe
 only
 reputed
 source
 of


information.



• Social
 Media
 Marketing
 is
 far
 better
 than
 other
 traditional
 modes
 of


marketing
 as
 it
 reaches
 the
 desired
 target
 audience
 in
 an
 efficient
 way


without
incurring
much
cost.



 83