This action might not be possible to undo. Are you sure you want to continue?
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 Shiv Sena rescinded its demand to block release of My Name Is Khan after it was announced that Khan would be allowed to release it "in as many
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.
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.
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,
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.
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.
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).
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.
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.
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
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.
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.
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.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.