Data from social media is increasingly being used to gauge the viewers' sentiments about movies & it may be used to make decisions about movies' screenings in the coming days.

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The success or failure of a movie is nearly always unknown until it hits the big screen. The response from initial screenings is sufficient to predict how well the movie is going to do on the box office. It now seems that the big data from social media is going to be increasingly significant in making such predictions.


IBM Social sentiment

The social media is very significant for a number of players in the arena of big-screen content. For cinemas who choose to screen the movie, it is pertinent to note how successful the movie may turn out to be. After all, they don’t want their screening sessions to go on with empty seats.

The social media can be an excellent tool to gauge the popularity of a movie. By discerning the mentions of a fresh release and the general sentiment surrounding it, one can predict whether or not the movie is going to have a good business over the weekend.

In making such analysis possible, IBM and University of Southern California Annenberg Innovation Lab have partnered. Together, the two have devised such tools which give studios the ability to analyse the social media sentiments about individual movies in real-time.

Whereas studios are only beginning to use such tools, they may have a greater role in the coming days. Based on the results generated by these tools, studios will be able to decide when they pull the plug on a movie’s screenings. Also, they can discern the pre-release expectations of the audience and based on that, decide the sheer number of screenings for the movie.

To learn more about IBM’s tools for measuring the social sentiments, watch the video below:

Courtesy: Forbes

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