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News

ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.

News

NEW YORK: Movie trailers which successfully generate word of mouth (WOM) can play a central role in helping films become a box office success, according to new research published in the Journal of Advertising Research (JAR).

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

News

DELHI: After a lacklustre couple of years for Indian cinema, a brace of blockbuster movies is helping to boost the industry's fortunes, at the same time a forecast growth of 15% in cinema advertising revenues hints at the new opportunities for ...

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Article

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

News

LOS ANGELES: Disney has become the first studio to pass the $7bn mark for global box office receipts thanks to the success of its brands including Lucasfilm, the makers of the Star Wars franchise, and Marvel, the producer of superhero stories.

Case Study

This case study shows how Dilwale, a Bollywood blockbuster, devised a campaign centered on real-time data analysis in order to quickly respond to audiences' reaction to the movie in India.

Case Study

This case study shows how the makers of Bajirao Mastani, an Indian blockbuster movie, successfully analysed Bollywood's marketing impact at the box office.

Case Study

This case study describes how Sony Pictures Entertainment, a US movie company, create a personal and immersive experience that targeted and reinvigorated existing GOOSEBUMPS franchise fans as well as excite new fans.

Case Study

This case study describes how Paramount Pictures International revved up mobile advertising for "Mission: Impossible - Rogue Nation" to generate awareness of the film.

Case Study

This case shows how Disney Pixar created a mobile experience that excited the target audience to watch the latest Finding Dory film and drove ticket sales in Indonesia.

Article

This paper explores the variations in the digital marketing efforts of three separate movie releases in China - Star Wars, Kung-Fu Panda, and Lost in Hong Kong - to capture local movie fans and box office revenue.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Case Study

This case study shows how Goosebumps, a series of horror fiction children's books, successfully earned the #1 spot in the US box office sales using an artificial intelligence model.

Case Study

This case study shows how Spectre, the James Bond movie franchise, promoted its launch by using Snapchat Discovery.

Case Study

This case study describes how the Melbourne International Film Festival (MIFF) in Australia created an "emotion trailer" to increase audience engagement and ticket sales.