Online WOM Shown to be an Excellent Forecaster of
Movie Success
From the WOMMA Governing Member Ogilvy 360° Digital Influence
Blog comes a report that, despite relatively small funding by major
entertainment companies, social media monitoring should be looked
at as a key factor for movie success. A recent research paper has
shown that along with star power, and marketing budget, a movie's
early word of mouth is a great forecaster of that movie's future
success. The tone of online reviews, the volume of those reviews,
and the diversity of those reviewers are the important factors in
predicting a movie's success or failure.
网络口碑营销被证明是有效预测电影成功与否的手段
据奥美360度公关的一份研究报告，尽管几大电影娱乐公司在社会化媒体方面的投资，相对还很少，但社会化媒体却逐渐成为有效预测电影成功与否的关键性因素。最近的一项研究表明，除却明星的票房号召力、影片推广预算等因素，电影早期的口碑相传也是决定该片未来成功与否的重要预测手段。网络里影评的基调、影评的声量以及影评人的组成都将对电影的成败起到不可估量的作用。