2015_USC_Stats_Meet_Qian_Eric_Minyi

USC 2015 Data Analytics CompetitionQian ZHANG, Eric ESAJIN, Minyi ZHU

November 14, 2015

Theatrical Marketing Spend

Paramount Home Media Distribution 2

Does the amount of Theatrical Marketing Spend have an impact on Theatrical Box Office level?

In theatrical box office level, we find the most significant factor is theatrical marketing spending. 3.9 cents marketing spend will generate $1 more Box office.

When and what kind of genre to invest in marketing are also studied: In summer seasons and holiday seasons, with low market spending they can still get a high box office level. In Action/Sci- fic and Animated genre, the percentage of market spending vs the box office is the lowest across all genre.



We run a stepwise to find out which variables are most statistic significant to DBO, and the result shows that Total Theatrical Marketing Spend has a p-value of 3e-27, which is <0.0001, indicating that it is high co-related with DBO. The next two factors which may co-relate with DBO is Genre and Run Time(Min), p-value of both are <5%.

3.9 cents Mkt spend will generate $1 more Box office

Home Media Marketing Spend


Does the amount of Home Media Marketing Spend have an impact on transactions across any of the Home Media channels?

In home media channels, Marketing Spend seems to be critical in DVD/Blu-ray and iVOD channel, while it is not significantly impacting the other two Home media channel. The other significant factors that influnece Home Media transactions are genre, rating, admission and sales of other Home movie channels.



DVD/Blu-ray iVOD

Summary


DVD/Blu-ray transactions is highly correlated with admissions, Market spending and Genre. DVD/Blu-ray channels are usually the second window to release, so we find that the sales are more related to the movie’s success.

IVOD channel sales is highly correlated with market spending, genre, run time and also sales of other home media channels. This might result from the fact that iVOD is always the last channel to release.

VOD/PPV channel and EST channel don’t show a high correlation with HMD marketing spend.

Summary


Sequences of different channels2 different sequences of channel releasing is available in the datasets:•Strategy A. First window EST, Second window DVD, Third window VOD/PPV & IVOD•Strategy B. First window EST, Second window VOD/PPV & IVOD, Third window DVDStrategy B seems to have an averagely higher HMD transactions, especially in the genre comedy. By releasing VOD/PPV & iVOD first, the sales of DVD didn’t seem to be cannibalized. This might because comparing to VOD/PPV & iVOD viewers, DVD viewers are less time sensitive.However as we summarized before, DVD sales is highly related with the movie success, so we need more data in strategy B to analyze if it’s better.

Home Movie Channel N Avg. DBO (Mil USD)

Avg. Admissions

Avg. HM transaction

First Window sales

Second Window sales

Third Window sales

Avg. HMD Mkt spend

Spend per Sales

Admission Conversion

Ratio

EST - DVD - iVOD & VOD/PPV 461 69 9 2,491 119 815 1,556 2,001 803 0.28 Action/Sci Fi 129 93 12 3,262 183 1,150 1,929 2,556 784 0.27

Animated 39 126 17 3,814 221 2,237 1,357 5,208 1,365 0.22 Comedy 102 52 7 2,319 91 477 1,751 1,380 595 0.34

Drama 129 48 6 1,913 83 467 1,363 1,361 711 0.31 Family 26 73 10 1,995 64 837 1,093 1,681 843 0.19 Horror 36 40 5 1,215 32 270 913 385 317 0.24

EST - iVOD & VOD/PPV - DVD 35 93 12 2,965 114 1,658 1,193 1,904 642 0.25 Action/Sci Fi 15 178 23 4,803 165 2,292 2,346 1,810 3,824 0.21

Comedy 6 21 3 2,659 157 2,244 258 1,363 133 0.95 Drama 10 27 4 1,095 39 713 343 544 472 0.31 Horror 4 49 6 1,212 44 774 395 616 4 0.20

2015_USC_Stats_Meet_Qian_Eric_Minyi

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