Twilight: Breaking Dawn - Part 2 Commands Moviegoer Social Sentiment During Record Breaking Thanksgiving Weekend

 Twilight: Breaking Dawn - Part 2 Commands Moviegoer Social Sentiment During
                     Record Breaking Thanksgiving Weekend

USC Annenberg and IBM Film Forecaster Reveals Box Office Winners

PR Newswire

LOS ANGELES, Nov. 26, 2012

LOS ANGELES, Nov. 26, 2012 /PRNewswire/ --Twilight: Breaking Dawn - Part 2
continued to infiltrate the Twitterverse during Thanksgiving weekend, with
competition from Box Office leaders Skyfall and the newly released, Rise of
the Guardians - according to the University of Southern California (USC)
Annenberg Innovation Lab and the IBM (NYSE:IBM) Film Forecaster, a Social
Sentiment Index.

(Logo: )



The Social Sentiment Index combines sophisticated analytics and natural
language processing technologies to gauge positive, negative and neutral
opinions shared in millions of public tweets. In this instance, the index was
used to measure and understand moviegoers' views surrounding the biggest movie
weekend – Thanksgiving.

The project evaluated over five million tweets over a time period of 11 days
and compared the volume around Twilight: Breaking Dawn, to other movies in
theaters, such as the next installment of James Bond, Skyfall, Wreck-It Ralph,
Flight, and The Man with the Iron Fists, all of which opened one to two weeks
prior to Twilight. The analysis also included sentiment around new
Thanksgiving weekend releases including Life of Pi, Red Dawn, and Rise of the

On Sunday, November 25, Box Office Mojo revealed Twilight generated
approximately $64 million in ticket sales over the holiday weekend
(Wednesday-Sunday) – 22 percent of the total revenue for the biggest Hollywood
holiday weekend on record. The Twitter results over the 11 days offered a
different perspective:

  oDespite leading the pack with 4.25 million tweets compared to runner up
    Skyfall with 700,000, Twilight's positive sentiment dropped from 90
    percent at pre-release to 75 percent on Saturday, November 24. Some of the
    tweeted words were perceived as negative – not necessarily towards the
    movie, but the majority captured moviegoer "sadness" that the series was
  oSkyfall maintained a sentiment ratio of 9:1, receiving consistent positive
    tweets, and shared similar results to weekend newcomers Red Dawn (96
    percent positive average), Life of Pi (91 percent) and Rise of the
    Guardians at 99 percent.
  oOn Thanksgiving Day, Rise of the Guardians generated the highest number of
    positive tweets, followed by The Man with the Iron Fists and Red Dawn.
  oFlight, starring "Oscar" contender Denzel Washington received only 6,410
    tweets, but most recorded tweets were positive.
  oOn opening day, Twilight received over a million tweets, 78 percent
    expressed positive sentiment. The majority of the remaining sentiment
    reflected the audiences' emotional reaction to the "tear-jerking" moments
    in the movie – so not necessarily negative.

"In the past, box office receipts indicated success or failure. Thanks to
advances in analytics, movie makers now have the ability to analyze the public
sentiments of their viewers in real time," said Professor Jonathan Taplin,
Director of the USC Annenberg Innovation Lab. "With technologies such as the
Film Forecaster, movie studios such as Lionsgate can go beyond receipts, to
truly understand the voice of the crowd."

The collaboration between USC Annenberg and IBM is part of an ongoing
initiative to demonstrate how advanced analytics technologies applied to big
data can help Chief Marketing Officers (CMOs) in the sports, entertainment,
retail, and news industry derive valuable insights from online public

"Today, Box Office results and industry accolades are not the sole drivers of
recognition across the movie community – real-time audience sentiment is a
strong factor too," said Steve Canepa, General Manager of Media and
Entertainment, IBM. "Organizations in the Media and Entertainment industry are
now taking advantage of big data to better understand their audience and to
deliver better products, services and marketing campaigns that ultimately
drive greater results for their business."

Event: A Night Behind the Movies

On Wednesday, November 28, IBM and USC Annenberg will host a Consumer
Sentiment Event, featuring a panel of experts in the movie industry. Movie
enthusiasts and media and entertainment representatives have the opportunity
to submit questions around social sentiment and the future of film using
#moviebizbuzz or via Facebook. Selected questions will be asked during the
event and answered by the following panelist:

  oRob Friedman, Co-Chairman of Lionsgate Motion Picture Group
  oProfessor Jonathan Taplin, Director of the Annenberg Innovation Lab, USC
  oKevin Driscoll, PhD candidate at the Annenberg School of Communication and
  oSteve Canepa, General Manager, IBM Media & Entertainment Group
  oDavid Barnes, Director of Emerging Technologies, IBM Software Group

For more information about: The University of Southern California Annenberg
Innovation Lab visit; or IBM Media &
Entertainment, Follow us on Twitter: @Smarter Media

About the IBM Social Sentiment Index

The IBM Social Sentiment Index uses advanced analytics and natural language
processing technologies to analyze large volumes of social media data in order
to assess public opinions. The Index can identify and measure positive,
negative and neutral sentiments shared in public forums such as Twitter,
blogs, message boards and other social media, and provide quick insights into
consumer conversations about issues, products and services. Representing a new
form of market research, social sentiment analyses offer organizations new
insights that can help them better understand and respond to consumer trends.
IBM's social sentiment capabilities are delivered on an industry-leading big
data platform that can access, store and analyze any data regardless of how
fast it is moving, what type it is, or where it resides. For more information
about IBM Social Sentiment Index, please visit
Follow the conversation at #IBMIndex on Twitter.


Fabienne Guildhary Dawson
IBM External Relations
1 (917) 374-6860


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