Marc Geffen, indexed and linked.
Marc Geffen, indexed and linked.

Audience mapping | Movie marketing

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A retrospective analysis of (1) successful small budget movie release and (1) big budget flop to understand how audience composition throughout the movie marketing cycle might help forecast performance and inform planning. We used social network analysis to identify audience communities and key nodes in the audience network, leading to implications around which audience segments to prioritize and how to deploy media spend for optimal impact.

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