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Twitter and Act of Valor

Twitter and Act of Valor. Group 5 : Jake Bevis, Brian Gather, Sarah Pai, Freshia Koine, Angela Ju Section 002. Film industry and brand loyalty Pixar and Disney vs. other brands One time event (each film). Brief Overview of Industry. Social media Focus on Twitter in this case study

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Twitter and Act of Valor

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  1. Twitter and Act of Valor Group 5: Jake Bevis, Brian Gather, Sarah Pai, Freshia Koine, Angela Ju Section 002

  2. Film industry and brand loyalty Pixar and Disney vs. other brands One time event (each film) Brief Overview of Industry

  3. Social media Focus on Twitter in this case study Act of Valor Released February 24, 2012 Real life Navy Seals Short plot summary Background Information

  4. Usage of Social Media Online Buzz Traditional Advertising Film industry Secondary Research

  5. Advantages vs. Challenges "Relationships not campaigns" The Future of Movie Marketing

  6. Change in the film industry Promotion BEFORE release Moviegoers take new lead Youtube as Social Media

  7. Study Twitter activity's impact on movie success Platform: Twitter

  8. Research Questions and Purpose RQ1: What was the qualitative nature of the Tweets? Were they negative, neutral or positive? RQ2: How did the nature of the Tweets change over time? We wanted to monitor how Twitter promotes a sense of loyalty to a film and what the public's overall reaction to the film is.

  9. So Why Act of Valor? Why Not These Movies?

  10. Movies and Twitter are natural marketing partners. Movies are a part of the pop culture discussion, which now takes place on Twitter. Releases like Act of Valor can benefit from sharing in the Twitter discussion. Gauging Audience Excitement

  11. Making Sense of the Hype "#ACTOFVALOR...wow! Don't ask if it's good or bad...just go see it. You'll walk out of the theater in silence. #fb" @ToddWarshauer "#ActOfValorCan't stop thinking about this film..! Game changer in action films... Features real Navy Seals! Watching again right now!!" @CharlieSheen "Ready to see some heads get blown up. #ActOfValor" @CadgeTheKid "#ActofValor was subpar... I enjoy watching the #MilitaryChannel a lot more" @RyuGTX

  12. Development of Sample Analyze the content of 88,710 Tweets Stratified random sample Sample size of 1,008 Evaluation of Sample Evaluated each Tweet on a 1-7 scale to determine attitude of Tweeter Methodology

  13. Methodology 1 - Extremely Negative 2 - Very Negative 3 - Negative 4 - Neutral 5 - Positive 6 - Very Positive 7 - Extremely Positive

  14. Tweet Data Methodology

  15. MethodologyResults The majority of positive Tweets came after the film's release Total average score of 4.87 shows that most Tweets were positive

  16. Box Office Rankings: Feb. 24-26

  17. Box Office Rankings: Mar. 2-4

  18. Overall Profits

  19. Conclusions

  20. Positive buzz built up Act of Valor's initial release as well as continuing success How this can help marketing: Hashtags Celebrities Tim Tebow Charlie Sheen Fan Feedback! And feedback to fan feedback So what does this all mean?

  21. Research of subsequent weeks Limitations Twitter one-week shelf life Content analysis on a "flop" Further research into social media presence Correlation between positive tweets and film box office success? Content analysis on more films Future Research

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