Crimson Hexagon is a five-year-old company in Boston that was founded by a Harvard Professor. Studios such as Paramount and CBS have started using tools devised by this company in order to answer specific questions about the desires of their consumers for various products, including movies. Crimson Hexagon allows their customers access to every public tweet that has ever been written since 2010. Having this information is a huge advantage to movie producers in that they are able to differentiate between what viewers want to see in the production and what they didn’t like. As an example, through Crimson Hexagon, flim companies are able to compare comments from viewers on the movie “Ted” to “The Hangover”.
Crimson Hexagon customers pay more than $100,000 a year to access this information. In one situation, by viewing the volume of tweets expressing a desire to go to the film across seven different movies, there was a 98.8% correlation observed with actual gross revenue per theatre. Crimson Hexagon’s has researched and revealed that social media comments are highly correlated to opening-weekend box office.
Reference:
Rachel, D. (2012, August 3). Twitter goes to the movies . Retrieved from http://online.wsj.com/article/SB10000872396390443343704577553270169103822.html
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