As if you needed another reason to not use Bing …
Google just announced that they are now better utilizing their movie searching algorithms to enhance your film knowledge of coming attractions. It turns out that more and more people are turning towards the internet to research out the movies they are potentially interested in seeing — from 2011 to 2012, that number went up 56 percent, and it should only continue to rise as the technology for search improves. And now Google knows all about it.
After identifying key patterns of search in relation to pre-released films, Google has released a new study called “Quantifying Movie Magic With Google Search.” The study, which was released on their Adwords blog, will likely blow the doors off of some of the old manners of marketing and ad circulation. Such Google reveals include data that searches done four weeks before a film’s release have a greater correlation to sales than searches done the week of the release — as it is indicative that a movie has, well, lets call them “superfans” who are stirring the buzz and driving up film awareness. The benefit of a finding like this is it gives marketers additional time to both hone and refine their strategies and advertising before the film’s opening. Coupled with seasonality and franchise status, a film’s opening can now be predicted with 94 percent accuracy.
Additional findings show that users search for films differently during busy seasons and slow seasons. During busy seasons, users will search specific titles such as “Gatsby” or “Bikini Sex Party 7” (examples here may or may not actually exist). During slow movie periods, seekers dial in much more generic terms such as “new movies” or “movie tickets.” The more specific clicks a film gets, the higher the opening box office weekend it’s likely to get. It’s common sense, really, but Google has refined it into an exact science that can now specifically attach a number value to that buzz. According to the study, “if a film receives 250,000 search queries more than a similar film, the film with more queries is likely to perform up to $4.3M better during opening weekend.” That’s science.
Of course, the bottom line is that 48 percent of moviegoers still decide what movie they are going to watch the day they purchase their tickets, so studios or people pretending to be studios (don’t ask me why someone would pretend to be a studio — it’s a weird friggin’ world), if you take one thing away from this study, know that you should heavily advertise early, heavily advertise the day of the release and even continue to advertise even after the release. Because according to Google, this stuff matters.