Audience Insights FAQs

How is an ‘active moviegoer’ defined in Audience Insights?

An active moviegoer is someone who has had at least one transaction in the last 12 months. By default, we only show active moviegoers on the Audience Insights page this makes the propensity scores and Moviegoer Value Segments more accurate since we have more data on them. Users can view their inactive moviegoers by clicking on the ‘Include Inactive Moviegoers’ toggle in the top right of the Insights page.

Can multiple users work in Audience Insights?

Audience Insights is a universal console, so information may be overwritten if multiple users work on the page at the same time. It has been designed to be used as part of the weekly content planning, and movies can be added and removed with ease.

How often is the data recalculated in Audience Insights?

We calculate the data on a daily bases to account for any new tickets sold since the last recalculation

How can I update the movies available in the Audience Insights page?

The movies and models available can be updated by you and your colleagues. Our recommendation is to curate the list every week to assist with determining the audience distribution for movies currently available. The page has an auto save and the list is persisted across all users.

Is there a limit to how many movies I can add to my Audience Insights Chart?

No, there’s no limit. However, we recommend only adding the movies ‘Now Showing’ in circuit, and ‘Coming Soon’ models.

How does Moviegoer Value Segments work with Audience Insights?

You can further segment your audience using Moviegoer Value Segments, which leverages on your moviegoers’ recency (how recently they purchased), frequency (how often they purchase) and monetary behaviour (how much they spend). The selection of Moviegoer Value Segments will be reflected in the ‘Summary to export’ section at the bottom of the page.

What if a member has seen their most likely movie available?

A member will always be placed into their most likely movie choice. If a member has already seen their ‘most likely’ movie, then they will be recycled into their next most likely movie choice.

I’m trying to search for a movie but it’s not showing, why not?

You will need to search for movies by their US movie title. We recommend that you use IMDB if you are unsure as to what the US title is for a particular movie. If it’s a domestic movie, you can find it by typing the original title.

I'm trying to search for a movie but it's showing 'Not enough movie data. Please try a more popular movie'. Why?

Some movies might show up in Movie Insights with the above message. This usually happens when either there is not enough transactional data available for that movie, or if the movie's release date was too long ago, as this could impact the effectiveness of the Propensity Algorithm™. Hence, there is a minimum attendance and minimum release date threshold which needs to be met before the Movie becomes usable in Movie Insights.

Why are there more movies available when searching for target movies than when I look for comp titles?

You are effectively looking through titles in Movio’s database when searching for a target movie. This is so you can find upcoming movies that you may not already have set in your Vista Head Office. By doing this, you can create models for movies ahead of time, allowing you to create effective presales campaigns.

How many comp titles can I add to a model?

We currently do not have a hard limit to the number of comp titles that you can add to a model. However, our Data Science team suggests the optimal number is 3. This will remove the unnecessary load on our system to compute models and will also make the audience more accurate.

What kind of individual and collective behavioral inputs does the Propensity Algorithm™ use?

Propensity uses very complex systems to determine the likelihood of someone watching a movie. A simple way to explain individual and collective behavioral inputs is:

• Sam watched The Last Jedi and Wonder Woman.
• These two movies were also watched by members who also saw Black Panther.
• Therefore, Sam is highly likely to watch Black Panther.

Propensity uses the historical data of Sam and the other members to determine the likelihood that he will watch Black Panther.

What is a model?

A model is a collection of comp title designed to represent a similar audience for a movie that has not yet been released. In other words, it creates lookalike target audiences that can be used to promote movies that are ‘Coming Soon’. It leverages Movio’s Similarity Algorithm™.

How do I know if a model was used in the Audience Insights chart?

All models have an icon located to the right of the name which helps you to identify whether it is a model or not.

How do I view which comp titles are being used in a model?

Simply hover over the ‘eye’ icon to the right of the model name. You can view the target movie, comp titles, and the date it was created.

Can I replace a model with the actual movie once I have enough transactional data?

The model can be replaced with the movie’s transactional data once your movie has moved from ‘Coming Soon’ to ‘Now Showing’, or if there is enough transactional data for that movie that is significant enough to apply our algorithms. You might see a difference in the distribution of members on the chart due to real transactional data determining audience propensity.