Find the Ideal Audience for Your Movie

There are two ways to use Movie Insights with Propensity, either for research/search purposes or to create an audience:

Explore

1. If you’d like to do a quick search to find the ideal audience for a target movie, click on ‘Search’ under the ‘Search for movies’ header.
   
   
   
   
2. In the pop-up page, enter your target movie. Depending on your use case this may be either:
   
   • A movie that already has transactional data because tickets are already on sale, or
   • A comp title most similar to a movie yet to be released
     
     
3. At this stage:
   • If that movie already has transactional data, you can use that single movie you chose, or
   • If it does not have transactional data yet, you can add comp titles that are similar to your target movie and/or add more movies from the 'Similar Movies' list
     
     
4. Click ‘Next’ once you have finalized your list.
   You are returned to the Movie Insights page where Movio’s Propensity Algorithm™ has been applied to show the likelihood of members to see your target movie.
   
   
5. Select which segment you’d like to target by either:
   • Clicking a shaded segment in the chart.
   • Using the selection dial in the chart to manually select your own group beyond Movio’s predesigned Audience Segments.
   • Clicking on a listed segment under ‘Moviegoer Propensity’.
     
     
6. To edit your searched movie/s, click on ‘Edit’ under ‘Searched movies’.
   
   

Create a Model

1. If you’d like to create and save a model for your target movie, click on ‘Create’.
   
   
   
   
2. In the pop-up page, name your model. For example, if you want to create an audience for Fast & Furious Presents: Hobbs & Shaw opening this weekend, consider naming your model ‘Hobbs & Shaw Opening Weekend’.
   
   
3. Enter your target movie. Usually, the target movie is not yet screening or is coming soon.
   
   
4. Add comp titles to find your look-a-like audience.
   
   
5. Click ‘Create’ to close the pop-up and view the distribution of propensity for your target movie. You can edit your model by clicking on ‘Edit’ under ‘Created model’.
   
   
6. Select which segment you’d like to target by either:
   • Clicking a shaded segment in the chart.
   • Using the selection dial in the chart to manually select your own group beyond Movio’s predesigned Audience Segments.
   • Or by clicking on a listed segment under ‘Moviegoer Propensity’.

Other Features

• Toggle on the ‘Show Unlikely Members’ button above the chart if you’d like to view those moviegoers who are unlikely to watch the target movie.
  
  
• If you have a particular number of members you’d like to target, you can drag the selection dial on the chart itself to choose how many members to target in each segment.
  
  
  
  Please keep in mind that not all the selected members may be contactable. You can find out this information by clicking on the ‘View subscription categories’ link at the bottom of the page.
  
  
• Further, segment your audience by clicking on one or more Moviegoer Value Segments from the second half of the page. You can also use the Quick Link buttons to cluster certain segments together depending on your objective. You can deselect a Moviegoer Value Segment by clicking on it again or ‘Deselect all’.
  
  
• Export your audience to either Group Builder or Campaigns:
  When exporting to campaigns, you need to add a Snapshot name and Campaign name and configure if you need an A/B test or not. Check the ‘Stay in Audience Insights’ box if you’d like to create more campaigns rather than be redirected to the campaigns page. Your campaign will still be created on the campaigns page, but you will remain in Audience Insights.

Note: When sending your campaign, for best results, use different messaging or incentives in your campaign for each segment.

• When exporting your audience to Group Builder, you can create a new group by giving it a new name, or search for an existing Group Builder group that you want to add your audience to.
  
  
• Keep in mind that this will add the exported audience into that group’s current workspace. If you decide to be redirected to Group Builder, you can view the filter with your audience added and, if a mistake was made, you can now remove this filter and can export another audience by following the same above process. Check ‘Stay in Audience Insights’ if you’d like to create more audiences/groups rather than be redirected to Group Builder. Your Group will still be exported to Group Builder, but you will remain in Audience Insights.