Latest news with #audienceintelligence
Yahoo
15-06-2025
- Entertainment
- Yahoo
Film Trailer Research Reveals 'Young Male Audience Turning To Softer Men, Stronger Women Characters'
Marketing to specific audiences continues to cost film studios and distributors millions of dollars each year, however, 'reliance on focus groups and long-held audience assumptions are outdated concepts and costing the industry millions more in lost revenue opportunities.' This is the verdict of audience intelligence platform DiO, who have spent the last two years analysing how different trailers and other screen content lands with particular audiences. More from Deadline 'Rivals' Author Jilly Cooper Gives View On Intimacy Coordinators Ahead Of Disney+ Comedy-Drama's Second Season 'Eddington' Trailer: Joaquin Phoenix Gets Into Standoff With Pedro Pascal In A24's Covid-Era Western From Filmmaker Ari Aster Netflix Unveils Trailer For Tyler Perry's 'Madea's Destination Wedding' DiO claims their analysis tools – including facial coding, biometric and cognitive data – confound traditional assumptions about audience appetites, and reveal a surprising shift in how viewers engage emotionally with what they see on screen. Their research was conducted across 37,000 consumers of content and key findings include: Younger male viewers respond more strongly to character-driven storytelling with narrative depth than to relentless, high-octane action scenes For this demographic, there is a 5% difference in immersion scores between character-driven and action-driven trailers For this same audience segment, there is a preference for female characters who are strong and independent over those who are hyper-stylised or given supporting roles DiO CEO and founder Ade Shannon said: 'This data points towards a shifting perception of masculinity and an evolving appetite for richer, more grounded storytelling.' Indie production studio True Brit recently used the data amassed by DiO to plan the marketing campaign around their title Marching Powder, specifically to pinpoint aspects of the film that would appeal to potential viewers outside its core 35+ male audience. Released in March, Marching Powder stars popular 'hardman' British actor Danny Dyer as Jack, a man arrested for fighting and drug possession during a football hooligan brawl, who is ordered by court to go to couples' therapy. True Brit shares that tweaking their campaign based on the data boosted their strong box office opening of £3.1m against a £1.6m production budget, specifically increasing its female audience to 45% without isolating their core audience. Commenting on the strategy, Chris Besseling, the studio's head of theatrical distribution, Marketing and Publicity, said: 'Using the detailed analytics provided by DiO's report, we were able to identify the specific moments, characters, lines and gags from the trailer that resonated most strongly with the two distinctly different audiences that we were targeting. This enabled us to build a tailored, two-pronged campaign with bespoke creative assets that best served the different potential audience groups.' Best of Deadline 2025 TV Series Renewals: Photo Gallery 2025 TV Cancellations: Photo Gallery 2025-26 Awards Season Calendar: Dates For Tonys, Emmys, Oscars & More
Zawya
09-05-2025
- Business
- Zawya
5 ways AI can be used in sponsorships
Mscsports believes AI has the potential to meaningfully improve how we value, plan, and deliver sponsorships. But then it must be used with intention Mscsports believes AI has the potential to meaningfully improve how we value, plan, and deliver sponsorships It is also not replacing the human element, but enhancing it. Where does AI fit in? In the sponsorship industry, we've seen more than a few trends arrive with big promises—blockchain, NFTS, the metaverse. Some shifted the landscape. Others faded into footnotes. 5 ways AI can improve sponsorships - Rethinking valuation Valuing a sponsorship has always been part science, part instinct. Benchmarking, rate cards, media equivalency, and the occasional educated guess all have their place. But AI can bring more structure to that process. By analysing historical pricing, performance, and audience data at scale, we can build models that sharpen our understanding of what rights might be worth—and why. This doesn't eliminate the need for judgment, but it gives us a stronger foundation to make the case. - Audience intelligence, upgraded AI also improves how we track and interpret fan behaviour. Social listening tools that map sentiment, engagement, and emerging trends give us a more nuanced view, not just of what fans saw, but how they responded. Layer that with audience profiling, and you move beyond demographics into something more strategic: motivations, preferences, and potential. That's where smarter sponsorship planning begins. - Creative acceleration Generative AI won't replace creative teams—but it can help them move faster. Whether it's developing initial concept routes, structuring messaging, or generating visual mock-ups, these tools offer a useful way to jumpstart the process and explore broader directions early on. It's not about shortcuts. It's about unlocking more ideas, more efficiently. - Efficiency behind the scenes Some of the most immediate gains AI brings are operational. Automated reporting, transcription, highlight clipping—these may not be the most visible wins, but they create space for teams to focus on insight and impact. In a fast-moving environment, that matters. - A Measured approach Of course, AI is only as strong as the data behind it. Incomplete or biased inputs will lead to flawed outputs. And no tool, however advanced, replaces the value of human relationships, intuition, or contextual understanding. That's not a disclaimer—it's a reminder that strategy still needs steering. A real opportunity AI isn't a revolution. But it is a real opportunity—especially for teams willing to test, learn, and adapt. It won't rewrite the playbook, but it might just help us read the game a little better.
