|
| Moviegoers
are presented with the movie concept (the synopsis) in a competitive
context (3 movies playing at this point in time in local theaters)
and are asked to rate it using our Behavior Prediction Inventory™,
one of the many Copernican intellectual
properties that differentiate our work. Those ratings, converted
into estimates of real world behavior, and the movie studio's marketing
plans are fed into the Copernican Discovery™ Simulated Test Marketing
Model in order to forecast box office sales for the "Spiderman II"
concept. |
|
Forecasted Performance |
|
| % of the
Target that Will See Movie |
41% |
| Estimated
# of Tickets per Viewer |
1.07 |
| Domestic
Revenues |
$335 MM
|
| Costs (Production
and Marketing) |
$200 MM
|
| Domestic
Profits (or Losses) |
$135 MM
|
The Copernican Approach to
Product/Service Development & Pricing:
A Financially Optimal Movie Concept
|
 |
| Nine different factors are then experimentally researched and manipulated in order to explore approximately 1,200,000 movie configurations. An optimization model is employed to identify and describe the one which is forecast to be most profitable. |
| Level
of Each Factor Tested |
The
Optimal Concept for "Spiderman II" |
| Factor 1
- Title |
The Revenge of Doc Ock
|
| Factor 2
- Story Opening |
Spiderman fighting crime
|
| Factor 3
- Story Middle |
Doc Ock kidnapping Mary Jane
|
| Factor 4
- Story Ending |
Doc Ock and Spideman battle
|
| Factor 5
- Director |
Wolfgang Peterson
|
| Factor 6
- Screenwriter |
Carl Hiaasen
|
| Factor 7
- Leading Actors |
Tobey Maquire & Katie Holmes
|
| Factor 8
- Supporting Actors |
William Macy & Kelly Preston
|
| Factor 9
- Special Effects |
Over the Top
|
| Forecasted
Performance |
RESULTS
|
| % of The
Target That Will See Movie |
74%* |
| Estimated
# of Tickets per Viewer |
1.85 |
| Domestic
Revenues |
$405 MM*
|
| Costs (Production
and Marketing) |
$200 MM
|
| Domestic
Profits (or losses) |
$205 MM
|
| *Forecasted box office records. |
Back
to Marketing Strategy Development
|
Copernicus®