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Entertainment is an industry where everything revolves
around location; where do people live, where are the
local cinemas, where are the neighborhood stores
that sell movie and music titles. Understanding this
information is critical to the success of effectively
targeting sales and marketing campaigns, understanding where
to place and launch titles and what type of title sells best
when positioned against the competition. The following
scenarios provide a detailed look into how location
intelligence benefits Entertainment companies, providing
an unparalleled view into their world that helps facilitate
better, faster and more informed decision making:
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Critical to the success of any major entertainment
title, such as a motion picture or music CD, is the timing of the launch.
Company's want to time the release so that it
coincides with any major events or when it is not
competing for similar mind share from other titles in
the same market. Studios and distributors spend
considerable time and effort in trying to get this
mix just right, reviewing past performances of
similar genres and their opening days. Localligence
can help these companies better plan the release of
their titles by performing location based
comparative analyses that provide a bird's eye view
as to how a particular title might perform and the
best time and location to launch it. In the
following sample implementation a studio or
distributor can compare how a specific title (in
this case a Sci-Fi thriller, Minority Report) opened against other
types of genres, such as an animated comedy (Lilo
and Stitch). This
can help them plan the launch for a new release in
one genre that may be going up against another
release in the same or different genre.
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Entertainment
titles have specific lifecycles where they make
their way from the cinemas (as in the case of motion
pictures) to retail stores. Being able to accurately plan demand for titles
at retail is an important job as studios want to get
the right balance between having just enough
inventory to not having enough to meet demand. The
best way to see this is to view retail data and
demand spatially on a map. Using Localligence, a
studio is able to see the best areas to target advertising and marketing campaigns
that can be localized for
the demographic that lives in those areas. They can
also see day-to-day performance data and pull
product from one retailer with excess inventory to
another who is falling short. In the following
sample application sales data for a DVD can be seen
from multiple retailers helping the studios better
understand where to place inventory and where to
focus their campaigns.
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When
it comes to marketing Entertainment titles, it is important
to understand how the
title is being received. If it is not meeting
expectations, marketing may want to look at where
demand is weak and through demographic
analysis determine whether or not the title needs to
be dropped or supported by additional advertising
and marketing resources. In the following sample
application, a studio wants to see how well their
movie is performing across the top 50 market areas
in the united states. By displaying the data
spatially on a map they can see at a glance where
the movie is playing well and where it is not
performing and act accordingly.
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