Case Study: How Private Marketplaces Based On Emotions Lead to Movie Success

While people eagerly await the 89th Academy Awards, Unruly takes a look at how studios can use private marketplaces to make their movies a smash-hit

Despite the Oscars celebrating the best of the best on the silver screen, our data has shown that movie trailers don’t always connect with viewers or drive big box office success.

So what can studios do to attract more buzz around their movie trailers? We’ve been working with a major movie studio to bring emotional intelligence to their video campaigns through our Emotional PMPs, which were launched in September.


Theatrical box office sales in the US alone have plummeted 8.8% year-over-year, showing a $1 billion loss. Generating a profit is further complicated by the short theatrical window, making it crucial to maximize opening weekend box office revenue.

To help, we recently released our Science of Sharing: Movies Promos white paper, in which we found that movie trailers and promotional videos are the fastest form of branded content. Sharing activity peaks within 24 hours of video launch.

That doesn’t leave a lot of time to get it right. To further issues, people are experiencing content shock. Every day, there are 4.75 billion pieces of content shared on Facebook and 1 million video URLs tweeted.

So how can a movie studio break through the clutter?

Here are 10 tips studios can use to outsmart the competition and utilise the science of sharing to maximize online buzz and drive sales at the box office.