WISEWINDOW PROVIDES ADVANCED WEB MEASUREMENT TECHNOLOGY FOR NEW BOXOFFICE.COM WEBWATCH

Measures Online Movie Buzz to Project Rankings
and Earnings and Provide Actionable Decision Support

Irvine and Hollywood, Calif., June 24th, 2010 – WiseWindow, creators of Mass Opinion Business Intelligence (MOBI), the first web measurement tool able to convert the millions of unsolicited opinions expressed each day on the web into actionable business data, announced today that it is providing the “measurement engine” for the new BoxOffice.com WebWatch™. WebWatch™ provides the film industry’s first in-depth analysis of millions of daily opinions expressed online about movies and translates those opinions, via MOBI, into both useful public data posted on the BoxOffice.com website and a huge range of more in-depth reports provided to subscribing film industry members. These reports include information never before available to industry executives – like total share-of-opinion as compared to other films, a metric that has been shown to correlate to share-of-market and box office earnings.

Reports such as Most Discussed Films, Most Viewed Trailers and Facebook and Twitter Indices can help film industry professionals, including producers, studios, filmmakers, distributors and theater owners, project attendance and earnings, determine the effectiveness of marketing and trailers, and gain insight into audience views on a broad range of topics including lead actors, plot and special effects. In some cases, the reports can even provide actionable data on the impact a movie has on an advertiser or product sponsor; for example, a heartwarming movie about a dog and its family might have an impact on the brand of dog food that is used in the movie.

The current ranking of the Most Discussed Films this week shows that the Iron Man 2 and A Nightmare on Elm Street scored the highest positive buzz rates of movies now playing. Those scores correlate to box office returns as those movies ranked numbers 1 and 2 in current box office earnings.

Most Discussed Films
Film Positive Buzz Negative Buzz
1 Iron Man 2 50.5% 6.9%
2 The Twilight Saga: Eclipse 52.4% 14.5%
3 A Nightmare on Elm Street (2010) 51.2% 11.7%
4 Kick-Ass 60.8% 6.2%
5 The Last Airbender 33.9% 18.1%

According to Marshall Toplansky, president of Wise Window, “Working with BoxOffice.com on this game-changing tool has been exciting in many ways. While MOBI works for any company in any field, film is a particular test because it’s such a fast-moving industry. Each film has a very short window in which to succeed. The information MOBI can provide to distributors and other film executives real time via WebWatch™ can help companies make changes to products and promotion on the fly in order to affect the outcome. And because many of the reports are predictive, WebWatch™ can also help with planning for future films.”

Mass Opinion Business Intelligence was developed by some of the leading technologists in pattern recognition, web crawling and cloud computing. It is based on four patents which take web measurement far beyond the traditional use of keywords that superimpose the measurer’s viewpoint on the outcome, to literally “discover” what people think and feel and what they are discussing. A recent comparison of carefully selected keyword search to the MOBI discovery process showed that the keywords only uncovered 7 percent of the total information found by MOBI. Moreover, MOBI is the first technology to actually produce actionable, predictive data and produce reports that can be put to use in real time.

According to Peter Cane, publisher of BOXOFFICE Media, which owns and operates BoxOffice.com, “Just as it always has, opinion counts the most in the success of films. And today, opinions are measured in the millions. People in our industry know about “Twitter bombs,” movies that have been predicted to succeed by traditional market research, only to be negatively affected the first weekend by thousands of negative opinions expressed to millions of people. WEBWATCH can help film professionals get their arms around this huge, vocal public and know well in advance what they’re thinking. It can help executives track everything from what people are saying about the trailers to what they want in a film. We can break down analyses by individual dimensions like just the actors or just the director. It really is a paradigm shift in film analysis.”

Basic analyses of Most Discussed Films, Most Viewed Trailers, Facebook Index and Twitter Index are continuously available on BoxOffice.com. Interested industry professionals can view the range of available subscription reports, starting at only $10 per month, at https://www.boxoffice.com/statistics/signup or by calling (310) 876-9090.

About BoxOffice.com

BoxOffice.com is the premiere website for the business of movies, with the web’s most comprehensive database of box office numbers, news and analysis of the US and international film industries. BoxOffice.com is also the exclusive home of WebWatch™, which tracks millions of web-based movie opinions in real time. BoxOffice.com is owned and operated by BOXOFFICE Media, which publishes BOXOFFICE Magazine, the legendary publication serving the theatrical film community for 90 years and counting.


About WiseWindow
WiseWindow provides a new generation of web measurement technology that goes far beyond traditional keyword searches to mine and analyze the millions of opinions expressed in social media each day, identify only those that relate to a given company or product, and refine those opinions into actionable reports. The measurement, called Mass Opinion Business Intelligence (MOBI), was developed by some of the industry’s leading experts in web measurement, cloud computing and market research and can discover things like total share of opinion and how it correlates with share of market. More information can be found at www.wisewindow.com.