Improving productivity in Hollywood with data science: Using emotional arcs of movies to drive product and service innovation in entertainment industries
Improving productivity in Hollywood with data science: Using emotional arcs of movies to drive product and service innovation in entertainment industries
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DOI：
10.1080/01605682.2019.1705194
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发表时间：
2020-02-26
影响因子：
3.6
通讯作者：
Pogrebna, Ganna
中科院分区：
文献类型：
--
作者：
Del Vecchio, Marco;Kharlamov, Alexander;Pogrebna, Ganna
提高娱乐行业的生产力是一项非常具有挑战性的任务，因为它在很大程度上取决于为消费者提供有吸引力的内容。以消费者为中心的设计（将消费者置于内容开发和制作的中心）侧重于企业如何设计准确反映消费者偏好的定制服务和产品。我们提出了一个新的框架，它允许使用数据科学来优化娱乐中的内容生成，并为电影行业测试这个框架。我们使用自然语言处理方法与计量经济学分析相结合，探讨情感是否以及在多大程度上塑造了消费者对媒体和娱乐内容的偏好，从而影响了收入流。通过分析6，174部电影剧本，我们生成了每部电影的情感轨迹。然后，我们将联合收割机获得的映射成集群，代表消费者的情感旅程的分组。然后将这些聚类插入计量经济学模型，以预测电影的整体成功参数，包括票房收入，观众满意度（通过IMDb评级捕获），奖项以及观众和评论家的评论数量。我们发现，电影中的情感弧线可以分为6个基本形状。最高的票房与洞里的人有关，其特点是情绪下降，然后是情绪上升。这种U形的情感弧线导致了经济上成功的电影，无论类型和制作预算如何。讨论了这种分析对生成点播内容和提高娱乐行业生产力的影响。
Improving productivity in the entertainment industry is a very challenging task as it heavily depends on generating attractive content for the consumers. The consumer-centric design (putting the consumers at the centre of the content development and production) focuses on ways in which businesses can design customized services and products which accurately reflect consumer preferences. We propose a new framework which allows to use data science to optimize content-generation in entertainment and test this framework for the motion picture industry. We use the natural language processing methodology combined with econometric analysis to explore whether and to what extent emotions shape consumer preferences for media and entertainment content, which, in turn, affect revenue streams. By analyzing 6,174 movie scripts, we generate the emotional trajectory of each motion picture. We then combine the obtained mappings into clusters which represent groupings of consumer emotional journeys. These clusters are then plugged into an econometric model to predict overall success parameters of the movies including box office revenues, viewer satisfaction levels (captured by IMDb ratings), awards, as well as the number of viewers' and critics' reviews. We find that emotional arcs in movies can be partitioned into 6 basic shapes. The highest box offices are associated with the Man in a Hole shape which is characterized by an emotional fall followed by an emotional rise. This U-shaped emotional arc results in financially successful movies irrespective of genre and production budget. Implications of this analysis for generating on-demand content and improving productivity in entertainment industries are discussed.