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1、02|AFFECTIVABEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAffectivaFacial CodingTechnology that measures pre-conscious emotional responses tocontent derived from humanparticipants facial expressions.This helps understand if an audienceis engaged and what they are feeling.

2、AFFECTIVA|03E-BOOKTable of ContentsHow Can Measuring Emotions Help the Entertainment IndustryWhat Drives Strong Entertainment ContentReady,Set,Action:Case ExamplesHow is the Entertainment Industry Using Facial Coding?Key TakeawaysWorking with Affectiva04.08.12.18.22.26.How Can MeasuringEmotions Help

3、 theEntertainment Industry04|AFFECTIVABEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSIn the entertainment industry,emotion reigns supreme,making it critical for creators tobuild narratives that resonate deeply to captivate audiences.Whether it is a tear-jerkingdrama or a h

4、eartwarming comedy,the power of emotion when done successfully can forge connections with viewers and transform passive consumption into activeengagement.In todays ever-evolving entertainmentlandscape,the importance of compellingcontent cannot be overstated.AFFECTIVA|05E-BOOKAffectivas Facial Coding

5、 gives deep insights intounderstanding audiences reactions to content viapeoples facial expressions that are collected with theirexpressed consent.Our outputs offer unfiltered,unbiased measurement of audience engagement.In this eBook,we will show you several use casesof how Facial Coding is being us

6、ed to testentertainment content,and the type of insightsour technology can provide when it comes totesting trailers,TV episodes and films.How can measuring emotions help optimize the playability and marketability oftrailers,TV programs,and movies to drive greater success?Successful content connects

7、with the hearts and minds of audiences through the entirejourney from content marketing with trailers and ads to entertainment content to thebroader franchise experience with products and experiences all of which play a part inunlocking powerful incremental revenue streams.With all that in mind,06|A

8、FFECTIVAThe Power of Great ContentMeasuring emotional insights contributes to optimizing the viewerexperience of the content itself(movies,TV episodes)as well aseffectively marketing that content(trailers or ads).Its important to optimize both and recognize that marketing plays asignificant role in

9、driving the success of movies and TV episodes.Interestingly,Warner Brothers Discovery(WBD)shared a recent study atthe Media Insights&Engagement Conference in January 2024 whichshowed that trailers remain the most effective way to generate anaudience.So,theres a strong benefit to ensure marketing tra

10、ilers arestrong.Average Box Office(BO)byEmotional Response to Trailer050100150200Bottom 25%Top 25%Valence(Net Positivity)of Audience Facial Reaction to TrailerBox Office Sales($M)BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|07E-BOOKTrailers with a strongpositiv

11、e emotionalconnection contributeto much strongerBox Office sales!A movie with an average budget of$91M,is associatedwith an increase ofwhen the trailer has a stronger positive emotionalconnection(top 25%Valence)vs.one that doesnt(bottom 25%Valence).+$39.7M inBox OfficeSales(Based on 119 cases from A

12、ffectivas Affdex databaseof movie trailers and IMDb global box office sales)08|AFFECTIVAWhat Drives StrongEntertainment ContentBEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSUtilize emotionally engaging story arcs thatbuilds and sustains attentionCreate stronglinkage to th

13、etitle.be careful oftune-out at the end(for trailers)Build“tensions”but provides“relief”momentsShow the role of differentcharacters/scenes and tensionsbetween themGet the emotion right for the genre and narrativeHave endings that leave viewers feeling the way thats intended(varies by content/objecti

14、ve)What has Affectiva learned fromtesting thousands of entertainmentvideos across many different genres?Overall,successful entertainment videos.E-BOOKAFFECTIVA|0910|AFFECTIVAFacial Coding ShowsHow Success Variesby GenreDramaBrowFurrowSadnessAngerConfusionComedies/AnimatedFilmsSmileSentimen-talitySur

15、priseSmileDarker color:primary expression/emotion|Lighter color:secondary expression/emotion BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|11Suspense/HorrorFearAngerSadnessSurpriseBrowFurrowConfusionAction/AdventureBrow RaiseFearE-BOOKAffectivas researchreveals

16、whichemotional responsesare more importantto trigger successacross differentgenres.For instance:Comedies and animatedfilms rely heavily on elicitingsmiles.Dramas prioritize browfurrows(indicatingconcentration or tension)and sadness,with asecondary focus onconfusion to enhancetension,along with anger

17、.Suspense and horror filmsemphasize brow furrows,fear,and anger,while alsoincorporating surprise,sadness,and confusion.Ready,Set,Action:Case Examples12|AFFECTIVABEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSInitial scenes createtension(brow furrow)Comic reliefwhen Bond is

18、not recognizedEnds on a high withtrademark Bond actionshots&trailer nameTensions build with Bond andMadeleines relationship&the villain introductionSmileBrow FurrowBrow RaiseCase#1:James Bond“No Time to Die”Trailer Our first case takes us into the high-octane world of James Bond withNo Time to Die.T

19、hrough Affectivas dashboard,we observed theemotional reactions of viewers as the ad unfolded.The ad showcaseda masterful blend of both negative and positive emotions,strategicallywoven into the narrative to maintain engagement throughout.It isalso punctuated by moments of surprise(shown by brow rais

20、es)such as the new“00”and Bonds encounter with Madeleine.Thisemotional journey not only kept viewers captivated but also ensuredsustained interest during crucial moments,such as the revelation ofthe trailers name.AFFECTIVA|13E-BOOKThe trailereffectivelycombineshumor andtension,and endswith a bigpay-

21、off of Bondaction.WATCH TRAILERWatch James Bond“No Time to Die”trailer: CodingMeasuresTest MovieLong FormBenchmarkThriller/Suspense Valence-11.7-2.3-3.9Expressiveness18.816.013.7Brow Furrow0.86.57.2Brow Raise8.04.24.6Sadness8.92.92.8Smile2.46.93.6In contrast lets look at a case of a full-length susp

22、ense/thriller film tested intheatres.Overall,the story was highlyengaging and created a lot of surprise(brow raise),as intended.However,wewould have expected more“browfurrow”/tension and less“sadness”giventhe intended storyline and genre.Case#2:In-Venue Testing in Movie TheatersThis movie generates

23、a lot of surprise,butunusually low brow furrow(tension)given it is asuspense/thriller.It also had an unusually low level of emotionalpositivity,driven by sadness.14|AFFECTIVABenchmarking performance:Creative benchmark based on all US long-form creative content(134 cases)Excluding trailers.Genre benc

24、hmark based on all suspense/thriller(235 cases).Low net positivityLow brow furrowGood surpriseLow positivityBEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|15This was a very nichesuspense/thriller storywhich included verygraphic and disturbingmedical scenes Facial

25、Coding insights revealedthat this content waslikely too niche,even fora suspense/thriller.The movie builds viewer engagement in the early partsand peaks in the middle with a pivotal and shockingscene.However,engagement wanes after the idea landsand the relentless shocks wear out.Viewers may needsome

26、 periods of“relief”to improve viewability.Themovie ends with very low emotional engagement,suggesting an opportunity to explore alternate endings.E-BOOKEmotional engagementdrifts through later stagesof the movie.Once theidea and a series ofshocks have landed,viewers emotionalengagement declines.Expr

27、essiveness(Emotional Engagement)All ParticipantsDebranded Movie“It needed more of a back story.It just leftme feeling empty and unfulfilled.I wouldhave liked to see a different outcome.It leftme feeling empty.The suspense was greatbut seems way too morbid to me.”In this case,Three Pills,which usedvi

28、sceral sound effects(new soundtrack),was picked as the most emotionallypowerful edit,contributing to itbecoming an award-winning short filmat the Berlin film festival.Brow Furrow All Participants|Film 2 Original SoundtrackFilm 1 New SoundtrackAnother interesting case is when Affectiva partnered with

29、 Christian Wenger on a short,sci-fi drama,Three Pills.This presented a unique challenge as the director sought tounderstand the emotional impact of different soundtracks on viewers.The films tenseand bleak narrative aimed to evoke specific emotions,with brow furrow being the keyexpression indicating

30、 the intended tension and concentration.Case#3:“Three Pills”Award-Winning Film16|AFFECTIVAWatch Three Pills short film: soundtracks were in contention:the original subdued version and an alternative with a more visceralsound.Our brow furrow analysis revealed that the new visceral soundtrack(depicted

31、 in gray)significantlyoutperformed the original(shown in pink).This was particularly pronounced during intense moments,such asa scanner passing over the body,effectively creating the desired tension.This pivotal decision led to thecreation of the most emotionally powerful edit,propelling Three Pills

32、 to become a Berlin Award-winning film.WATCH FILMBEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSTrailer CategoryFacial ExpressionThe final case looks at the juxtaposition of blockbusters and OscarBest Picture nominees and further emphasizes the varied emotionallandscapes t

33、hese films navigate.Blockbusters,characterized by joy,smiles,surprise,and sentimentality,aim to captivate audiences withengaging characters and storytelling.In contrast,Oscar-nominated films often delve into the realm ofsadness,using brow furrow and tension to evoke deep emotionalresponses.Both are

34、successful,but they work in very different waysto emotionally engage their audiences and often represent verydifferent genres.Case#4:Blockbusters vs Oscar Nominees AFFECTIVA|17E-BOOK(Based on Affectiva movie trailers and US Oscar Best picture nominees from 2022and US Blockbusters drawn from the 10 h

35、ighest grossing movies from 2021-2022)Correspondence Analysis|Facial Expression and Movie Trailer Associations Average Box Office(BO)byEmotional Response to Trailer17%69%Oscar Best PictureNomineesUS Box OfficeBlockbustersREAD MORE ON OUR BLOGRead“Emotions everywhere,all at once?”blog:bit.ly/Affectiv

36、a-Oscars-Analysis-202318|AFFECTIVAHow is the EntertainmentIndustry Using Facial Coding?BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|19E-BOOKMeasuring Emotions helps drive viewabilityacross different content and can be usedacross several research applications Vi

37、ewing Content on Devices In-Theater Screening QualitativeEmotion AI is being used to test trailers,TV programs,movies,videos,and ads to improve the viewer experience and marketability of content.This can range from testing content on devices(laptops,tablets,phones)to in-theater screening and online

38、and in-person qualitative groups.Content applications:Entertainment Trailers,TV Programs,Films,Videos,Ads Research Applications:How Partners useAffectivas Facial Coding“Our work aims to confront the challenges faced by theentertainment industry,focusing on the need to stand out in acrowded movie mar

39、ketplace.MarketCast strategically deploys tools like Affectiva in ouriterative testing process to help determine how marketingmaterials like trailers can not only capture moviegoersattention,but how they can speak to their hearts and minds aswell.Affectivas data helps guide us in the creation of cam

40、paignsthat can resonate on these multiple levels and satisfy theaudiences cravings for an authentic,entertaining experiencefilled with compelling narratives and relatable,memorablecharacters.”20|AFFECTIVAVP Campaign Analytics,MarketCast*Kate Monninger*MarketCast offers a powerful combination of cons

41、umer research,data science,and advanced analytics tohelp marketers discover,measure,and grow fandom for brands,products,and media content.BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|21E-BOOKKeyTakeaways 22|AFFECTIVABEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT

42、SUCCESS BY MEASURING EMOTIONSWhat Can Facial Coding Teach Hollywood?AFFECTIVA|23E-BOOKMeasuring emotions brings transformative insights to Hollywood which help improveaudience attention and engagement in entertainment content that ultimatelycontribute to stronger business outcomes.Facial Coding play

43、s a powerful role in uncovering emotional insights that enable creators,producers,studios andmarketers to boost viewability and marketability of their entertainment content.Attention isimportant butemotion is keyGain and sustainattentionEmotion plays a morecritical roleGet the emotionrightTailor it

44、to the intendednarrative and message/genreDont forget the basicsIntegral role for the title/brand for trailers/adsEngage,but dontoverwhelm the viewerUtilize emotionallyengaging story arcs“Tensions”are good butneed“relief”Leave peoplewith the desirefeelingOften want a positiveresolution/feeling at th

45、eendWant to invoke thedesired response(go tothe theater,buy/view,engage with the franchiseexperience,etc)How Measuring Emotions Can HelpBoost Viewability and Marketability 24|AFFECTIVAValidate performance andbenchmark effectivenessUse Implicit Attention and EmotionalEngagement to help determinepoten

46、tial.Use country,genre,and categorynorms for benchmarking success.Assess engagement withcharacters and story flow tooptimize contentIs the emotional journey working asintended?How are viewers emotionallyengaging with different charactersand scenes?Are viewers emotionally engaged withbranding moments

47、 and cues?Optimize communicationsUtilize feedback to identifyemotionally engaging scenes andcharacters to optimize the narrative.Understand how different audiencesrespond to target communicationsmore effectively.BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSAFFECTIVA|25E-

48、BOOK26|AFFECTIVAWorkingwith AffectivaTrusted DataOur technology is used by over90%of the worlds topadvertisers,and 26%of Fortune500 companies.Actionable Guidance Multiple Creative andMarketing applications.Collaborative Approach Were a technology company;wepartner to help design,train andequip your

49、teams to generate theinsights you need.BEHIND THE SCREEN:HOW TO BOOST ENTERTAINMENT SUCCESS BY MEASURING EMOTIONSLegendTop 20 CountriesOthers14.7Mfaces90countries8Bfacial frames18 yearsof video dataAFFECTIVA|27E-BOOKWorlds Largest Proprietary Data Repository After 12 years in business,Affectiva has

50、the worlds largest data repository with over 8 billion framesanalyzed over time.This provides the foundational data for best-in-class algorithms trained on highlydiverse data in ages,gender,ethnicity and culture which allows to mitigate bias,and provide relevantcountry benchmarks for the analysis.Th

51、at is why Affectivas technology is used by 90%of the worldsbiggest advertisers to test consumer engagement with ads,videos and TV programming.Read“Unlocking Human Insights:Affectivas Journey in Data and Emotion AI”blog:bit.ly/EmotionAI-Data-J Smart Eye company,is humanizing technologyto bridge the g

52、ap between humans and machines.OurMedia Analytics division helps companies gain a deeperunderstanding of how consumers and audiences engagewith their content,products,and services through facialcoding.Our solutions are used by 26%of the FortuneGlobal 500 and 90%of the worlds largest advertisers.If you would like to see a demo of Affectivas Media Analytics solutions,please contact us today.