幕后揭秘：如何通过情绪测量提升娱乐产业成功率

AffectivaFacial Coding Technology that measures pre-conscious emotional responses tocontent derived from humanparticipants’ facial expressions. This helps understand if an audienceis engaged and what they are feeling. Table of Contents How 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 theEntertainment Industry In today's ever-evolving entertainmentlandscape, the importance of compellingcontent cannot be overstated. In 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 heartwarming comedy, the power of emotion — when done successfully —can forge connections with viewers and transform passive consumption into activeengagement. Successful content connects 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, How can measuring emotions help optimize the playability and marketability oftrailers, TV programs, and movies to drive greater success? Affectiva’s Facial Coding gives deep insights intounderstanding audiences' reactions to content viapeople's 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 used to testentertainment content, and the type of insightsour technology can provide when it comes totesting trailers, TV episodes and films. The Power of Great Content Measuring emotional insights contributes to optimizing the viewerexperience of the content itself (movies, TV episodes) as well aseffectively marketing that content (trailers or ads). It’s important to optimize both and recognize that marketing plays asignificant role in 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, there’s a strong benefit to ensure marketing trailers arestrong. Trailers with a strongpositive emotionalconnection contributeto much strongerBox Office sales! A movie with an average budget of $91M, is associatedwith an increase of +$39.7M inBox OfficeSales when the trailer has a stronger positive emotionalconnection (top 25% Valence) vs. one that doesn’t(bottom 25% Valence). (Based on 119 cases from Affectiva’s Affdex databaseof movie trailers and IMDb global box office sales) AFFECTIVA | 07 What Drives StrongEntertainment Content What has Affectiva learned fromtesting thousands of entertainmentvideos across many different genres? Overall, successful entertainment videos... Show the role of differentcharacters/scenes and tensionsbetween them Get the emotion right for thegenre and narrative Have endings that leave viewersfeeling the way that’s intended(varies by content / objective) Facial Coding ShowsHow Success Variesby Genre Affectiva’s researchreveals 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. Suspense and horror filmsemphasize brow furrows,fear, and anger, while alsoincorporating surprise,sadness, and confusion. Ready, Set, Action:Case Examples 12 | AFFECTIVA Case #1:James Bond “No Time to Die” Trailer Our first case takes us into the high-octane world of James Bond with"NoTime to Die." Through Affectiva's 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 raises) —such as the new “00” and Bond’s encounter with Madeleine. Thisemotional journey not only kept viewers captivated but also ensuredsustained interest during crucial moments, such as the revelation ofthe trailer's name. The trailereffectivelycombineshumor andtension,and endswith a bigpay-offof Bondaction. Case #2:In-Venue Testing in Movie Theaters In contrast — let’s look at a case of a full-length suspense/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”/