Simmons Market Research and OTX Join Forces to Create A Revolutionary Movie Industry Research Product: Movie BehaviorGraphicsTM
Now Tracking Movie-Goer Consumer Behavior Goes Far Beyond Simple Demographics
New York, NY. and Culver City, CA. – June 16, 2005 – Simmons Market Research Bureau, the oldest and most respected authority on the behavior of the American consumer, and OTX, one of the world’s leading online market research companies, have joined forces to create a new way to track consumer behavior in the movie business. The new service, called Movie BehaviorGraphicsTM, creates a link between OTX’s “Movie Dailies,” the most accurate awareness and interest tracker in the motion picture business today, and the Simmons National Consumer Study (NCS), which includes everything from the products people buy and the brands they prefer, to their lifestyles, attitudes and media preferences.
“When the stakes are as high as they are today, with every studio fighting for every last movie-goer, and when a film must make its opening weekend successful in order to ensure the success of its ancillary markets, one can’t simply rely on the old way of doing things,” said Shelley Zalis, Founder and CEO, OTX. “Not only will this added value help the studios more accurately target their core consumers, it will also allow OTX tracking—already the most predictive tracker in the industry—to become ever more predictive of opening weekend Box-office.”
Bill Livek, Co-CEO for Simmons, said, “By aligning ourselves with OTX and their Movie Dailies Tracking service, Simmons gains important ongoing behavioral information on movie-going consumers, which it can then seamlessly integrate with the Simmons database to gain a complete 360 degree picture of today’s moviegoer.”
Movie BehaviorGraphicsTM includes a total of 8 behavioral segments (which accounts for over 75% of all movie-going adults) and a non-clustered group as follows:
2) Critics Darlings
4) Grand Adventurers
6) Mean Streeters
Movie BehaviorGraphicsTM is a behavioral targeting system used to identify the best prospects for a motion picture based on consumers’ “Have Seen” movie-going behavior over a recent six-month period. The system integrates the database of OTX’s Movie Dailies, which has been developed over the past three years and includes over 500 movie titles, with the Simmons NCS, which is conducted semi-annually among a total sample of 25,000 consumers ages 18 years and over. The linkage allows for the creation of a multi-segment cluster system that classifies consumers into distinct groups based upon their movie viewing behavior.
“Movie BehaviorGraphicsTM will allow the motion picture executive to look at movie awareness, interest and choice data by more meaningful consumer segments beyond just age and sex demographics,” added Bruce Friend, Executive VP and Managing Director for OTX’s Media and Entertainment Insights Group. “It will also give executives access to the wealth of Simmons consumer data and the ability to completely profile the movie-going population based upon their interest in specific films. Studios will be able to tell what products movie-goers buy, where they buy them, perceptions of product placements, media channels they use, etc.–all based on their interest in specific film types.”
For more information about Movie BehaviorGraphicsTM, please contact Evan Goldfarb, EVP Simmons, at (269) 857-1335 or Bruce Friend, EVP OTX, at (310) 736-3456.
About Simmons Market Research Bureau
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products they buy and the brands they prefer, to their Internet shopping behaviors, attitudes, lifestyles and the media advertisers that target them. Using statistically project-able samples, Simmons measures over 30,000 American consumers each year. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company.
About OTX, Inc.
OTX offers a unique blend of high-tech Internet expertise combined with extensive experience in traditional marketing and advertising research.
OTX has built a portfolio of state-of-the-art, proprietary research tools and services that maximize the tremendous power and flexibility of the Internet. And, they’ve devised new methods for conducting studies that make surveys more engaging, increase respondent satisfaction and improve cooperation rates, thus lowering research costs.
OTX combines technological strength with the strategic insight that turns survey results into a competitive advantage. The result? Blue-chip companies within the marketing, advertising and entertainment industries have trusted OTX to deliver the kinds of insights they need to address today’s business challenges.