Put the IVA Charts to Work for You
The weekly IVA Charts were introduced initially as a tool for our partners at the movie studios who we knew would be interested knowing how their movies were doing, as well as keeping an eye out on the competition. Tracking trailer plays is a great way to do just that. But we found ourselves using the charts to help us program VideoDetective.com and we realized that monitoring what’s on the IVA Charts can also be valuable for our clients. So we’re offering some best practices on how to put them to work at your company.
This chart presents the movies that are opening in theaters the weekend following chart publication each Wednesday. The number of titles on the chart varies from week to week depending on the number of titles slated for release, but generally there are between three and seven titles on the chart.
The titles are ranked in order of popularity based on the number of trailer plays each received in the seven days preceding publication. The chart also displays the percent of interest for each title. There are 6 titles in the chart I’m looking at for this article, and the top title holds almost 60% of the interest while the bottom title holds only 1% of the interest. In a chart from a couple of weeks ago there were three titles and the interest was split almost evenly between them.
You can review the ‘Opening This Weekend” titles you choose to feature against the titles on this chart and use the level of interest as a way of deciding what you wish to have the most prominence. And maybe you want to give that favorite underdog a boost.
This chart presents the 40 movies that have the most cumulative trailer plays prior to theatrical release. In addition to showing the ranking, this chart also indicates how many weeks trailers have been available for each title (Trailer Weeks), the number of Days to Release, and the percent increase or decrease in plays over the previous week (Week Over Week).
This chart can be a good indicator not only of how much interest the public is showing in a title, but of how much support the studio is putting behind the title. The earlier a studio puts a trailer out for a movie, and the more trailers that are made for a movie, the more opportunities the public has to learn about it. For example, Warner Bros. has had a trailer out in support of The Dark Knight Rises for 32 weeks and there are still 142 days until theatrical release. Columbia Pictures has had trailer support for The Amazing Spider-Man for 32 weeks with 125 days to go. These two titles have been at the top of our charts for months even though the week-over-week numbers dip up and down a bit. It’s pretty easy to predict that those two titles should dominate at the box office against anything else opening the same weekend.
Of course not every movie warrants the kind of financial support that A-list titles get, so the chart also reflects what’s going on with smaller budget films where the trailer comes out closer to the theatrical release date. Following the chart each week lets you see when there’s a big jump in trailer activity so that you can adjust your own editorial schedules accordingly for the future, or see how your own promotional pushes have been part of a larger marketing campaign. Sometimes the chart is just a good way to look for titles you might have overlooked, or to just generally confirm that your activities are in synch with the marketplace.
In short, the chart is a barometer of both marketing efforts and consumer interest in upcoming films. There will be times when you want to confirm that you’re not wasting energy swimming against the tide, and there will be others when focusing on something a little different might give you an edge with your group of fans. Either way, you’ve got a free resource in the 35 million trailer plays that make up the weekly activity of this chart.
You can find the weekly IVA charts at InternetVideoArchive.com or from the Media Manager dashboard. You can also sign up to get the charts each Wednesday in the Buzz newsletter.