It’s crunch time for Oscars voting, and Focus Features is one of many film studios using social data and analytics to woo Academy members on Twitter and Facebook.
The studio’s biopic about renowned physicist Stephen Hawking, “The Theory of Everything” has been nominated for Best Picture this year, and before the voting for nominated films and individuals closes February 17, Focus and other production companies are taking the classic For Your Consideration print ad and aiming narrowly targeted messages to Academy members and their social networks.
They do it by proxy. Germany-based Moviepilot, which collects data on movie fans, for the first time this year built models based on demographic and geographic data known about the approximately 6,000 Academy members. They know via a 2012 LA Times study, for instance, that members are primarily white males over the age of 50.
Source:: AdAge – Digital