Heroism Is the Dominant Subconscious Motivation in the Hollywood Summer Releases

quotMyquot tech company RMT and Friends Consulting Group industry veteran Bruce Friendamp8217s new company have teamed up to see if we can help film producers studios and their agencies be even more effective in reaching the right film audiences at the right time Weamp8216ve done this by using RMTamp8217s thirdparty validated DriverTag technology We started with the summer releases and did a complete DriverTag psychological analysis of each film based on its trailers With RMT partner Semasio a leading global ad targeting solutions provider of high performance custom audience segments weamp8217ve created a resonant programmatic audience of US prospects for each summer movie based on the digital content these people consume their dominant subconscious Motivations and their frequent visitation of movierelated sites videogames and appsThese are the same kinds of advanced audiences which Neustar found increased the incremental sales of a major retail chain 95 According to Simmons the RMT system ought to produce results in the entertainment vertical 26 times as powerful as in retail chain advertising RMT Semasio Motivation audiences are fully integrated with all leading DSPs SSPs and DMPs The best way to find out more about the DriverTags product is to contact me bharveyrmtsolutionsWe studied 21 theatrical features launching this summer HeroismLeadership is one of the 15 Motivations in the RMT system and more of these 21 films had this as the highest scoring Motivation than any other MotivationThe actual Motivation scores for HeroismLeadership among the 13 films where this was the highest scoring Motivation varied from a high of 389 to a low of 167 After the summer it will be interesting to compare these scores with the boxoffice results A recent analysis by the Advertising Research Foundation ARF Cognition Council found that RMT Motivations predict 48 of CPG sales resultsThe advanced audiences weamp8217ve created for each of these 21 movies does not just reflect the top Motivation conveyed by the film but weights together the contentamp8217s outstanding highestscoring Motivations For example Movie M hits 457 on Competency and also ties several other movies that have their highest score on HeroismLeadership of 389 and scores over the benchmark 20 which RMT has identified as the dividing line between hits and misses for a total of 10 Motivations If one calculates a Gross Motivation Points GMP metric by adding up the 15 scores Movie Mamp8217s GMP equals 3798 second highest in GMP to Movie R which achieves 4333 GMP and is above a 20 Motivation score for 11 of the 15 Motivations Conceivably these two movies are headed for success although a lot depends on marketing which is why weamp8217ve created these advanced audiences targeted to people whose personal motivations as demonstrated by the content they consume are most likely to love that specific movie and to recommend it most enthusiasticallyIf you look up or contact me for the data for your movie we will of course share the data for your movie by name not by the anonymized method we are using here to protect the innocent Our objective is to collaborate with as many of you as possible to objectively test this methodAt the other end of the GMP distribution Movie H achieves a GMP of 294 and does not exceed the 20 benchmark for any Motivation This movie and Movies G L N and T all have GMPs of 100 or below and no Motivation score above 20 However by exceptional marketing even these movies can return the investments made in them Now is the time to maximize the Want To See of your summer movies by reaching the people who resonate with the Motivations upon which your movie restsIn offering to partner with collaborators on this test to see if the RMT Semasio method really does help Hollywood the way it has been proven to help other industries by Nielsen NCS 605 Simmons Neustar and the ARF Cognition Council we have already recruited the influencer agency SocialStandard which suggests that it can determine the influencers within the RMT Semasio advanced audiences targeted to each specific summer movie The agency can then work with the studio and agency of record AOR to recruit the influencers with the largest followings and maximum Motivational resonance with the specific movieWe will track the nonconfidential results of this grand experiment with you in these columnsWhat if anything can we hypothesize based on these findings Why so much emphasis on heroism and leadership Could it have anything to do with the rampant fear dominating the environment We do appear to need heroism and leadership at times like theseWithout repeating the same analysis on previous years of summer movies itamp8217s hard to say We know that action movies are usually the main fare of summer releases Nothing is stopping us from extending the analysis backward in time except that amp8211 like all of us amp8211 RMT needs to carefully husband its resources for revenue generating activities If a collaboration group arises around this investigation such extensions of the analysis will undoubtedly figure into itA final note about altruism RMTamp8217s work with the ARF Cognition Council over the years has placed some emphasis on altruism in advertising which has been on the rise over the years largely in response to the ideals of the younger generations not yet cynicized by the powerful culture of distrust of the motives of others which has been its own form of pandemic for most of this new centuryThis new platter of summer motion pictures does not show signs of recognizing the need to reinstate altruism as a key partner of heroismleadership in helping the human race bootstrap itself back up into a winning attitude Only two of the 21 movies have Altruism scores above 20 They are two of the films with the highest GMP scores Movie M ranked second in GMP and Movie A ranked 7th of the 21 Altruism definitely weighted into the advanced audience for those movies as well as all of the motivators in which they scored above 20Subjective takeaways less reliance on formulas successful in the past build more motivations into your new content produced market directly to people who are most motivated by the things your movie subconsciously communicatesDevilamp8217s Advocate Why care about motivations Isnamp8217t the industry focused on attention instead Attention is not what changes peopleamp8217s behavior it is just what gets them to listen to and watch your ad If the ad doesnamp8217t in any way appeal to their motivations there will be no change in predisposition toward the brand nor in behavior related to the brand That amp8220change in predisposition to behavioramp8221 has another name that used to matter a lot more to wise advertising practitioners persuasion Persuasion has always been the best predictor of sales effects not attention Thatamp8217s why David Ogilvy poopooed attention and why the ARF Model places persuasion two levels higher than attention in the hierarchical ARF ModelRMT has been recommending that attention be retained and other metrics including RMT added to it in order that Impression Quality be maximally validated to cause brand sales lifts as well as increases in longterm brand equity and brand loveRMT has also recommended that the many advertisers that are inspired to help the world while they grow their brands profitably use the quotgoodnessquot motivations in their ads and brand content without getting into backing known social causes that are polarizingHere are the list of RMT Motivations on the right below The quotgoodnessquot Motivations are those in blue plus Love SelfTranscendence is also known as AltruismHere is the list of movies in our sampleAsteroid CityBarbieBlackening TheBlue BeetleBoogeyman TheEqualizer 3 TheElementalFlash TheGran TurismoHaunted MansionIndiana Jones and the Dial of DestinyInsidious The Red DoorJoy RideLast Voyage of the Demeter TheMission Impossible amp8212 Dead Reckoning Part 1No Hard FeelingsOppenheimerRuby Gillman Teenage KrakenSpiderMan Across the SpiderVerseStraysTransformers Rise of the BeastsPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Heroism Is the Dominant Subconscious Motivation in the Hollywood Summer Releases

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Bill Harvey

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