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Hitwise Intelligence - Bill Tancer - North America

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Cars, X-Men and Omen Top Movie Searches

June 14, 2006

As the summer movie season heats up, I have yet another application for Hitwise Search Term Analysis. In this case, we've charted the volume of searches on the top five movies per Exhibitor Relations. Those top 5 and their box office take are listed below:

Cars The Movie $60.1M
The Break-up $20.3M
X-Men $16.1M
The Omen $16.0M
Davinci Code $10.4M

Now let's examine what Hitwise Search Term Analysis shows us for those same movie titles charted as volume of search queries:

movie 61006.png

There appears to be a very tight correlation between search term data and box office take with one exception, "The Break-up." Based on demographic data, and the fact that the other movie sites tend to skew male, I think we've identified another male/female phenomenon, and that is that males are more likely to visit movie sites than females, and therefore, when judging the box office popularity of movies based on search data, movies appealing primarily to women should be weighted up.

Posted by Bill Tancer at 05:00 PM | (0) | (0)