1. 2012
ANALYSIS
©2012 Networked Insights Data | Page 1

2. ABOUT
The winter movie season is in full swing and with a full slate of exciting films enticing
audiences to leave the warm confines of their living rooms, Networked Insights analysts
decided to explore conversations across the social web to see how audiences were
receiving each movie.
Using SocialSense, our marketing decisions platform, analysts were able to dive into fan
conversations to:
Discover unique conversation themes
Compare performance between films
Evaluate celebrity influence
Identify audience insights
Moviegoers are using social technologies to discuss films more than ever. Progressive
organizations are using real-time data as an indicator of how well marketing is connecting
with audiences and driving desired behavior. The analysis included in this report offers a
snapshot of how moviegoers are behaving and provides insight about what’s driving
engagement.
©2012 Networked Insights Data | Page 2

3. SOCIAL
Network Insights analyzed seven of this season’s holiday films to contrast audience
segments and evaluate how fans of different genres were behaving in conversations
online.
While evaluating box office potential and marketing performance is not as simple as a
single metric, the social index is an easy way to compare films.
The social index shows a clear frontrunner for film fans. Only time will tell if this translates
to ticket sales. What we know now is Les Misérables is winning the race when it comes to 2012 HOLIDAY FILMS SOCIAL INDEX
share of voice.
Les Misérables 236
Django Unchained 93
Zero Dark Thirty 86
Jack Reacher 67
This is 40 60
Parental Guidance 27
The Guilt Trip 23
Networked Insights Social Index : A comparative measure of a topic (e.g., Film, Celebrity, etc.) relative to its peer group (e.g., all holiday wide
releases) which combines the volume of the conversation, viewer sentiment, and the acceleration of the conversation. The SI normalizes each
factor and combines them so that the “average” show receives a SI = 100.
©2012 Networked Insights Data | Page 3

4. Networked Insights Social Index : A comparative measure of a topic (e.g., Film, Celebrity, Conversation Call-outs: Providing context behind
etc.) relative to its peer group (e.g., all holiday wide releases) which combines the volume of spikes in conversation for comparative films informs
the conversation, viewer sentiment, and the acceleration of the conversation. The SI what kind of media spend creates the best sustained
normalizes each factor and combines them so that the “average” show receives a SI = 100. or increasing conversation with viewers.
SOCIAL INDEX
Les Misérables 236
PERFOMANCE COMPARISON LES MISÉRABLES A. (2/26/12) – Titanic 3D sweepstakes announced for a trip
C Les Misérables
32% 62% to the London premiere
Performance Comparison: 20,000 A
TITANIC 3D Les Misérables has a built-in
15,000 B
Modeling how similar films 24% 72% B. (11/26-11/27/12) – Les Misérables South Korean and fanbase, creating a strong
10,000 Tokyo premieres amount of social buzz, namely
perform during the same point in 5,000
ROCK OF AGES
20% 75% with women over 25.
their lifecycle allows for easy 0 ANNA KARENINA C. (12/5/12) – Les Misérables world premiere (London)
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 The audiences driving the
benchmarking. 37% 58%
conversation for Les Misérables
are the musical/performance
CONVERSATION DRIVERS LES MISÉRABLES STAR POWER lovers. These are the same people
32% 62%
Conversation Drivers: Identifying
828 Star Power: Using the Social
that enjoy programs like The
ANNE HATHAWAY ANNE HATHAWAY Voice, American Idol, Mamma
what talent is positively 20,000
Index to rank the talent
356
20% 88% Mia, Dreamgirls, Hairspray, and
15,000
contributing to increasing HUGH JACKMAN HUGH JACKMAN Rent. associated with a film, Star
226
10,000 20% 75%
film-related conversation validates 5,000 AMANDA SEYFRIED AMANDA SEYFRIED Power informs marketing
talent-related decisions and 37% 58%
identifies potential “dark horse”
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
HELENA BONHAM
CARTER 37% 58%
HELENA BONHAM
CARTER 173 decisions around a film’s
supporting creative.
celebrities.
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Favorite Over 25
Trailer looks Musicals Audience Quadrants: Using
5% 1% amazing
22% user-disclosed data and
1% 10%
11% 14% Males Females site-level demographics
4% World premiere
6%
10%
6% Red Carpet conversations are aligned to
10% industry-standard audience
Screener
reviews
Under 25 quadrants to identify viewer
resonance and growth
opportunities.
Where Conversations Occur: Discover Conversation Visualization: Advanced clustering technology we call
opportunities for optimizing localized media & “Doppler,” extracts the key sub-themes expressed in the content
campaign activation using unique audience analyzed. Themes lead to recommendations on ways to optimize
geo-data down to the DMA level. marketing content and decisions.
©2012 Networked Insights Data | Page 4

5. SOCIAL INDEX
Les Misérables 236
PERFORMANCE COMPARISON LES MISÉRABLES A. (2/26/12) – Titanic 3D sweepstakes announced for a trip
C Les Misérables
20,000 32% 62% to the London premiere
A
15,000 TITANIC 3D Les Misérables has a built-in
B 24% 72% B. (11/26-11/27/12) – Les Misérables South Korean and fanbase, creating a strong
10,000 Tokyo premieres amount of social buzz, namely
ROCK OF AGES
5,000 20% 75% with women over 25.
0 ANNA KARENINA C. (12/5/12) – Les Misérables world premiere (London)
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 37% 58% The audiences driving the
conversation for Les Misérables
are the musical/performance
CONVERSATION DRIVERS LES MISÉRABLES STAR POWER lovers. These are the same people
32% 62%
828
that enjoy programs like The
ANNE HATHAWAY ANNE HATHAWAY Voice, American Idol, Mamma
20,000
356
20% 88% Mia, Dreamgirls, Hairspray, and
15,000 HUGH JACKMAN HUGH JACKMAN Rent.
226
10,000 20% 75%
5,000 AMANDA SEYFRIED AMANDA SEYFRIED
37% 58%
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29
HELENA BONHAM
CARTER 37% 58%
HELENA BONHAM
CARTER 173
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Favorite Over 25
Trailer looks Musicals
5% 1% amazing
22%
1% 10%
11% 14% Males Females
4% World premiere
6% 6% Red Carpet
10%
10%
Screener
reviews
©2012 Networked Insights Data | Page 5 Under 25

6. SOCIAL INDEX
Django Unchained 093
PERFORMANCE COMPARISON DJANGO A. (9/8/12) – Argo at the Toronto film fest
A C Django Unchained
2,000 20% 75%
B Django Unchained is highly
1,500 ARGO
38% 57% B. (4/18/12) – Moonrise Kingdom releases in-depth anticipated among males and
1,000 character posters females of all ages.
FLIGHT
500 50% 48%
0 MOONRISE KINGDOM C. (12/12/12) – Django New York screening Recently John Legend went to a
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 17% 82% pre-screening, expressed his
excitement for the film and
hearing his music featured in the
CONVERSATION DRIVERS DJANGO STAR POWER movie. This drew a lot of
20% 75%
20,000 JAMIE FOXX JAMIE FOXX 848 conversation as fans retweeted
Legend on Twitter.
337
10% 85%
15,000 LEONARDO DICAPRIO LEONARDO DICAPRIO The NYC premiere is also driving a
279
10,000 21% 74%
lot of the conversation and
5,000 SAMUEL L. JACKSON SAMUEL L. JACKSON spreading positive
9% 84%
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 KERRY WASHINGTON
18% 77%
KERRY WASHINGTON 209 word-of-mouth across social.
Fans of Django also enjoy action
drama TV shows like True Blood
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS and Dexter and movies such as
Quentin Over 25 Kill Bill and True Grit.
Samuel L.
Jackson Tarantino
2% 2%
21% 35%
22% Males Females
Django is part
2%
12% 12% of a trilogy
6% Early
What other Reviews
western films to
watch Under 25
©2012 Networked Insights Data | Page 6

7. SOCIAL INDEX
Zero Dark Thirty 086
PERFORMANCE COMPARISON ZERO DARK THIRTY A. (1/21/12) – New exclusive Safe House trailer is shared
B Zero Dark Thirty
12,000 19% 80% frequently on Twitter
10,000 SAFE HOUSE The highly controversial film is
8,000 A C 11% 86% B. (1/22/12) – Safe House releases new promotional getting a lot of praise from
6,000 clip and images audiences with the two power
4,000 ARGO
2,000 38% 57% players being director Kathryn
0 LINCOLN C. (12/10/12) – Zero Dark Thirty held LA premiere Bigelow and actress Jessica
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 14% 83% Chastain.
Both Bigelow and Chastain are
CONVERSATION DRIVERS ZERO DARK THIRTY STAR POWER receiving award buzz
19% 80%
6,000 JESSICA CHASTAIN JESSICA CHASTAIN 141 contributing to an increase in
social volume.
119
17% 79%
5,000
4,000 KATHRYN BIGELOW KATHRYN BIGELOW While Zero Dark Thirty is only
67
3,000 31% 60% opening on a limited number of
2,000 MARK BOAL MARK BOAL screens, the realism of the
1,000 38% 54%
67
storyline is very appealing to fans.
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 TAYLOR KINNEY TAYLOR KINNEY
21% 72% With positive word of mouth and
second wave of industry award
marketing, this film could enjoy a
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS long lifecycle.
Speculation Over 25
& spoilers
4% Debating Obama’s
Foreign Policy
7% 15% 22%
19% Males Females
11% 19%
4% Discussing the
Watching depiction of torture
trailers in the film
©2012 Networked Insights Data | Page 7 Under 25

8. SOCIAL INDEX
Jack Reacher 067
PERFORMANCE COMPARISON JACK REACHER A. (9/5/12) – Internet trailer for Taken 2 hits YouTube
7,000 A C Jack Reacher
19% 75%
6,000 B
5,000 TAKEN 2 Tom Cruise is the primary force
4,000 9% 86% B. (12/7/12) – Early reviews of Taken 2 and Jack Reacher behind Jack Reacher
3,000 ALEX CROSS conversations – both negative
2,000 25% 69% and positive, as he’s a polarizing
1,000 figure with few who feel neutral
0 MAN ON A LEDGE C. (12/10/12) – Jack Reacher’s London premiere
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 8% 91% about him.
A significant portion of the
CONVERSATION DRIVERS JACK REACHER STAR POWER conversation stems from older
19% 75%
8,000 TOM CRUISE TOM CRUISE 1271 women who are fans of Tom
Cruise.
77
14% 79%
6,000 ROBERT DUVALL ROBERT DUVALL There is a lot of speculation and
71
4,000 12% 80% negativity with the casting of this
2,000 LEE CHILD LEE CHILD movie with many criticizing the
25% 61%
67
director for casting Cruise to play
0 the role of Reacher.
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 DAVID OYELOWO DAVID OYELOWO
40% 58%
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Over 25
Speculation Werner Herzog
& spoilers cast as the villain
22% 30%
Jack Reacher vs.
15% James Bond Males Females
11%
22%
Watched Packaged
the trailer with Skyfall
©2012 Networked Insights Data | Page 8 Under 25

9. SOCIAL INDEX
This is 40 060
PERFORMANCE COMPARISON THIS IS 40 A. (11/30/12) – Variety’s review of This is 40
2,500 B This is 40
40% 55%
2,000 THE FIVE YEAR The audience for this film is
A ENGAGEMENT
1,500 C 7% 93% B. (6/1/12) – Mila Kunis and Mark Wahlberg are skewed towards an older
1,000 WANDERLUST heavily promoted as casted in Ted demographic. Often, Judd
500 16% 83% Apatow fans and fans of R-rated
0 C. (2/10/12) – Early reviews of Wanderlust are comedies like Knocked Up, The
TED
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 14% 84% shared Change-Up, Bridesmaids tend to
be over 30.
CONVERSATION DRIVERS THIS IS 40 STAR POWER The promotional clip released by
40% 55%
8,000 MEGAN FOX MEGAN FOX 714 the studio featuring Megan Fox in
a bikini is resonating with fans as
164
7% 90% they continue to rave about her
6,000 LENA DUNHAM PAUL RUDD physical appeal, especially
105
4,000 18% 70% post-baby.
2,000 PAUL RUDD JASON SEGEL
32% 62%
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 JASON SEGEL
37% 58%
LENA DUNHAM 92 The humor of the trailer and
promotional material is
resonating with fans of This is 40.
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Over 25
Megan Fox
38%
14%
10%
14% 19% Males Females
Saw the poster Talking about
/trailer the Soundtrack
5%
©2012 Networked Insights Data | Page 9 Under 25

10. SOCIAL INDEX
Parental Guidance 027
PERFORMANCE COMPARISON C PARENTAL GUIDANCE A. (11/7/12) – Playing for Keeps preview gets
2,000 Parental Guidance
B 19% 78% Gerard Butler fans excited
1,500 PLAYING FOR KEEPS Not surprisingly, Parental
31% 66% B. (9/27/12) – Here Comes the Boom trailer Guidance demonstrates strong
1,000 A
HERE COMES is released appeal with women.
500 THE BOOM
9% 66%
WHAT TO EXPECT They are looking forward to
0 WHEN YOU’RE C. (5/8/12) – People checking into What to
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 EXPECTING 8% 92% Expect on GetGlue seeing both Billy Crystal and
Bette Midler return to the big
screen.
CONVERSATION DRIVERS PARENTAL GUIDANCE STAR POWER
19% 78%
117
Fans think the movie looks “fun”
BILLY CRYSTAL BILLY CRYSTAL and “hilarious.”
1,500
91
19% 72%
1,000 BETTE MIDLER BETTE MIDLER These are the same fans of TV
65
18% 57% shows like Glee and The Chew
500 MARISA TOMEI MARISA TOMEI and movies like What to Expect
28% 64%
58
When You’re Expecting and Hope
0 Springs.
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 TOM EVERETT SCOTT TOM EVERETT
32% 65% SCOTT
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Billy Crystal Over 25
22%
32%
14% 22% Males Females
Bette
10% Midler
Parenting
stories and tips
©2012 Networked Insights Data | Page 10 Under 25

11. SOCIAL INDEX
The Guilt Trip 023
PERFORMANCE COMPARISON THE GUILT TRIP A. (7/10/12) – The Campaign movie posters
2,500 C The Guilt Trip
29% 68% are released
2,000 SEEKING A FRIEND FOR The Guilt Trip is seeing strong
B THE END OF THE WORLD
1,500 4% 92% B. (7/23/12) – Meryl Streep is interviewed about positives with very little negative
A conversation.
1,000 HOPE SPRINGS starring in Hope Springs
500 37% 62%
0 C. (7/30/12) – The Campaign does a fake debate With pre-screenings in full force,
THE CAMPAIGN
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 3% 92% with the cast at a hockey rink in Toronto positive word-of-mouth is
spreading in social.
CONVERSATION DRIVERS THE GUILT TRIP STAR POWER Fans are excited to see the pairing
29% 68%
2,500 BARBRA STREISAND BARBRA STREISAND 117 of Seth Rogen and Barbra
Streisand, many often using their
112
23% 74%
2,000 Twitter handles – both of which
SETH ROGEN SETH ROGEN are active in social.
1,500
101
36% 61%
1,000
ADAM SCOTT ADAM SCOTT
500 29% 67%
0
Day 1 Day 5 Day 9 Day 13 Day 17 Day 21 Day 25 Day 29 YVONNE STRAHOVSKI
25% 69%
YVONNE STRAHOVSKI 67
WHERE CONVERSATIONS OCCUR CONVERSATION VISUALIZATION AUDIENCE QUADRANTS
Over 25
Seth
Rogen
22% Watched the
25% trailer
17% Males Females
22%
9% Fans of the TV show
Chuck discussing Yvonne
Barbra
Streisand Under 25
©2012 Networked Insights Data | Page 11

12. QUESTIONS
Interested in learning how to start translating real-time insights into action?
Contact us at hello@networkedinsights.com or 646-545-3900
About Networked Insights
Networked Insights is transforming the way companies make marketing investments by informing decisions with real-time data. Our enterprise-level analytics platform uncovers audience interests
that brands use to stay in-sync with their customers. The result is discovering the minimal effective amount of spend.
A Track Record of Innovation and Results
Fast Company – named Networked Insights one of world’s 50 “Most Innovative Companies” in 2012.
Forrester Research – in 2012 declared Networked Insights as “unrivaled in socially informed media planning and buying.”
Serving Customer Needs
Networked Insights helps brands across the entire media and entertainment industry, including film, TV, and celebrity. Networks, brands, and advertising agencies rely on us to inform and engage
upon marketing opportunities by using real-time consumer insights.
Our Marketing Decisions Platform
Networked Insights uses SocialSense, a real-time analytics platform, to power technology and value added services that help marketers make better business decisions. NI’s platform supports
marketing in three ways. Visit www.networkedinsights.com for more information.
©2012 Networked Insights Data | Page 12