Case Study: a leading Hollywood studio boosts action-thriller ticket sales with Movio

Leading Studio Finds Its Action-Thriller Audience With Movio

A leading Hollywood studio faced the challenge of efficiently marketing its 2019 male-led action-thrillers. The studio wanted to move beyond traditional demographic-based segmentation, which often wasted budget on uninterested moviegoers and missed opportunities with potential fans outside the target demographic. To address this, they partnered with Vista Group's Movio and leveraged its AI-driven Propensity Algorithm to identify the most likely audience.

Using Movio's behavioral segmentation powered by ticket purchase data, the studio targeted individual moviegoers with a proven affinity for similar action movies via direct email campaigns. This approach yielded astounding results, with the targeted audience converting at an average rate of 15.5% and the "most likely" subset converting at 42.7%. The campaigns were highly efficient, generating a 38x return on ad spend across all four films and maximizing the studio's marketing investment.