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Convosphere | Monthly Digest | January 2020

  1. Spanish culture-clash comedy “Los Japón” divided audiences when it was released in Spain last year. Considering that the Japanese emperor tradition, or rather the Spanish interpretation of it, is the punchline of most of the jokes, it probably came as little surprise that viewers dubbed it tone-deaf and prejudiced. However, some jumped to its defence, encouraging critics to see the funny side. How did the Japanese react to the movie? What defined the viewers engaging in discussions about the production online? And, crucially, how could the filmmakers have benefited from audience analysis prior to and post release? Find out in our latest blog post by our Madrid-based Insight Analyst Alba Rupérez.
  2. It is the end of January which means the beginning of a New Lunar Year. However, due to the coronavirus outbreak, parts of China have been forced into lockdown. The parades, festivals and lanterns normally associated with the Lunar New Year celebrations have been replaced by empty streets. But Chinese media firm Huanxi was determined not to let the situation stop fans from enjoying its latest film. With cinemas closed to prevent the spread of the virus, the company decided to open its long-awaited comedy “Lost in Russia” online. Thanks to a collaborative effort by Huanxi and video-sharing app TikTok, audiences were able to watch the film on their smartphones on the original premiere date of 25th January.
  3. Regular readers of our Monthly Digest will recall that we were commended for our flexibility, maternity support and mixed model of working at’s Top Employer Awards last year. As a company that prides itself on its flexible working approach, we were delighted with the recognition and hope that it can inspire other employers. Click through to this recently published interview with Convopshere’s Operations Director Louise Jones, to find out why our approach to flexibility works so well.
  4. Bespoke is the new black! From curated subscription services to customised travel experiences, personalised solutions are on the rise as brands are getting creative with big data. Among the latest companies to make use of advanced technology to offer bespoke goods is L’Oréal. Earlier this month, they unveiled Perso, an AI-powered system that relies on information about customers’ likes and dislikes, skin quality and surrounding environment to develop smart beauty products. Is this new bespoke trend here to stay? And how will brands’ ability to predict customers’ preferences affect consumers expectations in the long run? Let us know what you think on our Twitter page.
  5. Making a great movie is an art, not a science. But ever since studios began test screenings back in the 1930s, filmmakers have been trying to estimate revenue potential of upcoming productions and balance their marketing spend accordingly. Nearly a century later and the process looks very different. Thanks to the new developments within social data gathering and streaming platform technology, studios are able to evaluate viewers’ reactions and predict success more easily and quickly than ever before. Find out more about Hollywood’s use of big data and audience analytics in this article, in which Convosphere’s CEO Jackie Cuyvers features as an expert.

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