Use of Big Data Technology in the Analysis of the Film Avatar

MGT 458: Avatar Movie: Data Project
Objective:
Big data analysis can help entertainment business decision-makers to make a better decision by identifying realistic goals, increasing productivity, and improving customer services. In this research we will be using the film "Avatar: The Way of Water" as an example to analyze how big data technology is used in the analysis of film demographics, environmental factors, and technological factors.
Background:
Avatar is the world's first film that combines 3D and IMAX. A brief introduction to the film, as a sci-fi movie, tells the story that in the future, humans fly to the distant planet Pandora to mine resources. Post the screening of the movie in many countries and the overall success of it, the second part was published this year.
Among the production models of many TV programs, it later quickly developed into a business model of Hollywood movies. It was a high concept movie with a focus to stimulate audience sensory stimulation and shock with sufficient visual appeal along with combining it with sufficient commercial motives to maximize profits, and finally use a concise main plot to ensure that the largest number of viewers can easily understand the narrative of the film.
Thus, in this proposal for this case, we will be utilizing primary and secondary resources within our methodology to better understand the extent of its reach by taking into account demographic, environmental and technological factors.
Therefore, for this research proposal we have shared an insight into the market overview by highlighting the environmental, technological, competitive and economic factors alongside with the analysis of the data sources and data sets, where we focus on the big data analysis on the second part of the Avatar series.
Market Overview:
Environmental factors:
Demographics and attitudes: The demographics of the audience who watched the original "Avatar" were diverse, with a wide range of ages and genders represented. It is likely that the demographics for "Avatar: The Way of Water" will be similar, as the film is expected to attract a broad range of viewers. James Cameron specifically designed Avatar to appeal to all demographics, including adults, families, tech enthusiasts, youths, and in particular "hardcore: Science-fiction lovers"(Pollner, n.d). Avatar ultimately seeks to convey a good message to audiences despite its violent content and strong action scenes. Avatar 2 received a 12 certificate from the British Board of Film Classification (BBFC). In North America, PG-13 certification has already been granted (Harris, 2023). Avatar is performing well across all demos due to strong word-of-mouth and excellent audience ratings, as well as good viewership among Latino, Black, and Asian viewers, who account for more than half of all domestic audiences so far (Hughes, 2022). For the attitudes of the customers, Avatar will probably elicit a range of reactions among viewers. While some people might be impressed by the story's progression and the visual effects, others might not. Additionally, it will rely on the individual's choices and viewpoints regarding the first movie, "Avatar."
Technological factors:
The internet and data change: Although recent reviews have marginally lowered the total Rotten Tomatoes score from the high 80% area to the high 70% range, critics are still quite enthusiastic about the movie. There is no doubt that most audiences will share a sense of astonishment and enthusiasm for the movie given the incredibly positive word-of-mouth that has already spread and the reviews that are still overwhelmingly positive. This only implies that those negative viewpoints won't hurt the movie's reception, reputation, or earning (Hughes, 2022). From the advertisement perspective, the company, 20th Century Studios, has created official trailers and marketing materials, which can be obtained on their website or social media accounts. More details regarding the story, actors, and production are available through news stories, interviews, and reviews (Harris, 2023). Fans of the first movie can also talk about and exchange details about the follow-up on numerous fan websites and social media channels.
Competitive factors:
Pricing, Service and Speed: In Canada, the average movie ticket price is $11 to $13. If the movie is playing in 3D or IMAX, the price will be higher. Currently, most movies are having a ticket price of $13.5, and 3D movies tend to be a few dollars higher. Avatar is playing in 3D and HFR (high frame rate) - movies with more than 24 frames per second. It's not common to see movies with HFR. Avatar 2's ticket price is higher than other movies in the theatre. Its ticket price is ranging from $16.5 to $24.5 because of its high visual quality. Also, Avatar 2 is more than 3 hours long, which is longer than usual movies. A typical movie is around 2 hours.
Economic concerns:
Competition and unemployment: Viewing from the economic concerns, Avatar 2 was released on Dec. 16, 2022, in Canada which was a week before Christmas. The upcoming Christmas breaks ensured that audiences would have time to enjoy this 3-hour length movie. It is important to consider people's leisure and financial ability in order to achieve a high box office, and this holiday apparently is a good period.
Data Sources:
The release of the movie "Avatar: The Way of Water," has been a little over a month. To conduct the market research more thoroughly, we will gather two types of data to evaluate the movie's performance: quantitative and qualitative. Quantitative data include domestic box office performance and the box office domestic record ranking, which helps demonstrate how the film is performing financially and how its ranking stands compared to other major releases in the past. Furthermore, we can evaluate the film's financial performance to determine if it achieves a level poas predicted.
On the other hand, qualitative data include movie ratings and critiques. Collectively analyzing the movie ratings can help us gather customers' satisfaction with the product.
Data on the film's domestic box office performance are collected from "Box Office Mojo by IMDbPro," which includes daily, weekend, and weekly data on the box office number. Domestic all-time box office rankings can also be generated from this website.
For the qualitative data, we chose IMDb and Rotten Tomatoes to show viewers' satisfaction after watching the movie. These two websites are the most relatable sources for movie reviews, as their rating consists of data from different demographics that can display a more consistent and comprehensive viewer feedback.
* Avatar 2 Box office performance in the US (domestic data)
/release/rl3372254721/?sort=date&sortDir=asc&ref_=bo_rl__resort#table
* Avatar 2 box office record ranking compared to top movies (domestic data)
/chart/top_lifetime_gross/
* Avatar 2 Rotten Tomatoes score in theaters
/m/avatar_the_way_of_water
* Avatar 2 IMDb user rating
/title/tt1630029/ratings/?ref_=tt_ov_rt
Appendices
Avatar: The Way of Water (2022). (n.d.). IMDb. /title/tt1630029/ratings/?ref_=tt_ov_rt
Avatar: The Way of Water. (n.d.). Box Office Mojo. /release/rl3372254721/?sort=date
Avatar: The Way of Water. (2022, December 16). Rotten Tomatoes. /m/avatar_the_way_of_water
Top Lifetime Grosses for movies. (n.d.). Box Office Mojo. /chart/top_lifetime_gross/
Hughes, M. (2022, December 19). 'Avatar: The way of water' takes $91 million in early global openings. Forbes. Retrieved January 27, 2023, from /sites/markhughes/2022/12/16/avatar-the-way-of-water-takes-91-million-in-early-global-openings/?sh=6fb06333b9e3
Harris, G. (2023, January 3). Avatar 2 age rating, release date & more of the latest on the way of water: Tuppence magazine. Tuppence. Retrieved January 27, 2023, from /avatar-2-uk-release-date-age-rating/
Pollner, G. (n.d.). Background. Avatar Movie Project. Retrieved January 27, 2023, from https://avatarmovieproject.weebly.com/background.html
-numbers.com/market/genre/Action
-numbers.com/market/2022/summary
Data Manipulation: Milestone
Avatar Foreign Data Set:
The data set we are considering for this portion of the analysis consists of the top 77 nations where Avatar was released in terms of opening share and gross sales relative to their population. The code's main purpose is to perform analysis and show numerous descriptive statistics values, including Mean, Median, Mode, Standard Deviation, Variance, Range, Interquartile range and Skewness.
Firstly, we imported the avatar foreign csv to the Jupeyter notebook by turning all the headers and names from the file. After that from numpys, we imported nan as NA and dropped na. Through this we were able to transform our data and clean it by removing the missing values for our data. After that when we ran the file again all the missing values were dropped and it cleaned the data into a more clean looking data. For this, we did not feel the need to transform the heading names to another else ie. anything shorter since the heading is short and understandable already.
Secondly, we were able to find min, max, mean, median, inter quartile and standard deviation for the opening. opening_share , gross, gross_share and population variables. We believe these would give us a properper depiction of how successful Avatar was in foreign countries and which countries saw the most success. Since the numbers for the data set are so huge, obviously the results for the descriptive stats were also really high but the purpose of this essay we will approximate it to . The min were as follows, opening= 1.237. open_share= 0.020, gross= 5.959, gross_share= 0.000 and population= 318.040. This shows what the minimum value is in the data set. The max were as follows: opening= 1.973, open_share= 0.210, gross= 1.744 gross_share= 0.085 and population= 346987.5, thus depicting what is the heist values of the variables when the movie was released in foreign countries. The mean of Avatar foreign was , opening= 2.798 open_share= 0.2020, gross= 2/857, gross_share= 0.0140 and population= 41348.694 through which we can tell how Avatar did overall by combining all the movies released in foreign countries. The median of the data was, opening= 1.097. open_share= 0.090, gross= 9.140 , gross_share= 0.004 and population= 61815.582, this shows the middle value in a set of numbers when they are arranged in order which helps us understand the halfway mark of a data set. We even found out the interquartile at 25%, 50% and 75%, through which we can determine the spread of the data and identify the outliers of the data. The mean and median is highly dependent on the outcome of skewness and outliers of the data. . Hence, we even found the skewness for the following , opening= 2.245. open_share= 0.921, gross= 2.083, gross_share= 2.083 and population= 3.020. The skewness of the data is all positive. This illustrates a positive skewness which means that there are more extreme values on the right side of the distribution. We are also able to visualise how the graph will look like, thus will be able to draw conclusions on the impact of Avatar in other countries. Thus, this means that the mean will be greater than median and as shown through our codes that is proven since all our mean values are greater than our median values. We were not able to find mode for this data set since there were no values that outperformed any other values in the data set.
We were also able to find correlations between our variables, in which we found out that we have both positive and negative correlation. The positive correlation indicates that as one variable increases, the other one is mostly likely to increase as well, especially the ones that are closer to 1, it is a stronger positive correlation for eg between gross and gross share. On the contrary, the negative correlation indicates that as...