AI Analytics Play a Pivotal Role in Hollywood Film Success: A Case Study

On July 2, Amazon introduced "Heads of State," an action-comedy showcasing Idris Elba and John Cena as the key leaders of the UK and the US. However, it wasn't just a regular duo centered plot. Priyanka Chopra Jonas, playing the part of a senior MI6 agent and the third main star, seemed to be crucial to the film's success, according to AI tools including Grok and ChatGPT. These tools helped to measure and evaluate the viewer sentiment, indicating Chopra Jonas as a primary factor in the movie's success, making it the fourth most viewed Amazon MGM Studios film on their platform.

Regarding the movie "Heads of State," Chopra Jonas amassed over twice the attention compared to her male co-stars, based on an AI assessment considering volume, headings, and quoting strength. Actor-centered discussions about the movie were 50% to 60% focused on Chopra Jonas, while Cena and Elba each constituted between 20% and 25%.

Anjula Acharia, Chopra Jonas's manager, asserts that despite her not being the lead, the data incontrovertibly credits her for the film's success. Several representatives in Hollywood are leveraging AI data to effectively argue and negotiate for their clients in future agreements, despite the fear of job displacement due to AI.

Previously, a performer's worth was gauged primarily by box office revenue and Nielsen ratings. However, with the rise of streaming platforms, access to internal metrics has become more restricted. Now, AI technology, including tools provided by Facebook and Anthropic, provides greater transparency for reps aiming to understand and exploit their client's impact.

AI tools provide detailed analytics in real time as they dissect text across all social media platforms and traditional news outlets. These tools have also been employed by streaming platforms for the past two years to ascertain the value of talent and content. AI is also increasingly proficient at detecting fraudulent activity such as bot-created follows.

Acharia believes that timely data on cultural trends can contribute significantly to negotiating future talent deals. Sunny Dhillon, founder and managing partner of Kyber Knight, considers such data as empowering content creators by providing insight into viewership patterns.