RelishMix
Movie + TV / Analytics / Tracking / Tactics / Strategy

Challengers

 

 

RelishMix — CHALLENGERS —

Notes on Comps:

  1. SALTBURN opened limited, so you can see the social totals but the obo was $0.3M an not in the averages.

  2. DUNE TWO was strong and opened well for Sci-fi but Zendaya was not promoting until after the opening.

  3. Note that all RelishMix DOTS Meter blue strong openers are at the top of the list.

  4. DUNE in green, exceeding norms and is top.

  5. Note that KING RICHARD opened during covid but was strong.

  6. CREED is a franchise pic, so not in the averages.

  7. There’s a nice opportunity to cross post on other MGM run movie pages:

  • CREED, SALTBURN, AIR. GUCCI (in the trailer. Is this possible?), BOYS BOAT

Client Comps List:

  • DON’T WORRY DARLING (core comp)

  • HOUSE OF GUCCI (core comp)

  • KING RICHARD (core comp)

  • AIR

  • ANYONE BUT YOU

  • BABYLON

  • BOB MARLEY: ONE LOVE

  • COCAINE BEAR

  • DUNE: PART TWO

  • MARRY ME

  • MEAN GIRLS: THE MUSICAL

  • POOR THINGS, SALTBURN, WHERE THE CRAWDADS SING

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Cross-Promotion:

Recent MGM Movies for cross-posting, especially INSTAGRAM STORIES 24-hours:

People / Cast Targets

  • This is a “date night movie.” And fans are saying this in comments too.

  • The Vogue cover story drop is being shared across their international pages.

Targeting + Cross Promo

TV Show target:

Report #4 Update:

Challengers / MGM

REACH AND ACTIVITY:

In the run up to release, the social medial universe SMU stats on Challengers and built to 278.5M across TikTok, Facebook, YouTube, Instagram and X combined and runs 60% above genre norms at 173.9M, KPI activity is most strong on Instagram with 1K new fans per day now up to 54k, which is strong for a drama.

  • YouTube activity has bumped well over the week with 8.7M new views and 67.8M total views with 17 total videos on the playlist.

Platform notes (Report #4):

Facebook: https://www.facebook.com/challengersmovie

  • There are 12 new videos over that last week 1 boosted to 1.5M views and others are around 1-2K each.

  • Good time for (redacted).

  • Reposting new featurettes is in progress.

  • Maybe add a Challengers header for a week on Amazon MGM? https://www.facebook.com/AmazonMGMStudios

Instagram: https://www.instagram.com/challengersmovie/

X/Twitter: https://twitter.com/challengersmov

  • Good engagement with (redacted) new views, 46.8M total with solid posting and retweets.

  • Followers are up to 3,700.

YouTube: https://www.youtube.com/@MGMStudios

  • Nice new scenes and BTS posted on YT channel and more featurettes, up to 17 videos.

  • Views have grown  from (redacted). Excellent.

  • Maybe feature a Challengers trailer at the top of the YT channel for he weekend. https://www.youtube.com/@MGMStudios

TikTok: https://www.tiktok.com/@challengersmovie

CAST #4 (BOLD = Activated):

Cast activation levels are at 9.1 of 10 with Zendaya posting stories to her followers on IG are at 184M and posts with likes and views in the 3-8M range each.

CAST #3 (BOLD = Activated):

Cast continues at 9.0/10 with Zendaya posting stories by no new posts this week. Followers on IG are at 184M. https://www.instagram.com/zendaya/

CAST #2 (BOLD = Activated):

Cast Activation Level:

Cast reach has grown by 1M and exception posting and views on Zendaya’s IG page. https://www.instagram.com/zendaya/

While Zendaya has 184M fans on Instagram, her other social channels are abandoned and there is a clear opportunity to reactivate, especially with her as a producer on this project. Especially on her YouTube channel with 4M fans, to post trailers and BTS clips would be simple as super cost-effective. Joshua Connor is activated on Instagram with 471K and Jake Jensen on Instagram at 130K and both are activated but only on Instagram. Mike Faust is non-social.

CONVO:

Index (out of 10, 1 being most negative, 5.0 is mixed and 10.0 most positive)

Report #4: Mixed 5.8

Convo on Challengers is now at 5.8, up from 5.4, up from 4.8, up from 4.2 — leading up to opening weekend, continues to run mixed leaning positive with comments, suggesting, “This is either gonna be the BEST or WORST film of 2024. No in between.” On earned and owned materials, men and women both, are taking shots at the Tom Holland Spider-Man element, which is playful and not critical, just an obvious note to play with for fans.

Fans that have seen previews are onboard —

“Saw it last night !! I’m with zendaya on art ‼️”

“Movie of the year right here. Absolutely loved it”

“i loved it”

“The best movie 2024 of the year”

Noting that 5.0 is mixed.

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DOTS Rules

RelishMix™ / DOTS Dynamic Online Tracking System:

DOTS correlate to box office performance — and fan engagement for movies.

  • 5 is the median for that genre.

  • Over 5 is above average. Under 5 is below average, for the genre. See charts below.

RelishMix Rules:

  1. There are 4 sectors in the stack, indexed from 1-10, and compared by genre.

  2. Each sector is indexed on a scale of 1-10, in relationship to the sub-genre.

  3. All 4 Sectors are averaged into the overall DOTS Meter score.

  4. Projector Over/Under are a data and % overlay onto box office predictions.

The 4 Social/Digital Sectors:

  1. SMU: (Social Media Universe) Owned and earned materials across Facebook, X/Twitter, YouTube, Instagram and TikTok — for the studio, network, streamer, show and cast — all combined. Indexed score is in relationship to comps. 10 is not only far above comps, but also with perfect intensity. 5.0 is average. Under 5.0 indicates room for improvement.

  2. Activity of KPIs: Key Performance Indicators, by RelishMix’s (19) KPIs, indexed from 1-10.

  3. Cast Activation Levels: from non-social, to social non-activated, to activated, indexed from 1-10.

  4. Convo: Conversation Analysis — Positive, mixed and negative. 5.0 is mixed, indexed from 1-10.