DOTS (Dynamic Online Tracking System) is RelishMix’s proprietary measurement framework that tracks, indexes, and benchmarks how movies are performing across social platforms. It translates raw social activity into comparable, decision-ready intelligence.
2. What problem does DOTS solve?
Studios are flooded with data, views counts, likes, and comments—but no clear signal. DOTS cuts through the noise by normalizing social data across platforms, formats, and release windows so titles can be compared apples-to-apples.
3. What platforms does DOTS track?
DOTS monitors activity across major social platforms including Facebook, Instagram, YouTube, TikTok and X (Twitter), and relevant emerging channels. Platform weighting adjusts automatically, based on audience behavior and genre norms.
4. What does a DOTS score represent?
A DOTS score reflects relative momentum, not just volume. It measures how strongly a title is performing compared to other films at the same point in their release cycle—Weeks-Out, Opening Weekend, or post-release.
5. Is DOTS just a view counter?
No. DOTS evaluates engagement velocity, posting frequency, audience response, and platform mix, not just views. A million passive views and a million active, conversation-driving views do not score the same.
6. How often is DOTS updated?
DOTS data refreshes continuously, with daily rollups and trendlines that show acceleration or slowdown. This allows teams to spot momentum shifts early, not after they show up in box office results.
7. What does “Weeks-Out” (WO) mean in DOTS reports?
Weeks-Out indicates how far a film is from release at the time of measurement. DOTS benchmarks titles differently at 8-Weeks-Out, 7, 6, 5, 4, 3, 2 versus 1-Week-Out, recognizing that social behavior changes as release approaches.
8. How does DOTS handle different genres?
DOTS uses historical genre baselines. Horror, family, dramas, comedies, superhero and action titles, etc — are evaluated against their own performance by sub-genre norms, preventing genre bias from skewing results.
9. Can DOTS compare films from different studios?
Yes. DOTS is studio-agnostic. It normalizes data so a wide release, specialty title, or streaming-adjacent film can be fairly compared within its competitive set.
10. What makes DOTS different from native platform analytics?
Native analytics show what happened. DOTS shows what it means. It contextualizes performance against the marketplace, competitive titles, and historical patterns—turning metrics into insight.
11. Does DOTS measure sentiment or tone?
Yes. DOTS integrates conversation analysis to assess whether engagement skews positive, mixed, or negative, adding qualitative signal alongside quantitative scale.
12. Who uses DOTS?
DOTS is used by studio marketing teams, distribution executives, producers, managers, agencies, creatives, and partners who need an objective read on how a title is tracking.
13. Can DOTS predict box office?
DOTS is not a forecast model—but strong DOTS momentum has proven highly correlated (82%) with opening performance, legs, and audience awareness when read in context with release strategy.
14. Is DOTS customizable?
Yes. DOTS reports (and comps stacks) can be configured by studio, slate, sub-genre, platform mix, or release window—supporting everything from social management insights to greenlight-level analysis.
15. Why use RelishMix instead of building this in-house?
DOTS reflects 10+ years of category learning, historical benchmarking, and pattern recognition across historical releases. It’s faster, cleaner, and more actionable than stitching together raw platform data internally.
The Four DOTS Sectors
1. SMU – Social Media Universe (Awareness)
SMU measures the total awareness footprint across owned and earned social activity on Facebook, X/Twitter, YouTube, Instagram, and TikTok. This includes content from the studio, distributor, streamer, show, and cast, all combined into a single indexed score.
• Indexed 1–10 versus sub-genre comps
• 5.0 = average awareness
• Below 5.0 indicates moderate to light awareness with room for improvement
2. KPIs – Platform Performance Signals
This sector evaluates 20–25 key performance indicators tracked by RelishMix across platforms. KPIs include engagement, velocity, amplification, and other performance signals, each indexed from 1–10 and aggregated into a sector score.
3. Cast – Cast Activation Levels
Cast measures how actively talent is participating in the campaign, ranging from non-social, to social but non-activated, to fully activated. The entire cast is indexed collectively on a 1–10 scale relative to genre norms.
4. Convo – Conversation Analysis
Convo evaluates audience sentiment and tone across social conversations.
• 5.0 represents mixed conversation
• Scores above 5.0 lean positive
• Scores below 5.0 lean negative
All conversation is indexed from 1–10 within the sub-genre context.
The DOTS Meter Score
All four sectors—SMU, KPIs, Cast, and Convo—are averaged together to produce the overall DOTS Meter score. This score reflects a campaign’s relative social momentum, not raw volume or media spend.
What DOTS Does—and Does Not—Predict
RelishMix does not predict Opening Box Office (OBO).
Instead: I-Pre within the DOTS Meter represents an Industry Prediction, not a RelishMix forecast.
The RelishMix Projector Over/Under % is applied as a data overlay as a data overlay to industry box office predictions, providing context based on social and digital performance trends.
