Vista Group CEO Kimbal Riley has announced that longtime Movio executives Sarah Lewthwaite and Matthew Liebmann will jointly lead the company following the departure of co-founder and chief executive Will Palmer this December. Movio, the marketing data analytics and cinema campaign management company, was founded by Palmer and Peter Beguely in 2010. Lewthwaite, Movio’s chief client officer located in London, and Matthew Liebmann, Movio’s chief operating officer operating out of the company’s Auckland headquarters, will report directly to Riley.
The COVID-19 pandemic, coupled with the social justice movement and a pause in filmmaking, has provided the movie industry and audiences alike with the rare opportunity to catch up to the evolution of the moviegoing experience. The industry is at a crossroads, and what is relevant to audiences has changed dramatically over the past several years; this shifting reality accelerated in 2020 and will undoubtedly influence moviegoer behavior and future storytelling. With the abrupt halt to movie production and the extended closure of cinemas, content creators and studios have been gifted the time and opportunity to pivot and ensure what is shown onscreen is reflective of society.
With both an increasingly diverse movie going audience and an increasingly diverse U.S. population, understanding how to attract diverse audiences will soon be paramount to the success of filmmakers and marketers, and to the sustainability of the exhibition sector. Movio’s recently released white paper, The Diversity Demand: Securing the Future of Movie Going, examines how theatrical audience composition correlates to increased representation on screen, and if this suggests an opportunity to drive box office by producing content representative of audiences that have historically been underrepresented in film.
Wonder Woman's audience evolved in a similar manner as most blockbusters but with some trends notably magnified, according to an audience evolution report released by Movio. While the female and fifty and older segments of the audience generally grow over the course of a blockbuster’s run, Wonder Woman’s female audience nearly reached parity with the male audience by the third week.
Conventional wisdom in the film industry suggests that Millennials or Gen Y, now the world's largest living generation and entering their prime spending years, are generally less interested in moviegoing than previous generations. But in a granular analysis of recent data, Movio's whitepaper, Understanding Millennial Moviegoers: A Data-Driven Playbook, contradicts this widely held assessment.
As tent pole movies and opening weekend box office results increasingly dominate the motion picture business, understanding just who pays to see those movies has never been more important. In a whitepaper released this week, Movio chief executive and co-founder Will Palmer said the realities of a tent pole audience can be quite different from conventional wisdom. In Breaking the Blockbuster Code: Audience Evolution Patterns Revealed, Movio’s data scientists challenged the Hollywood film marketing community to re-think who makes up the opening weekend of a blockbuster film.
Even with such chart-topping titles as Jurassic World and The Avengers: Age of Ultron, 2015’s unadjusted cumulative box office is up only six percent over 2014 and only one percent over 2013. In a recent presentation, a top Movio executive suggested that the film industry is “leaving money on the table” by not paying more attention to underserved sectors of the movie going audience, namely women.
National CineMedia has signed a long-term data licensing agreement with Movio and is the first licensed user for the Movio Media market research platform, which, the company says, provides unique insights into U.S. moviegoers’ behavior.