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@elanlee
Innovations in StorytellingThe audience is ours to lose
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Stats
Statistics
How many of you watch shows
exclusively on TV?
0%
25%
50%
75%
100%
20042012
Stats
2012Number of Users:
20121 billionNumber of Users:
2004
20121 billionNumber of Users:
Number of Users:
2004
20121 billionNumber of Users:
1Number of Users:
-10%
-7.5%
-5%
-2.5%
0%
2.5%
5%
May 2011Jun 2011 Jul 2011Aug 2011Sept 2011Oct 2011Nov 2011Dec 2011Jan 2012Feb 2012Mar 2012
3%
1%
3%4%
-2%-3%
-3.5%
-6.5%-6% -6%
-8%
Source: Citi Investment Research and Analysis; Nielsen
Change in Live + Same Day Ratings
0%
25%
50%
75%
100%
20042012
How many of you watched most movies in a theater?
Stats
2012Cost of Gas (per gallon):
2012$4.55Cost of Gas (per gallon):
2004
2012$4.55Cost of Gas (per gallon):
Cost of Gas (per gallon):
2004
2012$4.55Cost of Gas (per gallon):
Cost of Gas (per gallon):
Box Office Admissions
1.3
1.4
1.5
1.6
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
1.28bn
1.34bn
1.42bn
1.34bn
1.4bn1.4bn1.38bn
1.5bn1.52bn
1.57bn
Source: MPAA
0%
25%
50%
75%
100%
20042012
Who uses a smart device while
watching TV?
Stats
2012 2004
2012 2004
2012 2004
2012 2004
You’re Fired!!
Simultaneous Use of a SmartphoneWhile Watching TV (2012)
At least once a day
At least once a week
At least once a month
Never 14%
22%
23%
41%
Source: Nielsen
Total: 86% Usage
Lessons
Lessons(for audience entrapment)
promises1.
promises1.
Deliver on yourpromises1.
technology2.
George Melies D.W. Griffith Orson Welles
technology2.
Challenge yourtechnology2.
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
byzantiumtests.com
think like them3.
think like them3.
Admit you don’tthink like them3.
Lessons for AudienceEntrapment
on yourpromises
DeliverLessons for Audience
Entrapment
your technologyChallenge on your promisesDeliver
Lessons for AudienceEntrapment
your technology you don’t think
like themChallenge
on your promisesDeliver
Lessons for AudienceEntrapment
Admit
your technology you don’t thinklike them
Challenge
on your promisesDeliver
Lessons for AudienceEntrapment
Admit
Thanks!
more here: @elanlee