WINNING AUDIENCES IN THE NETHERLANDS: KPIS AND BENCHMARKS TO MATCH CAMPAIGN PERFOMANCE TO BOX OFFICE OUTCOMES
Tracking audience engagement and ticketing demand can give a good prediction about Box office openings for your film ahead of its release. Gruvi is building tools that track audience engagement and predict ticket sales from your marketing activities. You can read an introduction to our tools and to this case study here. You can also book a meeting with us here to discuss the findings below.
Key Findings in the Netherlands
In the previous segments to this series we demonstrated a series of Key Performance Indicators that can be used to assess the effectiveness of the campaign at driving interest in the film, ticketing and the overall sentiment of the audience towards the film in order to determine how well the film will perform in Box Office.
To illustrate our findings the following table comprises the films we worked on in the Netherlands in 2022 where budgets were sufficient to reach the target audiences.
| Film | Action Rate | Link clicks/Actions share | Link clicks/Impressions | Showtime Interaction Rate | Showtime Exit Rate |
| Where Is Anne Frank | 13.73% | 7.02% | 0.96% | 10.95% | 2.14% |
| Parallel Mothers | 10.35% | 7.27% | 0.75% | 9.06% | 1.42% |
| Nowhere Special | 14.13% | 5.22% | 0.74% | 18.79% | 1.36% |
| Decision to Leave | 14.13% | 5.22% | 0.74% | 10.41% | 2.96% |
| Paris, 13th District | 6.21% | 3.79% | 0.24% | 14.39% | 2.88% |
| Mothering Sunday | 8.61% | 5.35% | 0.46% | 19.60% | 2.52% |
More than half (2/3) of the films in the above table exceeded the action rate benchmark in the Netherlands, however just 1/3 of films exceeded the average showtime exit rate. Decision to Leave was the only film to meet 4 KPIs and was closest to meet 5 KPIs. Where is Anne Frank, Parallel Mothers, and Nowhere Special all met three KPI’s, while Paris, 13th District met two KPIs and both Mothering Sunday and Persona Non Grata met one KPI.
Even though Paris, 13th District and Mothering Sunday were the campaigns exceeding the benchmark for Showtime Interaction Rate, suggesting that audiences were interested in seeing the films, neither of the campaign meets actually the Link Clicks/Impressions KPI, meaning that although those audiences were highly interested in watching the film, the share of overall all audience were still too small to meet good box office results.
Key Findings in The Netherlands
- Decision to Leave was the only title close to meeting all five KPIs. The film performed very well in the box office and met distributor expectations.
- If 3 KPIs are met, it is likely that the film will gain some traction, however, very unlikely to exceed distributor’s expectations in sales, this was the case for Where is Anne Frank, Parallel Mothers, and Nowhere Special.
Interested to know whether YOUR film is on track to meet Box Office targets before it is released? Book a meeting with us here.
