NetBase: Insight Delivered

One of my favorite activities during the summer is watching movies with my husband and kids. Collectively, we’re not quite at the age of Edward and Bella yet so I don’t totally get the Twilight mania. This month’s Brand Passion Index shows that I’m not the only one who loves good ole animated popcorn movies.

As the summer box office heats up, we used our ConsumerBase tool to surface emotions and passion levels associated with some of the biggest summer movie franchises: Toy Story, Shrek, Harry Potter, Twilight, Karate Kid and Iron Man.

The results were surprising: ticket sales don’t equate to love – Twilight’s voluminous chatter (and dominance at the July 4th weekend box office) is eclipsed by the intensely positive feelings expressed for Toy Story and Shrek.

In this graphic, the amount of sentiment and chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.

Despite ranking #1 at the box office and pulling in more than $64 million in its first weekend, NetBase’s Brand Passion Index showed that Twilight has a polarizing effect on movie-goers. Check out the range of emotions expressed on both sides of the aisle:

And apparently other people love 15-year-old Toy Story franchise as much as I do, for the same nostalgic effect it has on me and my husband and the pure joy our kids feel when watching it:

Next up: we’re headed back to school!

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