Project Example

Moviegoers are presented with the movie concept (the synopsis) in a
competitive context (3 movies playing at this point in time in local
theaters) and are asked to rate it using our Behavior Prediction Inventory™,
one of the many Copernican intellectual properties that differentiate our
work. Those ratings, converted into estimates of real world behavior, and
the movie studio's marketing plans are fed into the Copernican Discovery™
Simulated Test Marketing Model in order to forecast box office sales for the "Spiderman II" concept. Forecasted Performance % of the Target that Will See Movie 41% Estimated # of Tickets per Viewer 1.07 Domestic Revenues $335 MM Costs (Production and Marketing) $200 MM Domestic Profits (or Losses) $135 MM.

The Bethune-Gibson Approach to
Product/Service Development & Pricing:
A Financially Optimal Movie Concept
Nine different factors are then experimentally researched and manipulated in order to explore approximately 1,200,000 movie configurations. An optimization model is employed to identify and describe the one which is forecast to be most profitable. Level of Each Factor Tested The Optimal Concept for "Spiderman II".

Factor 1 - Title The Revenge of Doc Ock
Factor 2 - Story Opening Spiderman fighting crime
Factor 3 - Story Middle Doc Ock kidnapping Mary Jane
Factor 4 - Story Ending Doc Ock and Spideman battle
Factor 5 - Director Wolfgang Peterson
Factor 6 - Screenwriter Carl Hiaasen
Factor 7 - Leading Actors Tobey Maquire & Katie Holmes
Factor 8 - Supporting Actors William Macy & Kelly Preston
Factor 9 - Special Effects Over the Top Forecasted Performance RESULTS
% of The Target That Will See Movie 74%* Estimated # of Tickets per Viewer 1.85 Domestic Revenues $405 MM* Costs (Production and Marketing) $200 MM Domestic Profits (or losses) $205 MM *Forecasted box office records.

We use a collaborative approach to our consulting engagements, working with
our clients to find solutions to their brand strategy and marketing challenges. We employ state-of-the-science tools and technologies to develop exceptional marketing programs.To help close that gap and transform a company's marketing performance from average to superior, Bethune Gibson Marketing Consulting offers services divided into the five stages of marketing program development and execution:

Download Documents Below: .doc Format