techcrunch application
TRANSCRIPT
fans for films
The Gruvi app uses the Open Graph and Facebookʼs distribution tools make it easy to tap into the wisdom of your friends so you can discover, remember, find and share great entertainment experiences wherever you are.
How do you feel when you make a
bad movie choice?
Recommend filmsSee what your friends likeNever miss a great movie
Gruvi App
Letʼs face it thereʼs a lot of movies out there - most are are not your taste. So wouldnʼt it be great if there was a service that:1. recommended movies to you based on your tastes2. allowed you to see which movies your friends like3. Helped to organize your night out to the cinema4. sent you reminders so that you never need miss a good movie againFortunately for you movie going is a highly socially influenced activity - the choices of the movies we see are affected by the tastesof our friends and peers and this is what we built Gruvi on.
Show me the money!
This is all very interesting, but how do we make money!
Facebook ad spend by Film & TV Studios in Europe2008 - €0
2010 - €70 Million2009 - €35 million
2011 - €220 Million
Market Size
Facebook represents the fastest growing online channel for entertainment content marketing
Large budgets are spent blindly
Studio ChallengesNew films suffer from a discovery problem
No central community or social strategy
Like all businesses the movie industry struggles to come to grips with the challenge of releasing new brands. In 2010 out of the 12000 films released in Europe, 850 were original screenplays. So movie marketers had to market 850 new brands. Put your self in the shoes of a movie marketing executive. You are responsible for spending a millions of Euros on marketing a new film.You spend it over a 3 month period, and you judge where to place it – TV, billboards, press – and lately FacebookBut you have to spend it all before the film comes out – so you’ll have no market feedback to gauge traction. There will be no way of assessing the return on any particular investment. Your success will be measured only on first night sales. Does that sound hard? Well last year in Europe €1.5b was spent just like that.
• Gruvi identifies the fans for new films• Encourages them to take action in the films campaign• Tracks relevant film fan business intelligence
For film marketing
This is what we offer the film studios
So what’s our secret sauce?
Community of fans with known tastesMovie metrics that matter
1. We find the fans early, get them engaged and do so at a lower cost.2. And because we are monitoring their actions we can track that engagement through to ticket sales – and so deliver a credible ROI.3. In fact we monitor awareness on Facebook and use that as a indicator for the effectiveness of all of marketing spend
REVENUE / USERS
TIME
€250,000
UK Mobile Home Ent Europe
To get to break even in Europe we need €250kWe will deploy this money to:•Roll out to UK•Integrating with DVD and VoD suppliers•Build location aware applications, for mobile, webTV.
Gruvi will be with users whenever they are about to make a film choice.And what protects us from copy cats? It is the combination of the community and our great contacts into the industry.
Ben Johnson (Sales, PR and Operations) - has 4 years digital sales exp in the film industry both int and locally.
James Hobbis (Product, Marketing and Technical lead) - was on the original build team for Lastminute.com and was formerly director of e-commerce at Fidelity
Chuck Bergeron - (Back end) Founder of the creative firm http://hellocarbon.ca, logic & database-driven software engineer, musician, photographer, gamer, and web-whiz.
Julio Santos (Front end and design implementation) - has a masters in software engineering with a focus on web and mobile development.
