Feb 28, 2016 | Insights

(To get a better idea of who we are, and what we do, and why you need us, head on over to this entry here)

Pictured, StatSocial CEO Michael Hussey holding one of our Oscars for being the best. Of which, it must be noted, we have many.

Among the many things a winter brings (holidays, Super Bowls, tenacious flus, back injuries from shoveling, Golden Globes, and such and such), little is a source of more brouhaha and hubbub than the Academy Awards… Folks are intoxicated, we tell you, by the sight of Oscar gold.

Not to be confused, of course, with the equally intoxicating view of Oscar Goldman. The man from whom television’s Steve Austin, The Six Million Dollar Man, took his orders.

As the three boomers and/or Gen-X-ers among you reading this catch your breath from that dazzling pop culture reference, let us continue…

Oh sure, no one can tell you six months after the fact who won any of the Oscars presented at the previous years’ ceremony. But what does that matter tonight. This is not about accolades, at least not exclusively, this is about pageantry, spectacle, and its about reminding the plebeians who the most important people in the dag-nabbed country are.

These people are prettier, they get paid more, and they get to go to things like this big party which will be shown on TV for like 6 to 15 hours. REMEMBER THAT.

For the couple of weeks leading up to “Hollywood’s biggest night” — particularly once that whole Super Bowl business is out of the way — the media, and we’re led to understand a large portion of the public, is terribly concerned with a small number of British actors and a handful of dramas that were released in October and November, and precious little else.

Just as Hollywood is paying tribute to itself with this lavish gala, and why shouldn’t they? Life is rough for top-tier actors, producers, and directors these days, what with the encroachment of cable (which has been around since the 60s) and streaming video (on which all the same companies and people also work).

Scheduled to air, on its longstanding home of ABC, on February 28th (which should be the day we’ve published this) — StatSocial are seizing the occasion to honor ourselves with this blog entry.

We’re giving ourselves an award for being the best. Did you see our Fuller House entry? Did you see that a mover and shaker no less great than the undisputed King of Partying, and the world’s best friend, Mr. Andrew W.K. took a particular interest in it?

So we get the Oscar for best Social Media Audience Analysis. And we win that Oscar EVERY DARN DAY. They don’t even have that Oscar, that’s not an Oscar that exists, because it makes no sense (just as giving it out every day would be impractical), yet if you look at the picture at the top of this entry, you’ll plainly see ours.


What we’ve done is take a look at the social fans of some of the films nominated this year by the Academy of Motion Picture Arts and Sciences for their Best Picture trophy. We know the members of the Academy cared enough to bestow upon these films the honor of a nomination, but what of the general public? What can we learn about the folks out here in the real world who’ve identified themselves as fans of these films?

Obviously a number of these films have seen their audiences grow a fair bit since the nominations were announced, as they also have their box office receipts. That is a phenomenon that for some of these films will continue straight through to the big night. But, we’re looking at the social fans of these films as they stand at the moment.

Let’s start with the obvious. It seems The Revenant is the flick folks are buzzing about the most (we don’t know if that’s actually true, but it sounds right), and it seems — from what we can tell — that it’s the single most butch film ever made. A man gets attacked by a grizzly bear, and then seeks revenge on those who left him for dead after the attack.

When this blog’s author was 13, he’d have wanted to see that movie more than anything other than another Star Wars.

Leonardo DiCaprio and Tom Hardy sure looked dreamy with their expensive haircuts and well-tailored suits in Inception, or whatever it was called — the movie about a guy who dreams about having an awesome haircut and suit (or was it a dream?) — didn’t they? But in this flick, which we’ll confess we’ve yet to see, they’re all dirty, 19th century, wilderness-based revenge flick type folks. And from what we’ve read it’s sickeningly violent to boot.

What we’re getting at is that this may not be a date night flick. But we may have to check it out, that inner 13-year old still thinks it sounds pretty cool.
Unsurprisingly, StatSocial tells us that men are comfortably more interested in the film than women, making up nearly 59% of the flick’s social fans.

When viewed through raw numbers, their film interests seem rather what you might expect. Marvel stuff, Star Wars, etc.

But when viewed through the lens of our multiple metric — meaning, the proportion of Revenant fans who also like these other films, when compared to the average social media user — you get a pretty interesting, if again not entirely surprising result.

Perhaps most surprising is that topping the list is Inception director Christopher Nolan’s rather ponderous Interstellar. Meaning Revenant fans are 63.5 times more likely to also be Interstellar fans than the average social media user.

In fact the likelihood of Revenant fans also liking, or at least being interested, in each of the top 10 films is statistically well beyond significant.

But Interstellar was sorta touchy feely for the grizzly bear revenge crowd, we’d have thought, but OUR STATS DON’T LIE. And having not seen Revenant, perhaps the scenes with the bear are handled more sensitively and movingly than we’d been led to believe.

And as we point out, the stars of Revenant did both previously work with Christopher Nolan. Both, as we also pointed out, looking positively dishy while doing so.

The list is mostly contemporary actioners, with the dialogue heavy indie, The End of the Tour popping in there to say hello. But, as Revenant is the follow-up film of last year’s Best Picture and Best Director winner, Alejandro González Iñárritu, it’s not entirely surprising that some art house fare would sneak its way in here.

(Did you remember that Iñárritu won last year? What film did he direct?… Nah, we’re just joshin’, It was Birdman… But we bet you barely remembered that.)

The next film whose audience we’re going to analyze is that of the critically praised film, Room. And although we’re hardly the first to make this joke, it’s still too irresistible to point out that it is not to be confused with this film:

But seriously, the above is not obscure (if you’re not familiar Google “The Room” and you’ll learn that it’s essentially a Rocky Horror level cult film, that has grossed millions of dollars apparently).

It’s cult is not a small one. Why the heck would you call your apparently great and quite harrowing, moving drama “Room”? We don’t care if it’s based on a book. Don’t care if it’s the only title that makes sense (which is literally impossible). Why would you call your — by all accounts great — movie Room in 2016? There are like a billion words in the English language which in no way bring to mind Tommy Wiseau or a film infamous for being one of the worst and most inscrutable ever produced.

But they furnished their room, as it were, as they saw fit and now they’re sleeping in it with an Oscar nomination. So, what do we know?


The old, and upsetting, observation that women will go see movies about men much more readily than men will movies about women seems to hold true here.

Room is the story of a young woman and son who have been held in captivity by an evil dude. The details are so grim that we won’t even bother recounting them here. But it’s the story of what this mother does under these impossible circumstances to protect her son from comprehending the horror of their situation, and to keep him optimistic and happy.

Not exactly “chick flick” material, yet filmgoers are apparently so misogynist that the mere fact that the protagonist is a mother protecting her son is enough for dudes to be like “I’d rather see the grizzly bear one, it sounds like it has more beards in it.” Which, incidentally, it is our understanding it does.

The top 10 other flicks of interest with the Room audience unsurprisingly skew indie, and a little darker. The one major Hollywood action film? Mad Max: Fury Road the brilliant Best Picture nominee often noted for what many perceived as a “feminist” slant. (Because it dared to allow women to be heroic and multidimensional.)

Okay, we’ll admit we didn’t outline this entry before writing it and realize it will be Bible length if we keep going at this pace. So, we’ll pick things up a bit here. Start speeding through some remaining nominees.

We mentioned Mad Max, so let’s start there? Did you see it? If not, go. Are we allowed to say bada$$ on the blog? We’ll play it safe. But it is sooooooo bada$$. Fans of the original films will be satisfied, fans of things that are good will be satisfied. It is what all this CGI nonsense should be used to accomplish, which is seeing something onscreen you can see nowhere else, and be used to tell better stories in more extraordinary ways.

It is a rich, character driven story where virtually no dialogue is spoken. No single shot seems to be on screen for longer than maybe two seconds, yet it never makes you crazy. Everything is in service of the story, which is in the simplest terms a chase. But there are characters, conflicts, resolutions, arcs, all done in a way you’ve not seen since the days of silent film.

But just see it. Nothing you’ll see this year is better. StatSocialers who disagree may be annoyed that the author of this blog is making this the company’s official position, but so be it. It isn’t really the company’s official position. The company takes no position on movies, unless our CEO really likes them.

Please Note: This graphic in no way officially reflects the opinion of anyone at StatSocial apart from Social Media Marketing Manager, Matt Quigley, who created it without permission or any knowledge whatsoever as to the opinions of his co-workers.

Anyway, what of the stats, the SOCIAL STATS — the sort in which we traffic — surrounding the fans of this excellent, excellent film.

Well, despite the “feminist” tag placed on the flick in certain quarters early, and talk online that the fedora’d, Guy Fawkes mask wearing, “Men’s Rights” crowd had injured the film’s opening weekend, it seems that women have virtually no interest in this film; making up considerably fewer than 1/3 of its fans.

The age breakdown suggests nostalgia played it’s place, as over a third of the fans are between 35–54. Right in that Road Warrior sweet spot.

Okay, so let’s move on…

Next up, director Ridley Scott — a man who once told us in the ad campaign for his excellent Alien, “in space no one can hear you scream.” Well, this year he may have wished he was in space, as he has had to hear plenty of folks screaming. They’re screaming “That Martian movie of yours is darned good. Well done, Ridley!”

So, let’s StatSocial this thing. Let’s see what this audience thought about something.

We thought it would be really cool if they were heavily into the recording artist M|A|R|R|S of “Pump Up the Volume” fame, but not even a blip on the radar. AND WHO ELSE BUT STATSOCIAL’S GONNA BE ABLE TO TELL YOU THAT?!

So then, how about social influencers?

Let’s see, of those on social media who have robust followings, and whose content is frequently liked and shared, which rank most highly with the fans of our beloved Mr. Damon’s little moving picture?

The answer turned out to be so much cooler than we EVER imagined. Cool as hell, in fact. By far the coolest of all the Oscar stats we’ve pulled for this whole article. We didn’t doctor this, nudge this, or do anything other than sort a spreadsheet full of data.

If you’re not aware, the film is about an astronaut presumed dead during a Mars mission and left behind on the red planet by his fellow astronauts. The astronaut, played by Damon, as it turns out survives and the film depicts his struggle to stay alive in an environment somewhat less than hospitable to humans.

It’s a “realistic” film about space travel that could happen in our lifetime, and it’s very plausible perils.

The top influencers among the fans of The Martian are:


To clarify these results are sorted by our unique “multiple” metric. What does that mean? Well, the “multiple” measures the likelihood of the audience being analyzed also engaging in another behavior.

This photo is merely a dramatization of what it might look like when a fan of ‘The Martian’ — also very likely a fan of humanity’s exploration of space — enthusiastically expresses his approval of the film to the director.

Obviously, often raw numbers tell you the whole story, but the “multiple” metric can provide a deeper, more nuanced and accurate truth about an audience’s habits, behaviors, and spirit. The “multiple” lens is sometimes the key to really grasping the gestalt of an audience’s personality and motivations.

The metric itself, well given the above chart it means that a fan of The Martian is 166.97 times more likely to be interested in Tim Peake than the average social media user. That the top 10 influencers are all astronauts says something rather profound about to whom this particular motion picture most appealed.

So much so that perhaps it may warrant it’s own entry. If it wins Best Picture, it would be stupid to not create such an entry.

The people most interested in this flick are people interested in space travel, astronauts, and the space program. That’s the sort of thing we think everyone from Ridley Scott to 20th Century Fox would want to know.

As we’re short for time here, we’re only going to look at one more film and let you get to your red carpet viewing (R.I.P. Joan).

The final nominee we’re scanning is The Big Short, massively successful comedy director Adam McKay’s (frequent collaborator of Will Ferrell’s) somewhat dramatic take on the banking crisis which almost brought down the entire world economy in 2008.

Ryan Gosling, Christian Bale, and Steve Carell star. We’ll admit that we’re not sure of to what degree the flick’s a satire, a “ripped from the headlines” biopic, or what. We’re pretty sure it’s a straight drama. Regardless, there’s Oscar buzz surrounding it… As there are all these movies, as they were nominated… Duh!

Anyway, this list demonstrates nothing other than we have this data. But ultimately that’s the whole point of all these darned entries, to show you what kind of cool data we have stored on our servers by the mountainful, presented to you in an easy to navigate and ultimately employ way.

If you’re looking for analysis and insight into a social audience — be they the fans of a certain individual or company, or those speaking of a certain topic, or employing a specific hashtag — we can tell you all sorts of stuff about that audience. We have suggestions, guidance, insight , and an uncanny ability to interpret data. Those services are available to you. But you can also use your own imaginations, and with the data and analysis we make available, we can’t see how they won’t be set ablaze.

Such as here… The top 10 financial institutions with the fans of The Big Short.

What does that tell you about fans of the The Big Short, that they bank? You already knew that. BUT LOOK AT THE DATA AND IMAGINE WHAT YOU MIGHT DO WITH IT IN A CONTEXT RELEVANT TO YOUR COMPANY AND/OR BRAND.

You see what we’re getting at here?

Now enjoy those Oscars, unless you’re boycotting in which case we support you fully and admire your resolve. Our stats are still a necessity to you and/or your brand and/or company if you want to remain competitive in the contemporary social media environment.

And now if you don’t mind, I’m heading to Hollywood (via my TV) to see what Charlize Theron is wearing,