Para ter sucesso na indústria cinematográfica, os estúdios precisam atrair público para seus filmes. Mas, isso não é tão fácil quanto parece. Os fãs de cinema se dividem em grupos diversificados, cada um com interesses e preferências diferentes. Historicamente, os estúdios de cinema dependiam muito da experiência para decidir investir em um script específico. Mas isso traz riscos muito altos, principalmente ao investir em histórias novas e originais. Julie Rieger, presidente e diretora de estratégia de dados e líder de mídia da Data Science e Miguel Campo-Rembado, vice-presidente sênior da Data Science, junto com a equipe de cientistas de dados da 20th Century Fox decidiram usar dados para esclarecer o processo iterativo e complexo de unir histórias e públicos.
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Entender a segmentação de mercado do público que frequenta o cinema é a principal função dos estúdios de cinema. Ao longo dos anos, os estúdios investiram em processos de dados de alto nível para tentar mapear os segmentos de clientes e fazer previsões de futuros filmes. No entanto, as previsões granulares no nível do segmento, sem contar no nível do cliente, permaneceram evasivas até o momento devido a barreiras tecnológicas e institucionais.
Miguel e sua equipe conseguiram derrubar algumas dessas barreiras trabalhando com parceiros como o Google Cloud. Juntos, criamos parcerias de dados de privacidade robustos para entender melhor os fãs de cinema. Além disso, desenvolvemos modelos internos de aprendizado profundo que treinam com os dados granulares de clientes e roteiros de filmes para identificar os padrões básicos nas preferências dos públicos de diferentes gêneros cinematográficos. Em um período de 18 meses, esses modelos se tornaram parte dos critérios padrão para tomar decisões de negócios importantes. Eles também fornecem um dos indicadores mais objetivos e eficazes com base em dados para avaliar o tom de um filme, sua afinidade com públicos primários e secundários, além do seu provável desempenho financeiro.
Abordaremos esses métodos em mais detalhes. Quando o assunto é cinema, analisar o texto de um roteiro não é o suficiente, pois ele só fornece o esqueleto da história, sem o dinamismo adicional que pode atrair o público a um filme. A equipe se perguntava se havia algum meio de usar a visão computacional moderna e avançada para estudar os trailers de filmes, que ainda são o principal elemento de toda a campanha de marketing de um filme. O lançamento do trailer de um filme novo é um evento altamente antecipado e pode ajudar a prever seu sucesso. Assim, é importante que as empresas garantam que o trailer passe a mensagem certa para os espectadores. Para atingir esse objetivo, a equipe de ciência de dados da 20th Century Fox se uniu ao Advanced Solutions Lab do Google para criar o Merlin Video, uma ferramenta de visão computacional que aprende representações densas de trailers para ajudar a prever o público que assistirá ao filme de um trailer específico.
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Na primeira etapa, a equipe identificou a tecnologia que deveria alimentar essa ferramenta. A escolha óbvia foi a Cloud Machine Learning Engine (Cloud ML Engine) junto com a estrutura de aprendizado profundo do TensorFlow. Como é um serviço gerenciado, a Cloud ML Engine automatiza o provisionamento e o monitoramento de todos os recursos. Assim, a equipe pôde se concentrar na criação do modelo de aprendizado profundo do Merlin em vez de configurar a infraestrutura. A integração ao Cloud Dataflow também permite gerar relatórios com facilidade no Data Studio, o que proporcionou à equipe um entendimento mais profundo do funcionamento do processo. A manutenção diária do sistema (principalmente a ingestão de dados) é simples e fácil e pode ser totalmente realizada por cientistas de dados, sem a necessidade da intervenção de engenheiros de outras unidades da empresa.
![Logan | Trailer oficial [HD] | 20th Century FOX](http://img.youtube.com/vi/Div0iP65aZo/maxresdefault.jpg)
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