Friday, April 21, 2017

CivicScience and National CineMedia Partner on In-Depth Cinema Audience Profiling

CivicScience and National CineMedia (NCM) Partner on In-Depth Cinema Audience Profiling

Latest Project Discovers New Insights into the Evolution of the American Movie-Goer

National CineMedia (NCM) and market intelligence company CivicScience recently partnered to uncover the psychographic and behavioral traits that define today's movie-going audience. The research yielded a number of exciting findings to support cinema advertisers, while providing useful insight to the broader movie industry and adjacent brands.

Throughout the project, CivicScience and NCM studied tens of thousands of people who regularly attend movies in leading U.S. venues and compared them to the General Population of U.S. consumers. By examining their demographics, tech usage, health and wellness behaviors, social media usage, and other differences, CivicScience built rich profiles of this movie-going audience – with the initial goal of understanding the shopping behaviors of greatest value to advertisers.

Through data mining and analysis of the company's extensive survey database, CivicScience was able to separate the movie-goer group into four distinctive clusters based on their shopping habits and behaviors. The bottom-up process that defined the clusters used algorithms to traverse the CivicScience question library to find which response patterns created the most "space" between and the least "space" within the clusters. The clusters identified are:

1.  Conscious Consumers
2.  Fashionable Savers
3.  Spectators
4.  Unplugged Savers

CivicScience examined the clusters to identify how they differ from one another. For example, Spectators have the largest proportion of males while Unplugged Savers are overwhelmingly female. Fashionable Savers are more likely to own a tablet computer while Unplugged Savers are the most likely to donate to charities.

Here are more details on what defines each cluster:

  ·   Conscious Consumers, named because of their strong degree of brand consciousness, skew more male. They are less likely to own a tablet computer and are less likely to be price-conscious, particularly when it comes to food shopping.

  ·   Fashionable Savers, named because of their early adopter and fashion-forward tendencies,are more likely to be male and more than half are under 35 years old. This cluster tries new products and tells others about the products they try. Fashionable Savers use social media more than an hour each day and their purchases are likely to be influenced by social media. They actively use Twitter, Instagram, Snapchat, and Tumblr and regularly play video games.

  ·   Spectators, named because of their high level of consumption in traditional media and sports,theyare the most male skewing, as well as the oldest cluster with more than half over the age of 45. They are less price-conscious and are the least likely to use coupons when shopping.  This cluster is more likely to follow sports, particularly the NFL and college football.

  ·   Unplugged Savers, named because of their lower rate of technology device adoption,are the most likely to skew female. This group tends to write positive reviews online and are more likely to consult online reviews and compare prices when shopping. They actively use Facebook, Pinterest, and Instagram and follow – and even lead – fashion and music trends. Unplugged Savers are generally more price-conscious; however, they are the most charitable among the four clusters.

"Throughout this project, CivicScience provided us with insightful and powerful data," said Sunil Soman, VP of Strategic Insight & Analysis at NCM. "Based on the clusters discovered within our movie audiences, we'll be able to paint a richer picture of our consumers, enabling us to better target relevant content and ads. Additionally, having these assets available will not only help us serve our existing clients, but will also greatly enhance our new business efforts."

Shopping behavior was just one of many dimensions the CivicScience database can explore, and future research is in discussion to segment movie-goers based on social and political leanings, health, wellness, and lifestyle factors, and more.

"NCM is on the cutting edge of insight-driven media and advertising," said John Dick, CEO of CivicScience. "This work will only get smarter and more valuable as it evolves."

About CivicScience
CivicScience is a next-generation polling and consumer research company based in Pittsburgh. Our enterprise software portal, the InsightStore™, combines a proprietary survey methodology with advanced data mining technology to produce deep, reliable, and real-time consumer insights. Our stable of marquee clients ranges from Fortune 100 companies to emerging businesses in retail, CPG, media, food service, electronics, telecommunications, energy, healthcare, and financial services. For more information, please visit

About National CineMedia (NCM)

National CineMedia (NCM) is America's Movie Network. As the #1 Millennial weekend network in the U.S., NCM is the connector between brands and movie audiences. More than 700 million moviegoers annually attend theaters that are currently under contract to present NCM's FirstLook pre-show in over 40 leading national and regional theater circuits including AMC Entertainment Inc., Cinemark Holdings, Inc. and Regal Entertainment Group. NCM's cinema advertising network offers broad reach and unparalleled audience engagement with over 20,500 screens in over 1,600 theaters in 189 Designated Market Areas® (all of the top 50). NCM Digital goes beyond the big screen, extending in-theater campaigns into online and mobile marketing programs to reach entertainment audiences. National CineMedia, Inc. owns a 43.7% interest in, and is the managing member of, National CineMedia, LLC. For more information, visit

Wednesday, April 19, 2017

Be Bold For Change: Women Filmmakers Take Action To Promote Diversity At Cannes Film Festival

 Inspired by passionate women around the world, fighting for gender parity, Yolonda Brinkley, creator of Beyond Borders: Diversity in Cannes announced today, the return of the Women in Formation Short Film Showcase at the 70th Festival de Cannes. The independently produced event will celebrate the voice and power of global women in film and will feature films from across the globe that capture unique female perspectives at a private screening in May 2017.

At a time when worldwide employment of women in film is disproportionately lower than men, Beyond Borders: Diversity in Cannes, the independent global filmmaker movement promoting diversity of age, gender, physical ability, race, religion and sexual orientation at the Cannes Film Festival, will provide a platform for women to promote their talent, creativity and storytelling prowess. With the grace of Meryl Streep, the spirit of Viola Davis and the actions of countless women fighting for gender parity across multiple disciplines, the Diversity in Cannes Women in Formation Short Film Showcase will celebrate the voice and power of women in film at the world's most prestigious entertainment industry event.

"At the risk of being labeled the angry black women, I am fed up with the reports, conferences and closed door discussions pertaining to diversity. As evidenced by the staggering statistics, it's clear, Hollywood and the global entertainment industry at large, don't give a damn about inclusion of any kind. As women, people of color, disabled and other marginalized groups, we're fighting an uphill battle, which we'll continue to lose, devoid audacious strategies to effect change," comments Yolonda Brinkley, creator of Beyond Borders: Diversity in Cannes. "Admittedly, I do not have an answer for the eradication of this blatant discrimination, but believe bold, fearless, collective action is a great start. With that, I invite you to join Beyond Borders: Diversity in Cannes, the movement to promote diversity and inclusion at the Cannes Film Festival, as we celebrate global women in film this May."

The Beyond Borders: Diversity in CannesWomen in Formation Short Film Showcase, will give special distinction to six to eight female filmmakers who depict honorable images of the feminine voice at an independent screening during Diversity Day at the Cannes Film Festival. To culminate, these women, along with general showcase participants and other trailblazing diversity advocates will be acknowledged at an awards reception in their honor. To be considered, female filmmakers are encouraged to submit their films and web-series to the 2017 Beyond Borders: Diversity in Cannes Short Film Showcase.

In celebration of Women's History Month, regular submission deadline is extended through March 31, 2017, for women. Use code WOMENINFORMATION at for special rate.

Monday, April 17, 2017

Actor Chris Warren Is Nightwing

With the recent announcement that DC Comics is bringing "Nightwing" to the big screen, actor Chris Warren officially throws his "wing" in the race. He is starring in the fan led streaming project "The Nightwing" since late 2016, where he brilliantly executes his own stunt choreography "with the skill and determination of Dick Grayson!" Fans agree that Chris Warren bears an uncanny resemblance to the comic book hero and brings a level of reality that they need and demand.

When asked why a "rising star" should be considered for such an iconic role, Chris told us, "I began training every day for this role in October 2015 – parkour, weight training, stunt work, acting on-set and in advanced workshops. I didn't want to simply 'play' this character on TV; I had to become this character in real life . . . well, minus the nightly swinging from rooftops and being shot at." The twinkle in his eye and the smile on his face intensified. "I'm not saying there is no one else who could play the role. I'm just saying . . ." We watched him transform as he continued, ". . . I AM the Nightwing!"

Although there was no doubt in the minds of anyone listening, Chris continued to explain. "A singular focus, a hero's mission, per se, is to inspire people to do whatever it takes to achieve their goals, no matter how insurmountable the odds. Stopping is never an answer."

"The Nightwing," a self-funded, agency-backed fan fiction project, began to come to life in October 2015. (Details here:"It will be the ultimate audition tape for the actual movie," Chris told his agent Christopher Montgomery, CEO of Prodigy Talent Agency, when he first presented the idea.

Montgomery was impressed. We asked him why. "No actor has shown this amount of self-determination to push so hard, be so determined and be so laser-focused on what they want. It's inspiring to help propel such a project forward. Name any actor at any level who not only goes after the role, but creates the work around themselves to prove what they bring to the role! Chris Warren is right when he says he is Nightwing!"

Take a look - we think you'll agree!

Chris Warren Nightwing Workout

The Nightwing Series Preview

Friday, April 14, 2017

"Road Back" Documentary by Director Vincent Brantley Takes a Hardcore Look at Heroin Addiction

Director Vincent Brantley gives viewers a raw and unapologetic look at the struggle of drug addition, through the eyes of an alcoholic and heroin addict in his sophomore effort, "Road Back." Shot in the style of a cinema vérité, the songwriter-turned-director held a private screening of the documentary with filmmakers and industry influencers during Oscar weekend at Raleigh Studios in Los Angeles, garnering positive responsesbefore its run on the film festival circuit. The private screening was sponsored by Intermountain Healthcare, a not-for-profit health system, based in Salt Lake City, Utah.

"Road Back" is a powerful documentary, shining a light on the struggles of heroin addiction by capturing the real life friendship of best friends Wendell Justice and Tom Olson. The two men take viewers on a turbulent journey to sobriety.

Like most families in America, Brantley has grappled with substance abuse within his own family; and his life experiences served as the impetus for filming "Road Back."  Shot on location in Utah and California for more than a year, the "Road Back" is a story of love, a story of life, a story of friendship and a story of triumph. With no definitive beginning or end, the film exposes the daily realities of two friends who walk the road of addiction and recovery together.

"Each day, nearly 600 people -- under the age of 25 -- try heroin, and become addicted," said Brantley. "No addict wants to be an addict. And the people closest to them don't understand an addict's urge to take drugs." Brantley hopes viewers will gain better understanding of substance abuse as a chronic illness, if they can see it through the eyes of an addict. "Road Back" is an up close and personal account (sometimes nasty) – of one man's fight to be clean, and another man's fight to stay clean.


"Road Back" | 83 minutes | movie synopsis

"Road Back" is an astounding story told through the lens of director Vincent Brantley, giving viewers an unapologetic and raw look into the struggle of drug addiction through the friendship between two unlikely friends. Tom Olson is a well-to-do White executive, and a recovering alcoholic from Salt Lake City, Utah. And Wendell Justice is a Black barber and heroin addict from the mean streets of Bakersfield, Calif.

"Road Back" courageously takes viewers behind the door of the user – that is, injecting, snorting and smoking "smack" -- showcasing the ugliness of a heroin drug addition as Justice tries to beat it.The doc reveals how drugssidelined Justice's promising career as a celebrity barber, and how he ended up serving 17 years in prison for drug-related crimes.  Now paroled, Justice struggles to make a fresh start and shake his appetite for the dope. In telling Justice's story in the "Road Back," the director cleverly incorporates vintage footage of his arrest as well as in-depth interviews with friends and family. As Justice stares down the possibility of sobriety, it's Olson who offers him a lifeline of support and compassion.

"Road Back" takes viewers inside the heart of these two men, humanizing both addicts, and understanding their inner pain and challenges of wanting to be sober and actually staying sober.

To view the trailer of "Road Back," visit

For more about the film, visit

About Tom Olson (Executive Producer)

Tom Olson, raised in Salt Lake City, Utah where he learned early on the value of hard work from his father, Les Olson, the founder of the Les Olson Company. It is the largest distributor of Sharp products, and one of the most successful companies in that region. Olson's sales and management abilities led him to become one the company's top executives. Still, having a successful career in his family's company didn't protect Olson from his addition to alcohol. Like many Americans nationwide, he's battled alcoholism most of his entire life. Olson serves as the executive producer of "Road Back." The doc offers insight into the affects of his addiction on family and friends as well as his attempts to save his friend's life, battling with heroin. Olson is also the founder of the Good Time Golf League, which mentors individuals trying to stay sober.

About Wendell Justice
Wendell Justice, as a kid brought up in the tough streets of Bakersfield California dreamed of being one of the best barbers in the country.  Justice mentored under local barbers, and later graduated from both barber and cosmetology school. He quickly gained the reputation as a celebrity barber, cutting the hair of many Utah Jazz NBA players. But surprisingly, local barber shops attracted an element of crime, and hidden behind Justice's charismatic smile and fast talk was an addiction trigger. Derailing his promising career, Justice spent 17 years in prison for drug-related crimes. Upon release from prison, he wanted a fresh start. Years earlier, he met Tom Olson at a treatment center, and re-connected, only to find that the two still had a bond. The "Road Back is also Justice's story as he tries to survive heroin addition with a lifeline from one friend who understands his struggle.

ABOUT THE DIRECTOR | Vincent Brantley
Vincent Brantley is an accomplished singer, songwriter, musician and music producer who gained major recognition after co-writing and producing the platinum-selling, hit single, "Cool It Now," by Boston based boy band, New Edition.  The song was the group's second #1 hit on the R & B (Black singles) charts, and the first Top 10 single on the pop charts. "Cool It Now," was recently featured in BET's highly-rated mini series, "The New Edition Story."

Brantley has garnered more than 50 awards and commendations for songwriting, producing and performing on a plethora of albums with major recording artists both domestic and foreign.  Brantley transitioned into filmmaking with his debut romantic comedy, "Hopelessly In June," a feature film, written, directed, produced and starring Brantley. The cast includes Keith David, Ella Joyce, Ed Asner, Tiny Lister, Jr., and newcomer Carolyn Neff.  "Hopelessly In June" was selected by eight film festivals in the United States and Canada, winning Best Comedy Feature Filmat the Garden State Film Festivalin New Jersey and can be seen on Netflix,Amazon, Wal-Mart and Red Box.

Wednesday, April 12, 2017

The Johnny Starr Story movie goes to Muskogee, OK

The Johnny Starr Story movie goes to Muskogee, OK

The Johnny Starr Story has been named an official selection at the Bare Bones International Film & Music Festival. The festival runs from April 18-23 in Muskogee, Ok.

The Johnny Starr Story follows reporter Jason Hawkins as he investigates the death of rock star Johnny Starr and a cold case murder of District Attorney Jack Hawkins. He soon learns that he has gotten a little too close to the truth.

The movie was filmed in Natchitoches, LA the oldest town west of the Mississippi River. It was filmed in June 2016 over the course of three and a half days across 10 locations.

Inspired by actual events the film explores how corruption, greed, and a usurpation of power can effect generations of families in small town America for years to come.

The screening at the Bare Bones International Film & Music Festival is part of The Johnny Starr Story's2017 film festival circuit run. We are looking for strong support and audiences at the film festivals we are accepted in and screened at.

You can follow us on our social media at:

Twitter: @JohnnyStarrFilm

Instagram: @TheJohnnyStarrStory

8778 Productions is an independent film production company based out of Dallas, TX. The company was started by Actor/Writer/Producer/Director Israel Varela in an effort to showcase talent from the Southern states (TX, LA, GA, OK) and tell meaningful stories to our viewing audience.

Screening Date: 4/22/17

Screening Time: 11:30am

Screening Location: 801 W. OKMULGEE-MUSKOGEE, OK 74401

This event is open to the public.