It’s safe to say Skyfall, the latest film in the James Bond series, entered the gate with a rather large fan base. With its record breaking opening for a Bond film (31% higher than Quantum of Solace), Skyfall has proven there is still a large market for this historic franchise.  Beyond that, it is apparent Skyfall appealed to movie goers beyond the core James Bond group.  Determining who these additional fans are is crucial to replicating those successes going forward. What is it about Skyfall that captures such positive reviews? For this reason, we’ve chosen to explore the behaviors of those showing interest in Skyfall versus those interested in other Action and Adventure movies.

Our audience insights tools did discover one distinction in Skyfall’s fan base. It appears the ladies really do love James Bond – and there is ample evidence to this finding.

Shopping:

High lift shopping behaviors for those viewing content for Skyfall as opposed to Action and Adventure movies in general tend to skew towards a female audience. This higher propensity for purchasing cosmetics, traditionally, point towards women.

Arts & Entertainment:

As we all know, media consumption can tell a lot about an audience.  You can learn about a person just by browsing through their DVDs or MP3 player. Those interested in Skyfall indexed much higher for television shows geared towards a female audience.

Conversely, those who skewed towards traditional Action and Adventure movies preferred to play video games. Particularly, first person shooter games – a hobby that is traditionally male centric.

Home Interests:

Home interests again focus on behaviors typically associated with women; you’ll notice cat litter indexes much higher. Cats have gained a reputation as being somewhat feminine. This misconception might have its roots in the familiar story about old ladies and their many cat companions. However, a small and unscientific study found that 80% of cat owners are women.

Additional interests for those viewing Skyfall data included dress up games, beauty, and cooking. While I’m sure Sean Connery and Daniel Craig would be willing to duke out who is the more desirable 007, it is apparent Skyfall’s windfall was due to its appeal to women.

Tomorrow Never Dies

Many of these discoveries may be surprising or even counterintuitive. Therefore, it is becoming increasingly important to identify and capitalize off information related to purchase decisions in order to stay ahead of the competition.  Traditionally, those promoting movies preferred using larger mediums, such as billboards. Unfortunately, billboards can’t be targeted, but digital ads can.

With the right tools pointing you to the right audience, your next product could be the big hit.

Or perhaps Hollywood should take a cue from the character James Bond and pay more attention to the ladies when advertising for the next big Action and Adventure film? Having Daniel Craig as your poster child definitely helps with this approach.