United Talent Agency has developed a measurement tool to track and rank movies based on the social media buzz they accrue in the 365 days up until the film’s release date. Using data provided by Twitter, UTA determines and assigns a ranking for every move on a scale of 1-100. For 2014, UTA observed a pattern by which higher ranked movies outperformed lower ranked movies at the box office. The correlation between a movie’s social media numbers and box office performance however, does not imply causation. Continue reading CES: UTA Talks the Importance of Social Data in Hollywood