This is fascinating stuff. Variety film editor Josh Dickey got a first-hand look at a social media intelligence tool of a kind that we will be hearing a lot more about in the coming months and years.
CastTyper comes from the good folks at Fizziology, a leading entertainment market research firm. It goes a little deeper by categorizing info shared about actors on social media into the groupings of “physical appearance, emotional resonance, intellectual prowess and power of personality.” Of the four examples Dickey was shown, he says the one that resonated most involved Brad Pitt‘s Moneyball co-star:
Fizziology found that as audiences focused on Jonah Hill‘s weight loss and dramatic acting chops, they lost sight of his lovable personality… Some fans even openly complained about Hill’s weight loss, saying it would make him less funny and lovable; others felt offput by watching a skinny Hill promote Moneyball, in which he was still seen as overweight.
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