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Scoop.it!
With huge troves of data available to mine, marketers are becoming increasingly sophisticated at targeting movies. 
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Scoop.it!
Luca Naso's insight:
Big data, to use the industry buzzword for these sprawling streams of information, is potentially so valuable that moderator Richard Whittington, SAP Labs senior VP/general manager of media industry solutions, likened the drill down potential to historical oil booms.
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Data Analytics can be used to make predictions on the fortune of a movie and to make a better targeting of the advertisments.
It seems to me that the movie industry is seeing the great power of Big Data, but is not taking full advatange of it.
Big Data does not consist just in counting clicks or shares, and it does not have to miss "film that has tremendous artistic value but has tough subject matter".
Maybe such a kind of movie will not create much buzz on the web and will not get many positive reviews, but it will create some and in some web communities it will be greatly appreciated.
If used properly (for example with cluster analysis) Big Data is able to identify succesful movies with a limited audience.