They have taken into account and analyzed very reliable data, such as daily ad spending from twenty-five films released in Japanese theaters, word of mouth about movies, how much talk the films generated in social networks, etc....
Based on these criteria and on clever calculations, the model determines the probability for a person to go and see a movie. These algorithms can evaluate the revenue of a film prior to development, a genuine producer dream.
It would be interesting to know the results predicted by the software before the release of the film Untouchables
, to find out if this model is sufficiently general to apply to countries other than Japan.
The Tottori University announcement