Predicting the Best Actor and Actress Categories
My Analytics Counseling Family here at EY has been participating in the 538 Academy Award Challenge. Our project involved creating a culture-matching engine – a way to look at pieces of content (in this case, obviously, movies) and determine how well they match a specific community’s worldview. The hypothesis is that the more a movie matches the current Hollywood zeitgeist, the more likely it I to win. In my last post, I described in some detail the way we did that and our results for predicting the Best Movie (The Big Short). We were pretty happy with the way the model worked and the intuitive fit between the movies and our culture-matching engine. Of course, nothing in what we’ve done proves that culture matching is a great way to predict the Oscars (and even if we’re right it won’t prove much in a single year), but that wasn’t really the point. Culture-matching is a general technique with interesting analytics method and if the results are promising in terms of our ability to make a match, we think that’s pretty great.
The second part of our task, however, was to predict the Best Actor and Actress awards. Our method for doing this was similar to our method for predicting the best movie award but there were a few wrinkles. First, we extracted language specific to each character in the nominated movie. This is important to understand. We aren’t looking at how Hollywood talks about DiCaprio or Cranston or Lawrence as people and actors. We aren’t looking at how they are reviewed. We’re entirely focused on how their character is described.
This is the closest analogue we could think of to culture matching movies. However, this was a point of considerable debate internal to our team. To me, it seems intuitively less likely that people will prefer an actor or actress because their character matches our worldview than when discussing a movie as a whole. We all understood that and agreed that our approach was less compelling when it came to ANY of the secondary awards. However, our goal was to focus on culture-matching more than it was to find the best method for predicting acting awards. We could have predicted screenplay, I suppose, but there’s no reason to think the analysis would deviate in the slightest from our prediction around movie.
Once we had key themes around each nominated role, we matched those themes to our Hollywood corpus. In our first go round, we matched to the entire corpus matching actor themes to broad cultural themes. This didn’t work well. It turned out that we were conflating themes about people with themes about other things in ways that didn’t make much sense. So for our second pass, we tightened the themes in the Hollywood corpus to only those which were associated with people.
In essence, we’re saying which roles best correspond to the way Hollywood talks about people and picking the actor/actress who played that role.
So here’s how it came out:
Do I think we’re going to be right? Not a chance.
But that doesn’t mean the method isn’t working pretty well. In fact, I think it worked about as well as we could have hoped. Here, for example, are the themes we extracted for some of the key actors and actresses (by which I mean their nominated roles):
For Matt Damon in the Martian: Humor, Optimism, Engineer, Scientist, and leadership.
For Leonardo DiCaprio in the Revenant: Survival, Endurance, Tragedy, Individual, Unrelenting, Warrior, Physicality
For Bryan Cranston in Trumbo: Idealist, humanity, drinking, liberal, civil rights
If you’ve seen these movies, I think you can agree that the thematic pulls are reasonable. And is it any surprise, as you read the list, that Cranston is our predicted winner? I think not. To me, this says more about whether our method is applicable to this kind of prediction – and the answer is probably not – than whether the method itself is working well. Take away what we know about the actors and the process, and I think you’d probably agree that the model has done the best possible job of culture matching to Hollywood.
I was a bit concerned about the Jennifer Lawrence prediction. I saw the logic of Cranston’s character immediately, but Joy didn’t immediately strike me as an obvious fit to Hollywood’s view of people. When I studied the themes that emerged around her character, though, I thought it made reasonable sense:
Lawrence in Joy: Forceful, personality, imagination, friendship, heroine
WDYT? There are other themes I might have expected to emerge that didn’t, but these seem like a fairly decent set and you can see where something like forceful, in particular, might match well (it did).
In the end, it didn’t make me think the model was broken.
We tried tuning these models, but while different predictions can be forced from the model, nothing we did convinced us that, when it came to culture matching, we’d really improved our result. When you start torturing your model to get the conclusions you think are right, it’s probably time to stop.
It’s all about understanding two critical items: what your model is for and whether or not you think the prediction could be better. In this case, we never expected our model to be able to predict the Academy Awards exactly. If we understand why our prediction isn’t aligned to likely outcomes, that may well be good enough. And, of course, even the best model won’t predict most events with anything like 100% accuracy. If you try too hard to fit your model to the data or – even worse – to your expectations, you remove the value of having a model in the first place.
Just like in the real world, with enough pain you can make your model say anything. That doesn’t make it reliable.
So we’re going down with this particular ship!
We’ve been experimenting with a second method that focuses on machine learning. Essentially, we’re training a machine learning system with reviews about each movie and then categorizing the Hollywood corpus and seeing which movie gets the most hits. Unfortunately, real work has gotten in the way of some our brute-force machine learning work and we haven’t progressed as much on this as we hoped.
To date, it hasn’t done a great job. Well, that’s being kind. Really it kind of sucks. Our results look pretty random and where we’ve been able to understand the non-random results, they haven’t captured real themes but only passing similarities (like a tendency to mention New York). With all due respect to Ted Cruz, we don’t think that’s a good enough cultural theme to hang our hat on.
As of right now, our best conclusion is that the method doesn’t work well.
We probably won’t have time to push this work further, but right now I’d say that if I was doing this work again I’d concentrate on the linguistic approach. I think our documents were too long and complex and our themes too abstract to work well with the machine learning systems we were using.
In my next post, I have some reflections on the process and it what it tells us about how analytics works.