Lights! Camera! Apes!

Brandweek,  July 16, 2001  by Becky Ebenkamp

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Women have a jones for Julia, men have a hankerin' for monkeys. That's what the Yahoo! Buzz Index found when it looked at which summer flicks users were searching at the site.

* Get your stinkin' paws off me, you damn dirty ape! Buzz: Interest in Planet of the Apes spiked in mid-April with a score of 15, lost steam for awhile, then resurged during the week of July 8, when it hit 16. The film, which opens July 27, got 67% of its buzz from males and 33% from the age 25-34 demo.

* Brontosaurus buzz: Searches for Jurassic Park--the latest installment, Jurassic Park III, hits screens July 18--steadily increased 39% from the week previous.

* Virtual-babe buzz: The buzz score for Final Fantasy rose 29% over the week before. Again, males drove much of the hoopla. They conducted 67% of the searches.

* Billy buzz: Buzz for America's Sweethearts is quite low compared to other July releases. The film, which was written by Billy Crystal and stars Julia Roberts, peaked at a mere 1. The buzz is female driven: Women made up 84% of the searches and they also sought info on Roberts, who led the pack on celebrity buzz (score: 60).

The Yahoo! Buzz score is calculated on the percentage of Yahoo! visitors who've searched on a term. It provides a consistent methodology for tracking changes aver time and for comparing terms against one another.

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COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group