When Sony Pictures Entertainment set out to understand what truly drives success on its YouTube channels, it turned to a team of graduate students from LMU’s Master of Science in Business Analytics program. Ornella Darcyl, Henry Lissner, Yannick Angouo Lopes, Ashlee Newton, and Haocheng (Harry) Xiong took on the challenge as their summer capstone project under the guidance of Professor Zhen (Richard) Tang, Ph.D.
“This project was the most fun I’ve had during my academic journey,” said Henry, who graduated in August alongside his teammates. “It’s been a meaningful and memorable send-off as I transition into the next chapter of my career.”
Each team member brought a passion for the entertainment industry along with diverse experiences that enriched the project. Ashlee leveraged her internship with Walt Disney Imagineering, Ornella contributed her background in film distribution with Diamond Films, Yannick applied his expertise in supply and distribution, Harry drew on self-directed projects using IMDb data, and Henry focused on applying machine learning to media. Together, they set out to design an end-to-end analytics pipeline that could transform raw data into a tool capable of guiding programming, optimizing performance, and shaping future strategy.
“I gained valuable insights into how data can drive decision-making in entertainment,” said Ornella. “It has always been my dream to work in this industry, and being part of this project not only gave me the chance to contribute meaningfully but also real-world experience I’ll carry into my career.”
Partnering with Sony’s Fandom Network, the students analyzed thousands of videos using regression modeling, machine learning, ARIMA forecasting, survival analysis, cluster analysis, and sentiment analysis. Their work uncovered which content features drive viewership and revenue, revealed audience momentum patterns, and identified opportunities for strategic content rotation and high-value title selection.
“The project was a true team effort – each member’s unique strengths contributed to a cohesive analytical story,” Ashlee reflected. “This experience reaffirmed my passion for analytics and strengthened my confidence as I begin my career.”
The result was a fully operational, interactive machine learning application. Sony’s content teams can now input video attributes and instantly receive performance predictions and tailored recommendations – enabling them to time releases for peak audience interest and prioritize titles most likely to deliver strong returns.
By the end of the summer, the team had delivered both a deep analytical framework and a practical, easy-to-use tool. The project showcased the MSBA program’s hallmark blend of technical expertise and strategic insight. The summer concluded on the Sony Pictures lot, where the students presented their work to executives in a cinematic finale that captured the power, impact, and real-world relevance of their project.
“Presenting our work on site was both exciting and rewarding,” Harry said. “It was inspiring to see our ideas come to life and to receive feedback from industry leaders.”
For Yannick, the project demonstrated how analytics can directly inform business decisions in the entertainment industry. “Presenting our work at Sony felt like a movie,” he said. “Never in my life as an international student could I imagine being part of this great experience – proving how academic theory can lead to real-world impact.”
