Movies are big businesses where a lot of money needs to be spent so that box office hits. Prediction of this hit is an impressive science. So studios nowadays depends on its blockbusters by making early prediction to carry their less profitable films. So, companies uses a number of different metrics to predict the sentiment towards a movie. Analytics has spread its arms from Hollywood towards the World’s Biggest Film Industry, Bollywood. Social Sentiment Index (SSI) reveals measures about successful films. It is argued that it might hamper creativity and risk-taking factor in the movie industry. Thus it might affect small films to even take a chance. Read more about this interesting article at: https://channels.theinnovationenterprise.com/articles/can-social-media-analytics-help-end-box-office-flops