This is fascinating stuff. Variety film editor Josh Dickey got a first-hand look at a social media intelligence tool of a kind that we will be hearing a lot more about in the coming months and years.

CastTyper comes from the good folks at Fizziology, a leading entertainment market research firm. It goes a little deeper by categorizing info shared about actors on social media into the groupings of “physical appearance, emotional resonance, intellectual prowess and power of personality.” Of the four examples Dickey was shown, he says the one that resonated most involved Brad Pitt‘s Moneyball co-star:

Fizziology found that as audiences focused on Jonah Hill‘s weight loss and dramatic acting chops, they lost sight of his lovable personality… Some fans even openly complained about Hill’s weight loss, saying it would make him less funny and lovable; others felt offput by watching a skinny Hill promote Moneyball, in which he was still seen as overweight.

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It was bad enough when CNN anchor Don Lemon engaged in a weird little Twitter spat with actor Jonah Hill over what he felt was a rude exchange with the actor in a hotel lobby. But the Atlanta newsman may now need to apologize to hotel service staff everywhere.

While trying to explain himself to Soledad O’Brien on CNN’s Starting Point, Lemon said that Hill “treated him like the [hotel] help…” In the comments to an LA Times Show Tracker report, hotel staffer jerandolph had this to say:

Your Royal Highness Lemon -

Sooooo… Mr. Hill – I mean, Jonah – treated you as The Help, eh? As a three-decade veteran of The Help at my hotel, I have a question: What are we??? The lowest form of life??? And, furthermore, if what he did to YOU was not appropriate – then why would it be alright to treat US is such a manner???

Signed,
The Lowly Help

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Following the tragic murder of 17-year-old Trayvon Martin, Twentieth Century Fox are pulling the movie posters and trailer for their summer comedy Neighborhood Watch.

“We are very sensitive to the Trayvon Martin case, but our film is a broad alien-invasion comedy and bears absolutely no relation to the tragic events in Florida,” Fox said in a statement.

Martin was shot and killed by 28-year-old George Zimmerman, a neighborhood watch captain in Sanford, Fla.

Both the trailer and movie poster were created before last month’s shooting. In theaters July 27, the film stars Ben Stiller, Vince Vaughn, Jonah Hill and Richard Ayoade.