In. For example, you would have data on all the movies in a certain genre, and then sort them from highest delist multiplier to lowest. Look at the extreme 10% at both ends - the movies with the highest DMs and the movies with the lowest - and see what commonalities exist in those two groups. Maybe you'll see a lot of movies targeted at a particular audience (like African Americans, women over 25, conservative Christians, etc), or a particular sub-genre (like action - sci-fi, comedy - spoof, etc) or release date (build-up to Oscars, holiday weekend, etc). Then you go back and check the whole data set for other movies that fit into that category.
you don't need to shoehorn every movie into a sub-category - what you want is an average for the group and an explanation for why the outliers are so different from the average. If there's a sub-genre that performs the same as the genre average, it's not interesting
I think I'll do this (over time) with my own data - I've been meaning to do somethig like this for a long time, but relying on BOM's similar movies is too easy.