Biggest Movies on Social MediaMARCH-APRIL 2015

Summary

Twitter Analytics• @Furious7 has the highest number of twitter mentions in the past 30 days• Movies watched by children and young adults(Inside Out, Cinderella, Paper Towns )

have a higher engagement rate as well as post/day on twitter• Though Furious 7 has the highest number of mentions, it has the lowest positive

sentiment @ 8.4

Facebook Analytics• Furious 7 has the most likes and is the most talked about movie on Facebook

YouTube Analytics• Trailers for Avengers: Age of Ultron have the maximum views on YouTube with

approximately 141 million views.• Fifty Shades of Grey and Star Wars: The Force Awakens come at a close second

and third with a 78.7m and 76m views respectively.

Comparison of Twitter Followers

The A

venger

s- Age o

f Ultr

on

Juras

sic W

orld

Ant-

Man

Furio

us 7

Fifty

Shades

of G

rey

Kingsm

an: T

he sec

ret S

ervic

e

Cinder

ella

Pitch

Perfec

t 2

Ento

urag

e

Paper

Towns

0

5

10

15

20

25

30

35

40

45

39

23

26

17

1 1

7

2 2

% share of twitter followers 1. Avengers

@39%2. Furious 7

@26%3. Fifty

Shades@ 17%

Movies Number of twitter followersStar Wars: Episode VII-

The Force Awakens No official twitter profileThe Avengers- Age of

Ultron 1314158Mad Max- Fury Road 8686Mission Impossible V No official twitter profile

Jurassic World 70873Terminator Genisys 11885

Inside Out 11063Ant- Man 104316

Magic Mike XXL 9911Spectre No official twitter page

The Fantastic Four 8772The Hunger Games- Mockingjay Part 2 No official twitter page

Furious 7 874816Tomorrowland No official twitter page

Fifty Shades of Grey 558793Kingsman: The secret

Service 28380Cinderella 44,089

Pitch Perfect 2 227947Entourage 63722

Paper Towns 55100

0

1

2

3

4

5

6

7

8

9

10

Tweets/ DayEngagement %

Cinderella has the highest tweet/day just ahead of Avengers

Tweets per Day and % of Engagement

Engagement: @Replies+retweets+mentions

Mad Max Fury road has the highest engagement rate

Twitter Mentions in thousands

@starwars @Avengers, @Marvel's

@MadMaxMovie#MissionImpossibleRogueNation

@JurassicPark#HeIsBack, @Terminator

@PixarInsideOut @AntMan

@magicmikemovie#spectre

@FantasticFour #HungerGames

#Furious7, @FastFurious#Tomorrowland, @Disney

@FiftyShades @KingsmanMovie @CinderellaMovie

@PitchPerfect @entouragemovie

@PaperTownsMovie

0 50 100 150 200 250 300 350 400

21.6

210

30.3

34.8

49.7

14.4

14

8.3

10.4

54.2

0.7

22.9

378

2.5

29.4

23.5

66.8

19.5

10.8

19.6

1.

3.

2.

Furious 7 has the highest number of twitter mentions

Fantastic Four (.7 thousand)and Tomorrowland (2.5 thousand) have the lowest twitter mentions

Sentiment Score

1. Pitch Perfect 2

2. Cinderella

3. Kingsman

1. Furious 7

2. Mad Max

3. Fifty Shades

+VE

-VE

@starwars @Avengers, @Marvel's

@MadMaxMovie#MissionImpossibleRogueNation

@JurassicPark#HeIsBack, @Terminator

@PixarInsideOut @AntMan

@magicmikemovie#spectre

@FantasticFour #HungerGames

#Furious7, @FastFurious#Tomorrowland, @Disney

@FiftyShades @KingsmanMovie @CinderellaMovie

@PitchPerfect @entouragemovie

@PaperTownsMovie

0 10 20 30 40 50 60 70 80 90 100

2675

1354

5257

6075

6048

7232

8.461

1476

8891

5965

Sentiment score represents the amount of positive sentiment that the movie generates

Sentiment score below 50

Sentiment score above 50

Observations• A Higher number of mentions does not mean that the sentiment is positive• Furious 7 has the highest number of mentions (378 thousand) but the lowest positive

sentiment (8.4)• Movies such as Hunger Games and Spectre do not have official twitter handles.

However, they are trending with their respective hashtags - #HungerGames, #Spectre

• Similarly, movies such as Tomorrowland and Star Wars are being promoted on twitter by their production studios. Hence, the official twitter handle is being accompanied by the movie hashtag. E.g. #Tomorrowland, @Disney

• Marvel and Cinderella have a high number of mentions and a proportionately high positive sentiment

• Mad Max: Fury Road has low number of mentions (30.3 thousands) and a low positive sentiment at 13.

0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,0000

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Cinderella

179

Number of Likes

Num

ber

of P

eopl

e ta

lkin

g ab

out

the

mov

ie

Furious 7 Has the highest number of likes(53m) and the most number of people talking about the movie(63m). Yet it has a low engagement rate of 11.8%*

Fifty Shades of grey The Avengers

Mockingjay part 2

Number of Facebook Likes vs. Buzz

The size of the bubble represents the engagement % (No. of likes/No. of people talking about it)

Paper TownsHas lesser likes(0.6m) but a lot of people talking about the movie(1.1m). Hence, it has a high engagement % of 179.4%

*Furious 7 is high on both likes and buzz probably due to its imminent release.

0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,0000

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Number of Likes

Num

ber

of P

eopl

e ta

lkin

g ab

out

the

mov

ieAfter removing the movies Paper Towns and Furious, we observe the distribution of the remaining movies:

Mission Impossible V Cinderella

Fifty Shades of Grey

Mockingjay part 2

The AvengersEntourage

Pitch Perfect 2

Terminator Genisys

Highest Engagement % : MIV (28.27%)Facebook Likes: Mockingjay (21m)Buzz: MIV (852K)

Number of Facebook Likes vs. Buzz

The A

venger

s- Age o

f Ultr

on

Mad M

ax- F

ury R

oad

Mission

Impos

sible

V

Term

inator

Gen

isys

Insid

e Out

Magic

Mike X

XL

Spectre

The F

anta

stic F

our

The H

unger G

ames

- Moc

kingjay

Part 2

Furio

us 7

Tomor

rowlan

d

Fifty

Shades

of G

rey

Kingsman

: The s

ecre

t Ser

vice

Cinderell

a

Pitch Per

fect

2

Ento

urage

Paper

Towns

0

1

2

3

4

Engagement (%) Post per day

Paper towns has highest % of en-gagement

Furious 7 makes the highest posts per day fol-lowed by Cinderella

Engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it.

• Though Paper Towns has no significant post/day rate, it has the highest engagement rate• We can see that movies for children and young adults have a higher engagement rate E.g. Inside Out, Tomorrowland,

Paper Towns (It is based on a popular book of the same name)

Posts per Day and % of Engagement

YouTube: Trailer Views

• Trailers include all official trailers including teasers

• Trailer views have been picked from the channels MOVIECLIPS Trailers + movies official channel

Avengers: Age of Ultron has the highest share of trailer views: approximately 141m.

Marvel has released 3 trailers for Avengers plus a teaser trailer.

Star Wars has just released one teaser trailer for The Force Awakens.

Fifty Shades of Grey has two trailers and two teaser trailers.

Star Wars: Episode VII- The Force Awakens

The Avengers- Age of Ultron

Jurassic World

Furious 7

Fifty Shades of Grey

Pitch Perfect 2

0 20 40 60 80 100 120 140 160

76

141

58

70

78.7

34.7

*Views in Millions

Total Shares of Trailer

*Shares on other social media platforms: Facebook, LinkedIn, Twitter, Pinterest, Google+**The shares of the most viewed trailer of a particular movie has been taken

Star Wars: Episode VII- The Force Awakens

The Avengers- Age of Ultron

Mad Max- Fury Road

Jurassic World

Magic Mike XXL

The Fantastic Four

Furious 7

Fifty Shades of Grey

Cinderella

Pitch Perfect 2

Paper Towns

0 100,000 200,000 300,000 400,000 500,000 600,000 700,000

610057

502756

406721

527541

353887

235824

365403

556886

411201

383092

250728 Star Wars: The Force Awakens trailer has been shared the maximum number of times on various social media platforms followed by Fifty shades of Grey.

They also have a similar share in the number of trailer views on YouTube.

F

POPULAR SOCIAL MEDIA CAMPAIGNS

Where: YouTubeWhen: 2014What: A campaign to raise funds and awareness for UNICEF's Innovation Labs and its innovative projectsTotal number of shares: 68,868 Total Views: 3, 285, 885

Star Wars: Force for Change - A Message from J.J. Abrams

POPULAR SOCIAL MEDIA CAMPAIGNS

When: March 2015What: Robert Downey Jr. is

Inviting You to the World

Premiere of Marvel's

Avengers: Age of Ultron-

Campaign for social cause

Total Views: 218K

Where: TwitterWhat: First poster of Magic Mike XXL was shared by movie star Channing Tatum on TwitterIt received 10k retweets.

Magic Mike XXLAvengers: Age of Ultron

Where: InstgramWhat: Beyonce(28.9 million followers)unveiled the trailer for fifty shades of grey on July 2014 It received 495k likes and 87.8k comments

Fifty Shades of Grey

POPULAR SOCIAL MEDIA CAMPAIGNS

• Producers-20th Century fox partnered with Google to create the site -'Become a Kingsman'. • Using platforms such as Google Chrome, Google Street View/Maps and YouTube. • The site introduced gamers to the movie trailer through a series of gamified challenges• Total shares: 4585

Picture Source: http://www.thefwa.com/site/become-a-kingsman

KINGSMAN: The Secret Service

POPULAR SOCIAL MEDIA CAMPAIGNS

CINDERELLA TumblrCreated a short storybook on Tumblr which allowed young fans to contribute Cinderella related content that would be featured on the site.

Had a shoe cam at the Cinderella premiere which had 3,677,756 Views, 127,413 likes and 18,801 shares on Facebook.

Used social media influencers such as Katie Rogers (Tumblr), Brent Rivera (YouTube, vine) and Jorge(YouTube) to promote the movie

Source: http://variety.com/2015/digital/box-office/digital-tracking-cinderella-set-to-become-the-belle-of-the-box-office-ball-1201452230/

Sources:Data and Picture sources:• Official Facebook and Twitter profiles of

movies• Movie website and official YouTube

channel• www.youtube.com

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