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 positivesentiment @ 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

39

23

26

17

1 1

7

2 2

0

5

10

15

20

25

30

35

40

45

% share of twitter

followers1. Avengers

@39%2. Furious 7

@26%3. Fifty

Shades@ 17%

Movies Number of twitter followers

Star Wars: Episode VII- The

Force AwakensNo official twitter profile

The Avengers- Age of Ultron 1314158

Mad Max- Fury Road 8686

Mission Impossible V No official twitter profile

Jurassic World 70873

Terminator Genisys 11885

Inside Out 11063

Ant- Man 104316

Magic Mike XXL 9911

Spectre No official twitter page

The Fantastic Four 8772

The Hunger Games-

Mockingjay Part 2No official twitter page

Furious 7 874816

Tomorrowland No official twitter page

Fifty Shades of Grey 558793

Kingsman: The secret

Service28380

Cinderella 44,089

Pitch Perfect 2 227947

Entourage 63722

Paper Towns 55100

0

1

2

3

4

5

6

7

8

9

10

The

Avengers-

Age of

Ultron

Mad Max-

Fury Road

Jurassic

World

Terminator

Genisys

Inside Out Ant- Man Magic

Mike XXL

The

Fantastic

Four

Furious 7 Fifty

Shades of

Grey

Kingsman:

The secret

Service

Cinderella Pitch

Perfect 2

Entourage Paper

Towns

Tweets/ Day

Engagement %

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

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

0 50 100 150 200 250 300 350 400

@starwars

@Avengers, @Marvel's

@MadMaxMovie

#MissionImpossibleRogueN…

@JurassicPark

#HeIsBack, @Terminator

@PixarInsideOut

@AntMan

@magicmikemovie

#spectre

@FantasticFour

#HungerGames

#Furious7, @FastFurious

#Tomorrowland, @Disney

@FiftyShades

@KingsmanMovie

@CinderellaMovie

@PitchPerfect

@entouragemovie

@PaperTownsMovie

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

26

75

13

54

52

57

60

75

60

48

72

32

8.4

61

14

76

88

91

59

65

0 10 20 30 40 50 60 70 80 90 100

@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

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.

Cinderella

1,113,798

-2,000,000

-1,000,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

-10,000,000 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000

Nu

mb

er

of P

eo

ple

ta

lkin

g a

bo

ut

the

mo

vie

Number of Likes

Furious 7Has the highestnumber of likes(53m)and the most numberof people talking aboutthe movie(63m). Yet ithas a low engagementrate 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.

-200,000

0

200,000

400,000

600,000

800,000

1,000,000

-5,000,000 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000

Nu

mb

er

of P

eo

ple

ta

lkin

g a

bo

ut

the

mo

vie

Number of Likes

After 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

00.5

11.5

22.5

33.5

4

Engagement (%) Post per day

Paper towns has

highest % of

engagement

Furious 7 makes

the highest posts

per day followed

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.

76

141

58

70

78.7

34.7

0 20 40 60 80 100 120 140 160

Star Wars: Episode VII- The Force Awakens

The Avengers- Age of Ultron

Jurassic World

Furious 7

Fifty Shades of Grey

Pitch Perfect 2

*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

610,057

502756

406721

527541

353887

235824

365403

556886

411201

383092

250728

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

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 TownsStar 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

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

POPULAR SOCIAL MEDIA CAMPAIGNS Magic Mike XXL

Where: Instgram

What: Beyonce(28.9million

followers)unveiled the

trailer for fifty shades

of grey on July 2014 It

received 495k likes

and 87.8k comments

POPULAR SOCIAL MEDIA CAMPAIGNS

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

KINGSMAN: The Secret

Service

POPULAR SOCIAL MEDIA CAMPAIGNS

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 onFacebook.

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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