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Digital Audience Ratings: STX Makes Big First Splash, Mad Max Returns

Each week Variety publishes ListenFirst Digital Audience Ratings (DAR) – Film, a measurement of fan engagement across all the major digital platforms as it relates to film (see the TV version here). Provided by ListenFirst Media, DAR – Film measures what entertainment content is resonating most across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia combined. For more on the methodology behind DAR, scroll to the bottom of the article.

Digital Audience Ratings (DAR) – Film
Weekly Top 5 Wednesday Apr 1, 2015 – Tuesday Apr 7, 2015

RANK LAST WEEK FILM RATING(000)
1 2 Furious 7 19,982
2 The Gift 9,265
3 Mad Max: Fury Road 5,869
4 4 Avengers: Age of Ultron 5,844
5 Paul Blart: Mall Cop 2 2,922

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Apr 1, 2015 – Tuesday Apr 7, 2015

FILM RATING(000) % CHANGE
The Gift 9,265 +3,078,023%
Poltergeist 2,569 +3,620%
Danny Collins 511 +3,277%

 

Insights:

  • Furious 7” topped the DAR-Film leaderboard thanks to an impressive $147 million debut, shattering box office records and outperforming all previous “Fast & Furious” films. On top of box office gains, “Furious 7” was the No. 1 film on almost every social platform this week — leading Facebook, Twitter, YouTube, Instagram and Wikipedia engagement.
  • Newly formed studio STX Entertainment made waves on social this week, with its first trailer release for its first film, “The Gift.” On top of many firsts for the studio, the launch was also the first trailer premiere with Twitter’s live-streaming app Periscope. The Twitter Q&A and exclusive debut were followed by Facebook and YouTube uploads, allowing the July release to quickly rack up more than nine million engagements — debuting on top of the trending leaderboard and ranking second overall.
  • About one month before its release, Warner Brothers’ “Mad Max” returned to the DAR-Film leaderboard for the second time. The film first debuted at No. 1 in December, following the first trailer’s release. Fans were clearly eager to check out the second trailer’s release as well, with a 400% boost in engagement throughout the week following the social launch. Like “The Gift,” “Mad Max” also relied on Twitter users to start the conversation, with fans required to “tweet to unlock” the content.
  • With its release just around the corner, “Paul Blart: Mall Cop 2” debuted on the DAR-Film leaderboard at No. 5. Capitalizing on “Furious 7’s” opening weekend, “Paul Blart’s” 2 Blart 2 Furious preview raked in two million YouTube views, ranking as the top comedy of the week.

 

Jason Klein is the Co-Founder and Co-CEO of ListenFirst Media, a data and analytics company providing insights for brands. ListenFirst aggregates data streams from a wide range of digital, social, and traditional marketing sources to help brands optimize business performance.

Methodology:

ListenFirst Digital Audience Ratings (DAR) – Film are a raw aggregate of daily engagements based on owned, earned and organic consumer behavior on Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia and YouTube. These engagements encompass metrics pertaining to audience growth, page/profile views, page-level and post-level interactions, hashtag volume and Wikipedia page views for all film pages (which provides a proxy for organic search volume).

Organic conversation volume is calculated based on the use of official hashtags, as well as those hashtags submitted directly from distributors. Only hashtags where conversation can be isolated to a specific film are included in the rating.

The Variety Weekly Top 5 and Trending leaderboards for film represent the 7-day (Wednesday – Tuesday) sum total of DAR for all US Domestic Films that have been publicly announced and slated for a commercial theatrical release. Films are rated daily from initial public announcement through 4 weeks post home entertainment street date. Festival films and other films not slated for a commercial theatrical release are excluded from this ranking cohort but available to be rated directly by ListenFirst Media.

The Trending leaderboard surfaces the three films that tracked the largest relative growth in DAR (from the previous 7-day measurement period), and are also in the top 25% based on absolute DAR.

ListenFirst monitors the official digital account owned by the film on each aforementioned platform (except for Wikipedia, where the title-specific profile is considered official). Only the U.S. version of a film’s digital presence is monitored; for platforms that support regional profiles like Facebook, the “Global” profile is considered the U.S. profile. Only profiles that can be attributed to the specific film contribute to the rating (i.e. engagements that happen on the profile facebook.com/ArgoMovie are tracked, while engagements that happen on facebook.com/WarnerBrosPictures are not). For YouTube, in addition to any film-specific presence, content related to the film in question that originated on the parent company’s official YouTube channel is considered.

For other questions pertaining to methodology, contact ListenFirst Media.

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