WB’s ‘Batman v Superman,’ ‘Suicide Squad’ Outpacing Competition on Digital Platforms

Suicide Squad
Courtesy of Warner Bros.

With upcoming films “Suicide Squad” and “Batman v Superman” both climbing the DAR-Film leaderboard, Warner Bros. has claimed the lead as the studio with the most anticipated comic-book adaptations of the year.

Among the slew of comic book films set for release in 2016, including new “Captain America” and “X-Men“ adaptations, early social and digital tracking places “Suicide Squad” and “Batman v Superman” 500% stronger than competitors based on standing at the same point pre-release. “Batman v Superman” is currently the #1 film by volume, followed by “Suicide Squad” and “Deadpool.”

“Suicide Squad” will not hit theaters until August of 2016, but with “Batman v Superman” set for release in March, early trailer interest levels confirm that Warner is expected to see one of its strongest summers yet.

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 Jan 20, 2015 – Tuesday Jan 26, 2016

RANK LAST WEEK FILM RATING(000)
1 Suicide Squad 33,221
2 Neighbors 2: Sorority Rising 9,058
3 2 Deadpool 6,366
4 Batman v Superman: Dawn of Justice 5,645
5 Gods of Egypt 4,061

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Jan 20, 2015 – Tuesday Jan 26, 2016

FILM RATING(000) % CHANGE
Neighbors 2: Sorority Rising 9,058 +13,910%
Eddie the Eagle 2,282 +8,874%
Race 1,583 +7,385%

 

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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  1. crcomics says:

    So their metrics include the studios own tweets/hashtags/whatnot, and don’t actually qualify if the “buzz” is positive or negative? These are the most meaningless numbers possible without just making things up.

  2. Nickcaged says:

    I’m so hyped for suicide squad and batman, can’t believe it’s less than 2 months away! :-D

  3. Wilf Smith says:

    No, I think God’s of Egypt could be the movie to take down the superheroes movies that are over saturating the market. A fresh take on larger then life gods played by some truly supreme larger then life actors (Butler and Lannister). It’ll blow minds. Besides Egypt is cool, always has been, take the Mummy for example. I bet Universal is still making a boatload of dollardos off that franchise. On the whole Gods of Egypt looks refreshing, well cast and physically exhilarating. The take on classic Egyptian mythology using character accurate representation is something sorely needed, and something that the director and special effects director seemed to nailes. Just don’t be afraid of something new.

    • Dave says:

      You think, for even one second, that Gods of Egypt could make more money than BvS, Suicide Squad, X-Men: Apocalypse, Captain America: Civil War….you belong in the funny farm. BvS stands to make a hell of a lot of money. I would even bet that it will be the first Superhero movie to break 2 Billion Dollars! Over saturated?…don’t make me laugh. As long as they are all good the market will never become over saturated. There were only 3 Superhero movies out last year…right now, people are begging for it! With Deadpools R rating, Batman V Superman will be the first SH movie in a while that parents can take their kids to. Not that it needed any more advantage than having the two most iconic Superheroes of all time go head to head and quite possibly the whole Justice League showing up in the show. This year will be the greatest Superhero movie year to date! Gods of Egypt might beat Deadpool, Gambit or Dr. Strange at the box office but that’s up for debate. I kinda wanted to see GoE, but with all the Superhero movies…I don’t know if I’ll have time?

    • kslaught says:

      “character accurate representation”… I think you have the wrong movie in mind. Scots and Danes look NOTHING like ancient Egyptians. They didn’t even try.

    • Maria says:

      I see a troll here. Most of the buzz is 99% negative. While i do think Lannister (he does have a name outside Westeros though) is a good actor, Butler isn’t and this doesn’t even look good enough to get some geek fans. I think people just wait to see how big flop this will be.

      • Maria says:

        P.S There is no need to put so much fault on the actors, it’s not like all the movies in this chart are full of talented people.

  4. lindsey says:

    This an on-going joke. The guy who tries to sell his DAR metrics as the gold-standard in online audience measurement writes a fluff piece reporting his wonky DAR metrics. Does anyone really believe there’s more interest in Gods of Egypt than Captain America: Civil War?

    If you’re only measuring one week, then doesn’t it follow that whichever films have new trailers that week will rule these charts?

    Lastly, awareness doesn’t correlate directly to success – making fun of a movie (or a political candidate) is being misinterpreted as “popularity,” whereas there should be some consideration for infamy.

    • Atinder says:

      100% agree with everything you’ve said.
      I was linked by a friend who told me ‘goodbye marvel’ and News websites have churned this out saying dc is beating marvel by 500%.
      All this and they dont account for the fact that the suicide squad trailer was released less than a day before they started recording this data.
      Completely misleading.

      It would make more sense to compare the buzz of movies right after trailers came out, and how long that buzz remained.

    • Delicious tears says:

      Oh boo-fucking-hoo Marveltard, cry me a river.

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