Audiences Marvel at ‘Deadpool’ Trailer, ‘Compton’ Makes Legendary DAR Debut

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 Aug 5, 2015 – Tuesday Aug 11, 2015

RANK LAST WEEK FILM RATING(000)
1 1 Deadpool 32,320
2 Straight Outta Compton 3,630
3 Fantastic Four 3,599
4 No Escape 3,433
5 Mission: Impossible – Rogue Nation 3,100

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Aug 5, 2015 – Tuesday Aug 11, 2015

FILM RATING(000) % CHANGE
The Last Witch Hunter 1,098 +7,240%
By the Sea 349 +6,540%
About Ray 29 +3,880%

 

Insights:

  • 2016 releases overtook the DAR-Film leaderboards last week after a series of new trailers, but quickly dropped off to make room for 2015 films making their way to the big screen. Late summer features reclaimed the top 5 leaderboard, while fall flicks “The Last Witch Hunter“, “By the Sea“, and “About Ray” topped the trending leaderboard.
  • Summer releases “Mission Impossible – Rogue Nation” and “Fantastic Four” returned to the top 5 after a competitive weekend in theaters, while “Straight Outta Compton” and “No Escape” debuted on the DAR-Film leaderboard with August releases just around the corner.
  • “Straight Outta Compton” made it’s debut at #2 on the DAR-Film leaderboard after ranking as the most engaging film on Facebook and Twitter this week. With opening weekend just hours away, “Compton” consumed fans and captured over half a million engagements on each digital platform. “No Escape,” on the other hand, has a full week before hitting theaters and relied on YouTube for engagement.
  • Despite a disappointing weekend at the box office, “Fantastic Four” fans flooded Wikipedia in search of additional information. Over half a million page views landed “Fantastic Four” a spot on the DAR-Film leaderboard as the most searched for film on Wikipedia this week.
  • Deadpool” maintained the top spot this week as the only 2016 title on the charts and also ranked as the most engaging film on Tumblr and YouTube for the second week in a row. The initial trailer propelled last week’s performance, while the red and green band trailers kept the film afloat this week. The three trailers have been viewed a total of 37 million times on YouTube since release.

 

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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