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‘Deadpool’ Trailers Steal the Holiday Spotlight from ‘Star Wars’

After shattering numerous box office records, “Star Wars” took a back seat to newcomer “Deadpool” on the DAR-Film leaderboard over the holiday week (12/23-12/29), but remained #1 on Twitter, Instagram, Tumblr, and Wikipedia.

Fox took advantage of the holiday to launch new trailers for “Deadpool,” initially releasing “Deadpool’s Trailer Eve” on Christmas Eve, followed by the second official and red-band trailers on Christmas Day. The videos racked up millions of views on YouTube and earned over a million engagements on Facebook.

The holiday advantage only went so far however, as the second series of trailers underperformed the first trailer released in August. “Deadpool” also ranked No. 1 on the DAR-Film leaderboard surrounding initial trailer release with a Digital Audience Rating of 32 million, compared to this week’s 19 million.

As 2015 comes to an end, “Star Wars” remains the top movie of the year, but “Deadpool” claimed a spot within the top 10 just before the buzzer, at  No. 9. Fellow top 10 films of 2015 include “Avengers: Age of Ultron,” “Batman v Superman: Dawn of Justice,” “Furious 7,” “Jurassic World,” “God’s Not Dead 2,” “Minions,” “The Hunger Games: Mockingjay – Part 2” and “Inside Out.”

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 Dec 23, 2015 – Tuesday Dec 29, 2015

RANK LAST WEEK FILM RATING(000)
1 Deadpool 19,177
2 1 Star Wars: The Force Awakens 9,949
3 The Forest 3,699
4 3 X-Men: Apocalypse 3,445
5 The Revenant 2,055

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Dec 23, 2015 – Tuesday Dec 29, 2015

FILM RATING(000) % CHANGE
Desierto 62 +11,606%
Norm of the North 689 +1,421%
Deadpool 19,177 +678%

 

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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