Digital Audience Ratings: ‘Point Break’ Soars to Top, ‘San Andreas’ Shake Up Continues

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 May 27, 2015 – Tuesday Jun 2, 2015

RANK LAST WEEK FILM RATING(000)
1 Point Break 6,548
2 San Andreas 4,628
3 Jurassic World 4,467
4 1 Inside Out 4,244
5 5 Mad Max: Fury Road 3,103

Key
First time on the chart
Pinnacle Rank

Trending Wednesday May 27, 2015 – Tuesday Jun 2, 2015

FILM RATING(000) % CHANGE
The End of the Tour 748 +30,140%
Felt 39 +7,121%
Barbershop 3 30 +3,782%

 

Insights:

  • WB’s “Point Break” remake hits theaters this Christmas and the first trailer was dropped this week. Millions of new and old fans flocked to YouTube to watch the action packed trailer within the first day online. A few days later, a behind-the-scenes featurette was also released right on its heels exposing the audience to even more death-defying stunts. Combined, the trailer and the featurette allowed “Point Break” to debut at the top of the DAR-Film leaderboard.
  • San Andreas” shook up the box office and the DAR-Film leaderboard this week, quickly claiming the #2 spot after engagement doubled over the weekend. Although 2nd overall, “San Andreas” was by far the most engaged with film on Twitter this week, with support from Dwayne Johnson, Kevin Hart, Omarion, John Cena and many other influencers.
  • With the film’s theatrical release date quickly approaching (7/31), the campaign for the David Foster Wallace biopic “The End of the Tour” kicked-off this week. In addition to new trailer viewership, the storyline clearly caught the attention of many – the film was searched for over 17,000 times on Wikipedia this week for more information.

 

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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