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‘Warcraft’ Trailer Trending Twice as Strong as Genre Predecessors

Warcraft” shook up the digital world this week, capitalizing on interest in one of the highest grossing video games of the century and ranking as the #1 film of the week. The first trailer for “Warcraft” was released on Friday (11/6) and nearly 23 million gamers and moviegoers alike flocked to the content.

In comparison to previous video game adaptations — “Need for Speed”, “Hitman: Agent 47,” and “The Angry Birds Movie” — “Warcraft’s” trailer is by far the most popular. Millions of gamer eyes on the trailer were expected, but the film’s Wikipedia search volume, often indicative of new fan interest, may be the most impressive result of the launch. After 200,000 film searches in only five days, interest in “Warcraft” more than doubles previous releases of its kind.

The film’s June 2016 release is far in the distance, but trailer performance and early tracking indicators confirm “Warcraft’s” potential to also become the strongest video game adaptation to hit theaters.

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.

Popular on Variety

Digital Audience Ratings (DAR) – Film
Weekly Top 5 Wednesday Nov 4, 2015 – Tuesday Nov 10, 2015

RANK LAST WEEK FILM RATING(000)
1 Warcraft 22,952
2 1 Star Wars: The Force Awakens 8,453
3 2 The Hunger Games: Mockingjay – Part 2 5,791
4 Kung Fu Panda 3 4,942
5 Alice Through the Looking Glass 4,202

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Nov 4, 2015 – Tuesday Nov 10, 2015

FILM RATING(000) % CHANGE
Alice Through the Looking Glass 4,202 +19,939%
London Has Fallen 418 +4,672%
13 Hours: The Secret Soldiers of Benghazi 3,290 +1,837%

 

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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