×

Digital Tracking: ‘Batman v Superman’ v the Box Office

How Moviepilot sees this week’s wide releases shaping up on Facebook, Twitter, YouTube and Google

 Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? Moviepilot — which studies social data and box office trends — analyzes this weekend’s new movies across Facebook, YouTube, Twitter and Google over the seven days leading up to their release, when marketing campaigns are at their peak.

“Batman v Superman: Dawn of Justice,” Warner Bros
Moviepilot Prediction: $165 million

Anticipation for this clash of the superhero titans has been fevered ever since the first image of Ben Affleck in the new Batsuit emerged in 2013. Those fanboy fires were stoked even further by the first footage, which dropped at San Diego Comic Con, and the movie’s trailers have gone on to rack up an astonishing count of overall 300 million views across Facebook and YouTube – sentiment has also been positive, with an average 0.59% Buzz score on YouTube coming in at almost double the average.

The digital marketing campaign hit audiences on all fronts; with custom emojis across Twitter, stickers on the popular Bitmoji app, Snapchat lenses and a custom Snapchat pop-up channel, in addition to Facebook stickers and a custom Facebook 360 interactive exploration of the Batmobile.

Furthermore, the digital campaign grounded the movie in the real world by allowing fans to explore Wayne Manor using Google Street View, depicting Lex Luthor as a real-life figure in a Fortune profile, an interview in Wired and most recently launching LexCorp’s Lex/OS, the world’s most secure computer operating system.

In addition, the digital marketing campaign broke new ground by partnering with Amazon and the Amazon Echo to allow users to solve the mystery surrounding the murders of Thomas and Martha Wayne in the interactive adventure, “The Wayne Investigation.”

“Batman v Superman” is headed for a monstrous opening, riding a huge wave of anticipation and over 1.2 million tweets this week along. We see justice dawning to well over $150 million for the weekend.

My Big Fat Greek Wedding 2,” Universal
Moviepilot Prediction: $19 million

Thirteen years after the first helping, “My Big Fat Greek Wedding” returns for another slice of family comedy. While “Batman v Superman” will no doubt take the weekend, “My Big Fat Greek Wedding 2” will provide a welcome antidote to the superhero blockbusters and draw in older audiences and females as a timely piece of counterprogramming.

The cast and creator of the movie have featured heavily in the marketing, taking part in a live Q&A on Periscope, and some of the funnier parts of the sequel have been featured by Buzzfeed. The highlight from the campaign is the hilarious “Awkward Wedding Photos Contest” – we all have a few potential entries for this one!

“My Big Fat Greek Wedding 2” should be set for a nice take around the $20 million mark for the weekend.

Tobias Bauckhage (@tbauckhage) is co-founder and CEO of moviepilot.com, a social-media-driven movie community reaching over 29 million Facebook fans and 30 million monthly unique users. Based on community data, Moviepilot helps studios to optimize their social media campaigns, identifying, analyzing and activating the right audiences. The company works with studios like Focus Features, 20th Century Fox and A24.

Popular on Variety

More Digital

  • netflix latest section

    Netflix Adds Upcoming Titles Section to Its TV App (EXCLUSIVE)

    Netflix is making it easier to keep track of all of its new releases: The company is adding a new “Latest” section to its TV app that includes both listings of newly released titles, as well as movies and TV show seasons that will be released this week and the week after. Upcoming titles are [...]

  • iQIYI headquarters building in Beijing

    Chinese Streamer iQIYI Squeezed by Changing Content Context

    Chinese video streaming giant iQIYI saw its losses deepen, in the April to June second quarter of its financial year. The company grew subscriptions, but was hit by rising content costs and lower advertising revenue Its parent company, Chinese search leader, Baidu saw its year on year profits drop, though it recovered from loss in [...]

  • westworld awakening art

    HBO Launches 'Westworld Awakening' VR Game With Survios

    Ever wanted to enter the world of “Westworld?” Now you can — except it won’t exactly be like you might have imagined it. Instead of being one of those guests living out their fantasies, you will be a host, slowly coming to grips with your life being an elaborate illusion. “Westworld Awakening” has been produced [...]

  • Spotify Announces Upgrades to Family Plan,

    Spotify Announces Upgrades to Family Plan, at No Charge in U.S. and U.K.

    Just days after reports emerged that Spotify is aiming to increase the price of its family plan in its home market of Scandinavia, the streaming giant announced an upgrade to the plan — with no price increase in the U.S. and U.K., where it remains at $14.99 and £15, respectively. A rep for the company [...]

  • Mike Vaughan

    Former Venmo COO Mike Vaughan Joins Stem's Board

    Los Angeles-based music distribution and payments startup Stem has appointed former Venmo executive Mike Vaughan to its board of directors. Vaughan was chief operating officer of Venmo from 2011 until earlier this year, and is now executive in residence at Oak HC/FT. “The music industry can benefit tremendously from innovation in the way money flows [...]

  • Streamy Awards

    Streamy Awards 2019 Return to YouTube for Exclusive Live-Stream

    The 9th Annual Streamy Awards will again be available to stream live on YouTube exclusively. The 2019 awards ceremony will take place at the Beverly Hilton in Beverly Hills on Friday, Dec. 13 and will stream live globally on YouTube via youtube.com/streamys. Videos from the 2018 Streamy Awards received over 6.9 million views on YouTube. [...]

  • Stefan Heinrich Henriquez - Cameo

    Celeb Video-Shoutout Startup Cameo Hires Ex-TikTok Exec Stefan Heinrich Henriquez

    Cameo, a startup that lets consumers purchase video shoutouts from celebrities, tapped Stefan Heinrich Henriquez as chief marketing officer and general manager of international. Heinrich, most recently head of marketing for short-form video app TikTok, will lead the company’s global growth and branding and play a key role in Cameo’s continued global expansion. He’s based [...]

More From Our Brands

Access exclusive content