Fantastic Beasts and Where to Find Them” dominated social media buzz last week with more than 98,000 new conversations, according to media-measurement firm comScore and its PreAct service.

“Fantastic Beasts,” which opens worldwide later this week, saw a spike due to the Nov. 10 revelation by writer J.K. Rowling that a young version of Professor Albus Dumbledore —  headmaster of the wizarding school Hogwarts in the Harry Potter movies and books — will appear in the five-film franchise. Rowling also disclosed that Dumbledore could be openly gay at some point in the series.

Warner’s “Fantastic Beasts and Where to Find Them” has generated over 909,000 conversations cumulatively. It is on track to draw at least $75 million in its opening weekend on Nov. 18-20 for the North American market.

Disney/Lucasfilm’s “Rogue One: A Star Wars Story” released a new poster on Nov. 7 and trailer on Nov. 11 to help generate over 68,000 new conversations last week. The first spinoff of the new Star Wars franchise, which opens Dec. 16, has generated 1.91 million cumulative conversations on social media.

Disney’s “Beauty and the Beast” generated more than 48,000 new conversations last week, thanks to an official movie poster that was revealed by star Emma Watson on Nov. 10.

“Beauty and the Beast,” directed by Bill Condon, will hit theaters on March 17, 2017.

Disney’s Moana generated more than 30,000 new conversations last week with the animated feature due to open on Nov. 23. “Moana,” which has a voice cast including Dwayne Johnson and newcomer Auli’i Cravalho, has a cumulative total of over 316,000 conversations.

Paramount’s “Ghost in the Shell” saw more than 25,000 new conversations last week after the studio  released behind-the-scenes footage on Nov. 7, a featurette trailer on Nov. 10, and a full trailer on Nov. 13.

Scarlett Johansson made her debut as the cyborg Major in the first full-length trailer, which was unveiled at a special event in Tokyo. “I am thrilled to have been given the opportunity to play the Major, and I am so excited to be able to show you a glimpse into her world,” she says in the clip.