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First-Person Action Film ‘Hardcore Henry’ Shakes Up Digital

As the first-ever action film shot from a first-person point of view, the risks taken by STX Entertainment’s “Hardcore Henry” are already paying off on social and digital. Described by some as reminiscent of a videogame, the film debuted at #2 on the DAR-Film leaderboard this week after its first trailer released.

The trailer debuted on Feb. 10 via Twitch, the community for gamers. Since launch, “Hardcore Henry” has generated over 11.3 million engagements across platforms, beating out every film except for “Deadpool” in terms of weekly activity.

Although “Hardcore Henry’s” unique shooting style sets it apart, engagement at about one-week post launch trumps similar video game adaptations including “Hitman: Agent 47” and “Need for Speed.” “Hardcore Henry” is set to release in about two months, on April 8th.

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 Feb 10, 2015 – Tuesday Feb 16, 2016

RANK LAST WEEK FILM RATING(000)
1 1 Deadpool 16,217
2 Hardcore Henry 11,310
3 London Has Fallen 6,592
4 Zoolander 2 4,534
5 3 The Witch 4,517

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Feb 10, 2015 – Tuesday Feb 16, 2016

FILM RATING(000) % CHANGE
Hardcore Henry 11,310 +138,995%
The Darkness 895 +94,104%
Criminal 974 +77,968%

 

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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