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‘Lego Batman Movie’ Trailer Triggers Early Digital Buzz

Newly released “Batman v. Superman” may be all that anyone is talking about this week, but another Batman movie is starting to garner buzz as well: “The Lego Batman Movie,” featuring small, yellow toys rather than a suited-up Ben Affleck.

The Lego Batman Movie” released its first trailer on March 24 to the tune of 5.5 million engagements across social and digital platforms. A spin-off of 2014’s successful “The Lego Movie,” the film features Will Arnett’s Batman character, ready to save the Lego version of Gotham.

Compared to the first “Lego Movie,” the spin-off currently tracks stronger digitally at the same point post-trailer upload. Although the the film does not release until February of 2017, early buzz indicates that fans are very interested to see what “The Lego Batman Movie” has in store, continuing the superhero craze.

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 Mar 23, 2015 – Tuesday Mar 29, 2016

RANK LAST WEEK FILM RATING(000)
1 5 Batman v Superman: Dawn of Justice 9,080
2 The Lego Batman Movie 5,523
3 2 Captain America: Civil War 4,883
4 Star Wars: The Force Awakens 4,688
5 The Nice Guys 4,445

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Mar 23, 2015 – Tuesday Mar 29, 2016

FILM RATING(000) % CHANGE
The Lego Batman Movie 5,523 +65,861%
Lights Out 1,411 +56,183%
War Dogs 3,152 +47,878%

 

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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