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Comic-Con: Marvel ‘Shock and Awe’ Strategy Dominates Twitter Buzz

Disney’s Marvel Studios handily won the hype trophy from this year’s Comic-Con International San Diego.

Marvel Studios — which returned to the 2019 Comic-Con stage with a chock-full Phase 4 slate of announcements — dominated the discussion on Twitter out of the convention, capturing the biggest volume of buzz for nine of the top 10 movies or TV shows overall, according to social-analytics firm ListenFirst Media.

“After sitting out Comic-Con in 2018, Marvel Studios basically unleashed a shock-and-awe campaign in Hall H this year,” said ListenFirst CMO Tracy David. Overall, The CW’s “Supernatural” was the only non-Marvel project to crack the top 10, coming in at No. 7.

The No. 1 most-discussed movie or show at Comic-Con was Marvel’s surprise announcement of the return of the Thor franchise with Natalie Portman in the title role of “Thor: Love and Thunder.” That was followed by the “Blade” reboot starring Mahershala Ali, the standalone “Black Widow” movie starring Scarlett Johannson and “Doctor Strange in the Multiverse of Madness,” per ListenFirst.

The three titles with the highest conversation score on Twitter during Comic-Con as measured by ListenFirst were each Marvel superhero movies with women or minorities in lead roles. The data shows that “not only is Marvel embracing diversity, the audience is as well,” David said.

On the TV front, Marvel’s “Loki” series with Tom Hiddleston for Disney Plus captured the top spot as the most-discussed show. After “Supernatural” in second place came two Disney Plus originals — “WandaVision” starring Elizabeth Olsen and “Hawkeye” with Jeremy Renner — as Marvel stacked the deck for the forthcoming platform with TV projects.

ListenFirst’s Conversation Score for Comic-Con was tabulated using mentions of each film and TV program in conjunction with Comic-Con-related terms on Twitter (hashtags, keywords, and official handles) from July 17-21.

Top 10 Film & TV Titles at 2019 Comic-Con International by Conversation Score

Rank Film & TV Programs ListenFirst Comic-Con Conversation (7/17-7/21)
1 “Thor: Love and Thunder” (Marvel) 254,156
2 “Blade” (Marvel) 161,491
3 “Black Widow” (Marvel) 151,808
4 “Doctor Strange in The Multiverse of Madness” (Marvel) 139,609
5 “Loki” (Disney Plus) 121,708
6 “The Eternals” (Marvel) 102,399
7 “Supernatural” (The CW) 86,680
8 “WandaVision” (Disney Plus) 75,918
9 “Shang-Chi and the Legend of the Ten Rings” (Marvel) 71,894
10 “Hawkeye” (Disney Plus) 71,059

Source: ListenFirst Media

Top 10 Film Titles at 2019 Comic-Con International by Conversation Score

Rank Films ListenFirst Comic-Con Conversation(7/17-7/21)
1 “Thor: Love and Thunder” (Marvel) 254,156
2 “Blade” (Marvel) 161,491
3 “Black Widow” (Marvel) 151,808
4 “Doctor Strange in The Multiverse of Madness” (Marvel) 139,609
5 “The Eternals” (Marvel) 102,399
6 “Shang-Chi and the Legend of the Ten Rings” (Marvel) 71,894
7 “Black Panther 2” (Marvel) 45,531
8 “Captain Marvel 2” (Marvel) 45,270
9 “It: Chapter Two” (Warner Bros.) 18,721
10 “Terminator: Dark Fate” (Paramount) 18,280

Source: ListenFirst Media

Rank TV Programs ListenFirst Comic-Con Conversation (7/17-7/21)
1 “Loki” (Disney Plus) 121,708
2 “Supernatural” (The CW) 86,680
3 “WandaVision” (Disney Plus) 75,918
4 “Hawkeye” (Disney Plus) 71,059
5 “Westworld” (HBO) 48,111
6 “The Walking Dead” (AMC) 37,152
7 “Arrow” (The CW) 30,239
8 “Supergirl” (The CW) 29,131
9 “Riverdale” (The CW) 28,912
10 “Game of Thrones” (HBO) 27,163

Source: ListenFirst Media

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