Movie promotions today have been taken to a whole new level. Social Media has become the largest talking space for all topics. The same is seen when it comes to popularizing Hollywood movies. Making use of catchy hashtags and interesting posts, these movies try to grab maximum attention before the movie releases. Here's a look at some of the most interesting social media measures adopted by various movies to gain popularity(March-April 2015)

1. Biggest
Movies on
Social Media
MARCH-APRIL
2015

2. Summary
Twitter Analytics
• @Furious7 has the highest number of twitter mentions in the past 30 days
• Movies watched by children and young adults(Inside Out, Cinderella, Paper Towns )
have a higher engagement rate as well as post/day on twitter
• Though Furious 7 has the highest number of mentions, it has the lowest positive
sentiment @ 8.4
Facebook Analytics
• Furious 7 has the most likes and is the most talked about movie on Facebook
YouTube Analytics
• Trailers for Avengers: Age of Ultron have the maximum views on YouTube with
approximately 141 million views.
• Fifty Shades of Grey and Star Wars: The Force Awakens come at a close second and
third with a 78.7m and 76m views respectively.

3. Comparison of Twitter Followers
39
2
3
26
17
1 1
7
2 2
0
5
10
15
20
25
30
35
40
45
% share of twitter
followers
1. Avengers
@39%
2. Furious 7
@26%
3. Fifty
Shades@
17%
Movies Number of twitter followers
Star Wars: Episode VII- The
Force Awakens
No official twitter profile
The Avengers- Age of Ultron 1314158
Mad Max- Fury Road 8686
Mission Impossible V No official twitter profile
Jurassic World 70873
Terminator Genisys 11885
Inside Out 11063
Ant- Man 104316
Magic Mike XXL 9911
Spectre No official twitter page
The Fantastic Four 8772
The Hunger Games-
Mockingjay Part 2
No official twitter page
Furious 7 874816
Tomorrowland No official twitter page
Fifty Shades of Grey 558793
Kingsman: The secret
Service
28380
Cinderella 44,089
Pitch Perfect 2 227947
Entourage 63722
Paper Towns 55100

4. 0
1
2
3
4
5
6
7
8
9
10
The
Avengers-
Age of
Ultron
Mad Max-
Fury Road
Jurassic
World
Terminator
Genisys
Inside Out Ant- Man Magic
Mike XXL
The
Fantastic
Four
Furious 7 Fifty
Shades of
Grey
Kingsman:
The secret
Service
Cinderella Pitch
Perfect 2
Entourage Paper
Towns
Tweets/ Day
Engagement %
Cinderella has the
highest tweet/day just
ahead of Avengers
Tweets per Day and % of Engagement
Engagement: @Replies+retweets+mentions
Mad Max Fury road
has the highest
engagement rate

5. Twitter Mentions in thousands
21.6
210
30.3
34.8
49.7
14.4
14
8.3
10.4
54.2
0.7
22.9
378
2.5
29.4
23.5
66.8
19.5
10.8
19.6
0 50 100 150 200 250 300 350 400
@starwars
@Avengers, @Marvel's
@MadMaxMovie
#MissionImpossibleRogueN…
@JurassicPark
#HeIsBack, @Terminator
@PixarInsideOut
@AntMan
@magicmikemovie
#spectre
@FantasticFour
#HungerGames
#Furious7, @FastFurious
#Tomorrowland, @Disney
@FiftyShades
@KingsmanMovie
@CinderellaMovie
@PitchPerfect
@entouragemovie
@PaperTownsMovie
1.
3.
2.
Furious 7 has the
highest number of
twitter mentions
Fantastic Four (.7
thousand)and
Tomorrowland (2.5
thousand) have the
lowest twitter mentions

6. Sentiment Score
1. Pitch
Perfect 2
2. Cinderella
3. Kingsman
1. Furious 7
2. Mad
Max
3. Fifty
Shades
+VE
-VE
26
75
13
54
52
57
60
75
60
48
72
32
8.4
61
14
76
88
91
59
65
0 10 20 30 40 50 60 70 80 90 100
@starwars
@Avengers, @Marvel's
@MadMaxMovie
#MissionImpossibleRogueNation
@JurassicPark
#HeIsBack, @Terminator
@PixarInsideOut
@AntMan
@magicmikemovie
#spectre
@FantasticFour
#HungerGames
#Furious7, @FastFurious
#Tomorrowland, @Disney
@FiftyShades
@KingsmanMovie
@CinderellaMovie
@PitchPerfect
@entouragemovie
@PaperTownsMovie
Sentiment score represents the amount of positive sentiment that the movie generates
Sentiment
score below
50
Sentiment
score above
50

7. Observations
• A Higher number of mentions does not mean that the sentiment is positive
• Furious 7 has the highest number of mentions (378 thousand) but the lowest positive
sentiment (8.4)
• Movies such as Hunger Games and Spectre do not have official twitter handles.
However, they are trending with their respective hashtags - #HungerGames, #Spectre
• Similarly, movies such as Tomorrowland and Star Wars are being promoted on twitter by
their production studios. Hence, the official twitter handle is being accompanied by the
movie hashtag. E.g. #Tomorrowland, @Disney
• Marvel and Cinderella have a high number of mentions and a proportionately high
positive sentiment
• Mad Max: Fury Road has low number of mentions (30.3 thousands) and a low positive
sentiment at 13.

8. Cinderella
1,113,798
-2,000,000
-1,000,000
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
-10,000,000 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000
NumberofPeopletalkingaboutthemovie
Number of Likes
Furious 7
Has the highest
number of likes(53m)
and the most number
of people talking about
the movie(63m). Yet it
has a low engagement
rate of 11.8%*
Fifty Shades of grey The Avengers
Mockingjay part 2
Number of Facebook Likes vs. Buzz
The size of the
bubble
represents the
engagement
% (No. of
likes/No. of
people talking
about it)
Paper Towns
Has lesser likes(0.6m) but a
lot of people talking about
the movie(1.1m). Hence, it
has a high engagement %
of 179.4%
*Furious 7 is high on both likes and buzz probably due to its imminent release.

9. -200,000
0
200,000
400,000
600,000
800,000
1,000,000
-5,000,000 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000
NumberofPeopletalkingaboutthemovie
Number of Likes
After removing the movies Paper Towns and Furious, we observe the distribution of the remaining movies:
Mission
Impossible V Cinderella
Fifty Shades of
Grey
Mockingjay part 2
The Avengers
Entourage
Pitch Perfect 2
Terminator Genisys
Highest
Engagement % : MIV
(28.27%)
Facebook Likes:
Mockingjay (21m)
Buzz: MIV (852K)
Number of Facebook Likes vs. Buzz

10. 0
0.5
1
1.5
2
2.5
3
3.5
4
Engagement (%) Post per day
Paper towns has
highest % of
engagement
Furious 7 makes
the highest posts
per day followed
by Cinderella
Engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it.
• Though Paper Towns has no significant post/day rate, it has the highest engagement rate
• We can see that movies for children and young adults have a higher engagement rate E.g. Inside Out, Tomorrowland, Paper
Towns (It is based on a popular book of the same name)
Posts per Day and % of Engagement

11. YouTube: Trailer Views
• Trailers include all official trailers including
teasers
• Trailer views have been picked from the channels
MOVIECLIPS Trailers + movies official channel
Avengers: Age of Ultron has
the highest share of trailer
views: approximately 141m.
Marvel has released 3 trailers
for Avengers plus a teaser
trailer.
Star Wars has just released
one teaser trailer for The Force
Awakens.
Fifty Shades of Grey has two
trailers and two teaser trailers.
76
141
58
70
78.7
34.7
0 20 40 60 80 100 120 140 160
Star Wars: Episode VII- The Force Awakens
The Avengers- Age of Ultron
Jurassic World
Furious 7
Fifty Shades of Grey
Pitch Perfect 2
*Views in Millions

12. Total Shares of Trailer
*Shares on other social media platforms: Facebook, LinkedIn, Twitter, Pinterest, Google+
**The shares of the most viewed trailer of a particular movie has been taken
610,057
502756
406721
527541
353887
235824
365403
556886
411201
383092
250728
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000
Star Wars: Episode VII- The Force Awakens
The Avengers- Age of Ultron
Mad Max- Fury Road
Jurassic World
Magic Mike XXL
The Fantastic Four
Furious 7
Fifty Shades of Grey
Cinderella
Pitch Perfect 2
Paper Towns
Star Wars: The Force
Awakens trailer has been
shared the maximum
number of times on
various social media
platforms followed by
Fifty shades of Grey.
They also have a similar
share in the number of
trailer views on YouTube.
F

13. POPULAR SOCIAL MEDIA CAMPAIGNS
Star Wars: Force for Change - A Message from J.J. Abrams

14. POPULAR SOCIAL MEDIA CAMPAIGNS
Magic Mike XXL
Where: Instgram
What: Beyonce(28.9
million
followers)unveiled the
trailer for fifty shades
of grey on July 2014 It
received 495k likes
and 87.8k comments

15. POPULAR SOCIAL MEDIA CAMPAIGNS
Picture Source: http://www.thefwa.com/site/become-a-kingsman
KINGSMAN: The Secret
Service

16. POPULAR SOCIAL MEDIA CAMPAIGNS
Tumblr
Created a short storybook
on Tumblr which allowed
young fans to contribute
Cinderella related content
that would be featured on
the site.
Had a shoe cam
at the Cinderella
premiere which
had 3,677,756
Views, 127,413
likes and 18,801
shares on
Facebook.
Used social media
influencers such as
Katie Rogers (Tumblr),
Brent Rivera
(YouTube, vine) and
Jorge(YouTube) to
promote the movie
Source: http://variety.com/2015/digital/box-office/digital-tracking-cinderella-set-to-become-the-belle-of-the-box-office-ball-1201452230/

17. Sources:
Data and Picture sources:
• Official Facebook and Twitter profiles of
movies
• Movie website and official YouTube
channel
• www.youtube.com

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