SOCIAL MEDIA BY ALEX EDGHILL 128 MAY <strong>2019</strong>
WHAT’S HOT THIS SUMMER? THE LION KING LEADS THE PACK ON SOCIAL PLATFORMS The summer season at the box office is upon us yet again, and to coincide with this supercharged time at theaters we have a brand-new set of tools and tracking features at our fingertips here at <strong>Boxoffice</strong>. They offer a wealth of new angles and viewpoints on the season and will be invaluable to our arsenal as pundits and color commentators. >> To date, <strong>2019</strong> has not been a massive success for cineplexes—it is lagging more than 15 percent behind 2018 as I write this column. Undoubtedly, Avengers: Endgame will offer a huge shot of adrenaline, but if box office is to grow and surpass last year’s record, then it needs some other major wins besides Endgame and Star Wars: The Rise of Skywalker, which drops at the end of the year. As always, summer is filled with potential. There is plenty of variety, a wide range of films including sequels, remakes, spin-offs, and original offerings. We have never seen more than three films open to above $150 million in a single year, but there’s a very strong chance that will happen in <strong>2019</strong>. Which of the summer releases are primed for huge breakouts? Or busts? Let’s take a closer look at the most relevant social media statistics over the last two weeks as of this writing to try to narrow the field and glean whatever information we can from Facebook, Twitter, and Instagram. Before we delve into the numbers, it’s important to note that when comparing social media data across platforms, no two services are the same, both in terms of usage and in terms of demographic breakdown. Instagram has more than double the users of Twitter, while Facebook has more than double the users of Instagram. The 13–17 demographic has a stronger foothold on Instagram than either of the two, while Twitter has a much higher percentage of its user base over 35 than either of the other two combined. Social media monitoring is by no means an exact science—it’s like trying to nail a bull’s-eye with a dart from a speeding car—but it is one of the strongest, fastest, and most cost-effective litmus tests of prospective moviegoers. The Lion King was the most consistent performer over all three social media platforms tracked during the period in question. With 23 million fans in total, it led five of the six categories examined, missing out only on Facebook Engagement (calculated by Likes + Shares + Comments/Number of Fans). Not only did it lead most of the categories analyzed, it was more than double the competition in three of the five it led. Based on these buzz numbers, there is little doubt that this is the film to beat outside of Avengers: Endgame this summer season. While the original Lion King was a massive success, grossing $312 million way back in 1994 and becoming the highest-grossing animated film of all time in its initial run (which it later raised to $423 million after Imax and 3-D rereleases), there was some doubt about how a fully CGI remade adaptation would fare. But these social media numbers have all but dispelled any concern about its performance. Next up is Detective Pikachu, which KEY SUMMER FILM SOCIAL MEDIA PERFORMANCE: MAR 29–APR 14 TWITTER FACEBOOK INSTAGRAM Title Date New Page Likes New Post Likes Power* Engagement** New Followers New Post Likes The Lion King July 19 12,386 256,566 6.8 2.9 29,596 143,971 Detective Pikachu <strong>May</strong> 10 5,944 64,668 4.6 4.6 6,346 135,761 X-Men: Dark Phoenix June 7 2,330 63,281 6 2.4 75 2,641 Aladdin <strong>May</strong> 24 1,407 - 4.7 1.6 2,331 15,496 Godzilla: King of the Monsters <strong>May</strong> 31 842 9,820 5.7 3.4 2,229 26,740 Toy Story 4 June 21 599 - 5.4 1.4 3,196 15,942 The Secret Life of Pets 2 June 7 592 23,556 5.2 2.8 1,896 25,233 John Wick: Chapter 3 - Parabellum <strong>May</strong> 17 454 1,576 5.5 3.5 3,167 10,672 Fast & Furious Presents: Hobbs & Shaw Aug 2 159 890 4.1 4.4 2,443 6,860 Ma <strong>May</strong> 31 43 313 2.2 3.6 225 2,063 *Based on Likes + Shares + Comments / **Based on Likes + Shares + Comments/Number of Fans MAY <strong>2019</strong> 129
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2019 VOL. 155 NO. 5 ROCKETMAN JOHN
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How Does an Antitrust Consent Decre
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GOVERNMENT RELATIONS BY ALEX RICH,
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