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RelishMix observes that fans are going wild on social as they leave the theater. “While YouTube views have added another 22M views in the last 48 hours, the most striking metric with Last Jedi is its Twitter hashtags, for #StarWars, #LastJedi, #TheLastJedi and @StarWars, hit an earth-shattering 438K individual user tags and posts on Friday. That’s more than twice the hash-tagging single day activity of any film over the last five years, including Avengers, Fast and Furious, Despicable Me, Beauty and the Beast, Spider-Man, Batman or even The Force Awakens.”
Remarking on how Disney integrates its promotional partners with its Last Jedi marketing, social media monitor RelishMix says, “the film’s campaign is powered by Disney’s exceptional social reach, and allows them to share social materials with hundreds of millions of followers consistently throughout the year.”The Nissan clip which advertises their new technology with a driver who looks like Rey and passenger who appears as Luke as clocked in 3.4M views. Last Jedi‘s social media universe across Facebook, Instagram, YouTube views and Twitter is weighed at 820.5M, and that doesn’t include any materials from previous Star Wars movies. Through Last Jedi files behind Spider-Man: Homecoming (860M SMU) and Thor: Ragnarok‘s (858M SMU) level by opening, Relish Mix expects “Jedi’s growth rate to exceed both of those titles.” Viral rate for passing around videos is quite high at 57:1 while the average event film is around 20:1. Ridley is mostly unplugged from social with the exception of her official FB which has 902K followers, but Hamill has been a big tubthumper to his 5M across FB, Twitter and Instagram, as well as Boyega to his 2.9M.
Word of mouth has been very hot for the film with its social media universe across Facebook, Instagram and YouTube up close to 10% in the last week per social media entertainment monitor RelishMix. They also report that YouTube views are attracting 2-3K fans per day on the pic’s official Facebook, now at 100K “which is good for a limited release.” Additionally, the cast’s 112M social reach from James Franco, Zac Efron, Dave Franco, Zoey Deutch and Seth Rogan is connecting fans with and the boldest Twitter hashtags for #TheDistasterArtist and the tag for @DisasterArtist.
A24 kicked off their campaign for Disaster Artist back in July with a teaser trailer that featured one of the pic’s most iconic scenes: Franco as Wiseau weathering several takes to say one line. According to RelishMix, YouTube views for The Disaster Artist are quite meaty attracting in total from posted and viral videos 69.1M YouTube views from its July teaser, theatrical trailer and all subsequent spots. Interactive standees also went up in theater lobbies over the summer whereby moviegoers could take selfies with Franco’s Wiseau.
RelishMix points out “part of the magic of The Mouse is when a film like Coco or next month’s Star Wars: The Last Jedi debuts a trailer or any other social materials: A film has 156.8M fans and followers to reach right out of the gate.” Roughly broken down such Disney pages/feeds pushing Coco include the main Disney portal (69.3M), Walt Disney Animation Studios (17.7M) and Walt Disney Studios (42.4M). RelishMix weighs Coco‘s social media universe across Facebook, Twitter, Instagram, and YouTube views at close to 483M, which is “well ahead of the family animated genre average SMU of 253.4M”. The teaser trailer for Coco debuted in March and played on the biggest film of the year, Beauty and the Beast, with the first full trailer dropping in June in connection with Cars 3.