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Social media analyst RelishMix reports that the word of mouth heading into the weekend for The Nun was upbeat: “To the campaign’s credit, it has reached fans of the Conjuring and Annabelle movies…Some say Valak, the demon nun, is the scariest part of the franchise, so they’re interested to see a whole film dedicated to the character.”
RelishMix also says that The Nun has a strong social media universe near 147M across Facebook, YouTube views, Twitter and Instagram, which is “well above the usual horror movie, which scores a 103.2M SMU by opening week.” Video trailers for The Nun are being passed around at an enormous rate of 29 to 1, while the average horror movie has a 13:1 pass-around ratio. The Nun is scoring 82.4K views daily for its top clips, while the benchmark for the genre is 41.9K. “In fact, the only area where the film has fallen short is in daily Facebook likes. However, keep in mind that The Conjuring has 4.6M Fans and Annabelle has 4.3M which makes it difficult to say one way or another how many Conjuring universe fans are already fans,” says RelishMix. Over on Twitter, daily hashtags for #TheNun, #TheNunMovie and @TheNunMovie have exploded by 5X between Wednesday and Thursday from 8.4k to 43.6k unique hashtags in a day, which is a significant bump. Nun star Taissa Farmiga, former American Horror Story alum and sister to Vera Farmiga who stars as Lorraine Warren in The Conjuring, is the social media queen here for the pic with 2.1M followers. Through the first four films, The Conjuring universe counts $1.2 billion at the global box office.