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KNIVES OUT: Knives Out has accumulated a social media universe that’s around 114M, per RelishMix, made up of 10.9M Facebook fans, 3.4M Facebook video views, 5.4M Twitter followers, 32.3M YouTube views and 5.4M Instagram followers. That’s ahead of the typical drama/thriller, which has an SMU of 82.8M. Organic views for top clips are averaging 34.9K, which is far ahead of the usual 22K for average daily YouTube views. Some campy stuff that worked in the spirit of the pic’s comedic vein is a Martha Stewart Facebook parody spot feature Curtis, clocking over 5.9M views, 842K in the last week:
“The curiosity around Knives Out for the audience is, which is it – more serious, or comedic? And that’s part of the fun. The movie has achieved social engagement leaning heavily positive based on its campaign’s core messaging, ‘When was the last time you had fun at the movies?’ The cast really helped this mystery film gain traction and build the fun toward opening weekend. For example, Evans drove plenty of moviegoers to see the trailers and other fun clips for Knives, which speaks to the after-effect of the Avengers series. Craig and Curtis, the latter hot off of Halloween last year, were instrumental in this film’s reach and engagement achievements, as convo confirms. There is also the usual references to the songs, the moments, and the hunt for those ‘Easter eggs,’ particularly in the fun materials put out by a thriller/mystery like Knives,” reports RelishMix.
While Evans is the social media leader for the pic with close to 21M followers, others include Katherine Langford with 14.6M on Instagram, and even Johnson with over 1M between Twitter and Instagram. The latter has been posting behind-the- scenes materials from the set and provided the organic push toward last Friday and Saturday’s sneak previews (which made over $2M). West coast biz for Knives Out is still strong.
QUEES & SLIM: RelishMix saw mixed convo toward the pic heading into the weekend, which might explain pic’s OK start (we should also note that the pic is only at 1,690 locations), and that a movie with its topic of injustice is a little heavy around Thanksgiving. Also, “The cast of Queen & Slim is moderate in its reach and activation for the film. Daniel Kaluuya appeared on Steven Colbert, and writer Waithe has been interviewed on a myriad of shows and radio programs recently. But, Kaluuya’s Instagram is set to private, and co-star Jodie Turner-Smith has a smaller social footprint than most stars,” observes RelishMix.