Social Media Buzz: Young Audiences Focused on ‘Divergent’ at Weekend Box Office

Originally posted on Variety:

Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? We analyzed this weekend’s new movies across Facebook, YouTube, Twitter and Google (the methodology behind the numbers is below) over the seven days leading up to their release, when marketing campaigns should be at their peak.

“Divergent”

While you could point to Summit and Lionsgate’s success with “Twilight” and “The Hunger Games” as the proof that adapting a young adult book series is a guarantee of a big return, the box office gauntlet lays strewn with the corpses of those pretenders to the crown of the next big thing. Those two cultural phenomena are however absolute exceptions to the norm, which come along once in a blue moon, setting the bar incredibly high. In the last year at least half a dozen attempts have been made…

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