Summer movie chatter on the social Web

The unofficial start to summer, Memorial Day, has come and gone, and while many consumers' primary activities this summer will take place outdoors, BuzzLogic took a look at a popular indoor summer activity: going to the movies.

The unofficial start to summer, Memorial Day, has come and gone, and while many consumers' primary activities this summer will take place outdoors, BuzzLogic took a look at a popular indoor summer activity: going to the movies. Film studios, directors, and actors are out in force promoting the season's new films, so BuzzLogic took  a look at the social Web between May 1 and May 26 to see what the buzz is around some of the most popular movies that debut this summer.

•   Star Trek had a lot of media buzz around its premiere on May 7, generating almost 100 more posts than numbers two, Terminator Salvation, and three, X-Men Origins: Wolverine.  In the Star Trek conversations, 37% of the influencers mention director JJ Abrams, while 7% mention the original series and 5% mention the Star Trek Enterprise. The top two most influential posts around Star Trek don't discuss the movie or its stars, but rather the minisite Nokia created to further promote its products which were placed in the movie. (BuzzLogic determines influence by factoring a number of criteria, including linking activity.)

•    Action movies are always big in the summer, and this season two action prequels have the social Web buzzing: Terminator Salvation and X-Men Origins: Wolverine. The influencers have been busy discussing the movie promotions – 23% of the Terminator Salvation influencers and 9% of the influencers in the Wolverine conversations are discussing the teaser poster. Twenty-six percent of Wolverine influencers are also talking about the trailer, and 8% about the Wolverine game. Also interesting to note is that the most influential post on Wolverine is from GoNintendo, which highlights an interview by Hugh Jackman around the game and the movie.

•    Pixar's summer film, Up, is getting a lot of attention within the blogosphere, and many of the influencers are also talking about Pixar's prior films, such as Toy Story (26%) and Wall-E (11%). Six of the top 10 influential posts center around the film opening the Cannes Film Festival, and the movie character getting the most buzz is Dug the talking dog. Influential blogs in the conversations around Up include Screenhead, Superpunch,and Vanity Fair.

•    The cameos in the comedy film Night at the Museum: Battle of the Smithsonian are creating a stir, as one-third of the influencers are discussing the performance of Amy Adams as pilot Amelia Earhart. In addition to movie and entertainment blogs, Washington DC-based sites like the Washington Examiner are emerging as influential for this movie, as the setting and film premiere take place in the city's most prominent museum.

Listening to the conversations taking place online around a certain topic or brand is the key to success, as the direction of the discussions can be surprising. It's important to dive into the meat of the conversation, as there could be opportunities to target consumers using local angles, as well as those that may seem peripheral, such as the tie between movies and games. Understanding what topics consumers are debating and applying that to the execution of your marketing efforts can help to hone messages that reach your target audiences more effectively.

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