Spider-Man: Homecoming claims the top spot in terms of social media buzz generated over the last week, garnering more than 90,000 new conversations. The Tom Holland-starrer is less than a month away from opening in theaters, so this could be taken as a good sign with regard to the number of people that could potentially show up and watch the film during its opening weekend.
Homecoming follows Peter Parker's life following his brief introduction to the bigger Marvel Cinematic Universe through the events of Captain America: Civil War. Officially back in New York with Tony Stark (Robert Downey Jr.) as his unofficial mentor, the young superhero swings across the city with his new upgraded suit taking care of petty crimes until he comes across Adrian Toomes aka The Vulture (Michael Keaton) illegal dealings. Despite Holland being the third cinematic incarnation of the Marvel superhero, the excitement over his version is reaching fever pitch given that it is the first time the character is diving into MCU and the anticipation is clearly spilling into social media.
The news comes from an article by Variety citing the recent findings by media-measurement firm ComScore and its PreAct service. According to the article, Homecoming had nearly 93,000 new online engagements resulting in a total of 2.18 million new conversations. Over the last week, the international poster for the film was rolled out plus a couple of tie-ins including the announcement of an arcade game at Dave & Busters, as well as, the first look for the film's VR experience.
The Jon Watts film is succeeded by Chadwick Boseman's Black Panther (33,000 new conversations), another Marvel property, in the recent social media hierarchy following the release of the film's first teaser trailer, poster, and a slew of new information regarding the Wakandan King's standalone. Much like Holland's Spidey, Boseman also had his first crack at his superhero role with Civil War. Rounding up the top are Transformers: The Last Night (29,000), Despicable Me 3 (27,000) and Star Wars: Episode VIII - The Last Jedi (20,000).
Despite the current social media status of Homecoming, the movie had a slip a couple of weeks ago when its co-Sony property, the animated The Emoji Movie, topped the social media scale a little over a month before the former debuts. Marketing for Homecoming has not exactly been flawless with a couple of misses regarding its spoiler-filled trailers, as well as, its mocked ensemble poster. Nevertheless, there appears to be genuine interest in the movie especially given its never-before-tackled premise.
As the film slowly nears its release date, Sony and Marvel are gearing up for the last promotional push for Spider-Man: Homecoming. At this point, tracking for the film seems to go well with a potential $100 million opening weekend. Further, Downey, Jr. has also previously revealed that early screenings for the film are getting positive feedback.