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May The Social Data Be With You

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I’m sure this is going to come as a big surprise to you, but there is a new Star Wars movie that came out last night! As you already know, Star Wars Episode VII: The Force Awakens has been, quite possibly, the most buzzed about movie in cinematic history. Social media is no exception as The Force Awakens has been driving conversations online and creating a lot of social noise.

I decided to take a look at the social data from premier night, and see what people were discussing when it came to the movie, and whether or not they liked it! Stay tuned next week for a larger post about the entire weekend, but here are some interesting bits of social media data that I found from last night’s premier.

Old Characters vs New Characters

The Force Awakens brings together new characters and the old characters that are beloved from the original triology. So which subset of stars were generating the most conversation? Not surprisingly, as you can see below, it is the characters that we have grown up and loved for more than 30 years that were most talked about, with 44.7% of all conversations, while new characters generated only 24.8%.

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Among the old characters, Harrison Ford’s beloved “scoundrel” Han Solo generated the most buzz, with Darth Vader coming in second.

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What about the new folks? Who had the force with them, and who was stuck in the dark side? The answer may be surprising, as it is the new droid BB-8 who had the highest share of voice, with 27.8%, while the enigmatic Rey came in second with 22.3%.

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Who Has The Force?

While the simple answer to “who was talking about Star Wars last night?” is “everybody,” I wanted to take a deeper dive and found some interesting information:

  • 68% of mentions came from men, with 32% from women
  • 25-34 year olds (all of whom were too young to see the original trilogy in theatres) were the most active in discussing The Force Awakens
  • Star Wars is a movie that is loved globally, so the top 5 languages in which the movie was discussed online last night were:
    • English (84.3%)
    • Spanish (6.9%)
    • Portuguese (2%)
    • German (1.4%)
    • Japanese (1.3%)

Was The Force With The Movie?

Overall it seems like most people love the movie with 15.4% of all mentions having a positive sentiment, and only 4.2% were negative.

Did you see Star Wars Episode VII: The Force Awakens? Let us know what you thought of it!



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