‘Solo: A Star Wars Story’: Official Trailers Generate Stellar Engagement Rates

‘Solo: A Star Wars Story’: Official Trailers Generate Stellar Engagement Rates

While ‘Deadpool 2’ was released on May 10th, and ‘Infinity War’ released in April, the new Star Wars franchise only just opened across North American theatres after months of promotion. The movie made its debut in 4,400 North American locations over the holiday weekend, but online, millions of fans had the opportunity to watch the official teaser and trailer that the studio released before the main event. Using Tubular data, we broke down the video analytics for these three top movies to see how official and officially-licensed trailers and teasers have performed online in the last 90 days. While ‘Deadpool 2’, and ‘Avengers: Infinity War’ generated a huge amount of views and engagement online, the new Star Wars release more than held its own when it came to view momentum and engagement rates in the first 30 days after upload. In fact, engagement rates for official ‘Solo’ content on YouTube were over 4 times the platform average! Despite the lower than expected Box Office return on its opening weekend, this suggests that fans of the Star Wars series are still consuming online content around the release at a ferocious rate: Solo: A Star Wars Promotional Video Story Between February 5th (when the first official teaser was released), to May 29th just under 2,000 videos were uploaded to Disney properties, officially-licensed partner pages, and major influencer properties across the main social media platforms. The two trailers were uploaded by Disney to key Star Wars social properties like ‘Star Wars’, and ‘Star Wars Movies’, ‘Disney’, and the top ten most viewed accounts have generated a total of 67M social video views on Facebook and YouTube. The official YouTube channel for ‘Star Wars’ generated the most views for the first teaser with 12.8M. The 1:43 minute clip certainly whetted the appetite of the viewing public, attracting nearly 500K engagements across YouTube and Facebook. On YouTube, although total views didn’t reach the dizzying heights of ‘The Force Awakens’, engagement rates for YouTube views in the first 30 days were over four times higher than the platform average: Star Wars: Sponsored Video Reaches More Viewers Disney was the 2nd most viewed media and entertainment property in April 2018, and has 799 online channels and Pages that it can utilize to distribute and promote movie content across.

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In the US, Memorial Day weekend is the beginning of one of the most important tent-pole seasons for the movie studios as the first wave of big-budget summer movies are released. New figures confirm that ‘Solo: A Star Wars Story’, ‘Deadpool 2’, and ‘Avengers: Infinity War’ topped Box Office gross earnings over the four day weekend, with ‘Solo’ leading the chart at $103M.

While ‘Deadpool 2’ was released on May 10th, and ‘Infinity War’ released in April, the new Star Wars franchise only just opened across North American theatres after months of promotion. The movie made its debut in 4,400 North American locations over the holiday weekend, but online, millions of fans had the opportunity to watch the official teaser and trailer that the studio released before the main event.

Using Tubular data, we broke down the video analytics for these three top movies to see how official and officially-licensed trailers and teasers have performed online in the last 90 days. While ‘Deadpool 2’, and ‘Avengers: Infinity War’ generated a huge amount of views and engagement online, the new Star Wars release more than held its own when it came to view momentum and engagement rates in the first 30 days after upload. In fact, engagement rates for official ‘Solo’ content on YouTube were over 4 times the platform average! Despite the lower than expected Box Office return on its opening weekend, this suggests that fans of the Star Wars series are still consuming online content around the release at a ferocious rate:

Online video views of official trailer and promotional content of ‘Solo: A Star Ways Story’, ‘Deadpool2’, and ‘Avengers: Infinity war’ in last 90 days (March 2nd-May 31st 2018). All data via Tubular Labs.

Solo: A Star Wars Promotional Video Story

Between February 5th (when the first official teaser was released), to May 29th just under 2,000 videos were uploaded to Disney properties, officially-licensed partner pages, and major influencer properties across the main social media platforms. The two trailers were uploaded by Disney to key Star Wars social properties like ‘Star Wars’, and ‘Star Wars Movies’, ‘Disney’, and the top ten most viewed accounts have generated…

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