Facebook Watch - 'Captain America' Steals Spotlight From 'Allegiant'

on March 14, 2016

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By Alex Edghill

Monday Morning Update: Captain America: Civil War stole the top spot from The Divergent Series: Allegiant this past week as its new Spider-Man-infused trailer propelled it to 215,866 new likes on the week. Curiously, Civil War's Facebook page now has more likes than the main Avengers Facebook page which stands at 'just' 14,632,144 as I write this. Given the trajectory of its openings (the first film opened to $65 million domestically, the second to $95 million) and its huge social media footprint I believe there is no question this time out it joins Iron Man and Avengers as the only films in the franchise to top $100 million on opening weekend

The Divergent Series: Allegiant also had a very strong posting of 141,047 new likes. It is entering into its release week coming off of two of its best weeks on Facebook and while it is lagging greatly behind the last film in the franchise it still is likely going to give Zootopia a run for its money for the top spot at the box office this upcoming weekend. It already opened this past weekend in 45 markets and grossed just over $26 million which gives it a nice boost on social media leading into this week which won't hurt its awareness.

My Big Fat Greek Wedding 2 just won't stop impressing as it crossed the 800,000 like mark over the last week. Very few comedic films have grabbed this many likes and while its true its reusing the original Facebook page, its gained over 500,000 likes since the holidays. Awareness and demand for the film is massive. The highest grossing romantic comedy of the last four years was Trainwreck which had just over 300,000 likes the same distance before release. Word of mouth was the key to riches first time out and in all likelihood lightning won't strike twice in that department but the fan base it has should see a much larger opening weekend even if it quickly falls off.

Facebook Top 10 Movies by Like Increase for the last week Ending Sunday March 13th

Rank Release Movie Likes Change % Change
1 05/06/16 Captain America: Civil War 16,244,240 215,866 1.35%
2 03/18/16 The Divergent Series: Allegiant 5,888,496 141,047 2.45%
3 03/25/16 My Big Fat Greek Wedding 2 800,810 97,143 13.81%
4 08/05/16 Suicide Squad 1,828,520 42,405 2.37%
5 04/08/16 The Boss 184,684 33,448 22.12%
6 07/15/16 Ghostbusters (2016) 2,568,108 30,955 1.22%
7 04/01/16 God's Not Dead 2 8,075,054 24,623 0.31%
8 04/08/16 Hardcore Henry 105,369 19,850 23.21%
9 08/19/16 Kubo and the Two Strings 55,706 18,516 49.79%
10 06/17/16 Finding Dory 1,869,889 16,515 0.89%

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Tags: social-media-trends

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