EXCLUSIVE: Last year, the top award in the social media universe went to multiple Oscar nominee American Sniper, which led the Best Picture nominees but didn’t take home the win. That went to Alejandro Gonzalez Inarritu’s Birdman. This year the social media winner is the director’s latest, The Revenant, which leads the Oscar noms with 12 including Best Picture, Director and Actor for Leonardo DiCaprio. In terms of the social media universe, The Revenant far and way has trumped all other competitors in the Best Picture race, according to RelishMix (see chart below). It has the top trailer on YouTube with over 3M views added since the nominations on January 14:
The film’s trailers collectively added 10M YouTube views, plus additional Facebook fans for both DiCaprio and its Twitter and FB movie pages. And the very socially conscious DiCaprio added 486K new Twitter followers and 312K Facebook fans in the past five weeks.
When you have the combination of a big social media star, it definitely helps build momentum for the film’s social media universe numbers. That was the case with both The Revenant and The Big Short, which was an ensemble that boasted Steve Carell, who is considered super social. Carell has 4.6M followers on Twitter alone. Another star, Ryan Gosling, has 1.9M on Twitter. A third star, Christian Bale, is not a powerhouse on social media.
In second place, Room doubled its YouTube views during the same time period from 4.1M to 8.2M across 62 videos. And while The Revenant has enjoyed more than double of the amount of social activity than Room, fans for both are very chatty as they compare the very tough but moving journeys that these films took them through emotionally.
Meanwhile, The Big Short, which earned the No. 3 spot on the chart and came in just a notch under Room (about 300K). “Room and Brooklyn (which is No. 7 on the chart) are the best examples of a limited releases that saw a big boost from their nominations,” said RelishMix’s Marc Karzen. “Both built awareness and social activity while not having big social stars the way The Revenant and The Big Short’s social growth was helped.”
Oscar voting ends at 5 PM today. Here’s how it looks as of 1:45 PM PT: