No matter what your opinion was on the new Ghostbusters trailer last week, what’s clear is that 60M people watched it across all social media platforms. That figure blows away the 12.4M recently registered by the trailer for Universal’s fifth-quel Jason Bourne, which opens two weeks after Ghostbusters on July 29.
Total social engagement for the Ghostbusters trailer — meaning the number of times it was retweeted, commented on and reblogged across social media platforms — was 2.6M. That figure is 158% more than the first trailer for Paramount’s Teenage Mutant Ninja Turtles: Out of the Shadows (June 3) and 181% more engagement than the first trailer for Star Trek Beyond (July 22).
When it comes to correlating a tentpole’s social media buzz to its potential opening B.O., social media analysts often look at the viral rate at which online trailers are passed around. For example, Star Wars: The Force Awakens had a 31-to-1 ratio, while Jurassic World was 45-to-1. Both churned out $200M-plus opening weekends. The average pass-around ratio for a film is 10-to-1, according to RelishMix. Currently, per the social media monitor, the Ghostbusters trailer was re-posted at a great pace of 19-to-1, which beats Warner Bros 15-to-1 for all of its Batman V. Superman: Dawn of Justice trailers.
Why were there so few hysterical moments in the first Ghostbusters trailer? With no prior footage from the film, Sony had to set up the story and the new characters in its first tease. More funny will be strung out in the months to come with the campaign. In the meantime, the international trailer which was released this past week has more hijinks with Leslie Jones and Chris Hemsworth, who plays the beefcake assistant to the femme Ghostbusters.