2ND UPDATE, Monday, 12:59PM: ComScore’s PreAct, which measures the amount of social buzz that a film is generating, reports that the Rio Olympics trailer for Disney’s Rogue One: A Star Wars Story generated 277K conversations during the week of August 8-14 following its drop on Thursday night. That’s remarkable for a movie that’s 124 days from its December 16 release and an indicator of the brand wattage for Star Wars and fans’ enthusiasm for Rogue One. The last time we saw these types of figures on the chart was 11 days before Suicide Squad opened with 231K conversations during the week of July 18-24.

Also spurring online chatter with 26K conversations is Fast 8, which made headlines when star Dwayne Johnson announced his final week of filming and criticized producer and star Vin Diesel on August 9. Warner Bros last week revealed news about Zoe Kravitz’s casting for Fantastic Beasts and Where to Find Them and dropped official movie images, driving the movie’s conversations to 21K and close to 500K total heading toward its November 18 release date. Sony/Screen Gems’ Resident Evil: The Final Chapter released domestic and foreign trailers and posters on August 9, landing a fourth-place spot on last week’s PreAct with close to 20K conversations. On August 9, Bad Santa 2 dropped a redband teaser followed by a greenband on August 10, generating 14K worth of buzz. The chart is below:

rogue one preact

1ST UPDATE, Sunday 12:13 PM: RelishMix reports that the brand new Rogue One: A Star Wars Story trailer that Disney dropped during the Rio Olympics on Thursday night is beginning to build up steam, going viral at a rate of 25:1. Know that a ratio of 10:1 is average for a trailer. After a full day in circulation, and through today, online views for the Gareth Edwards-directed prequel are at 34.2M, comprised of 14M-plus coming from the Star Was YouTube channel, and another 16M from Facebook.

Currently, Rogue One is outpacing the top Super Bowl spots from February 7 by 3-5X including Captain America: Civil War, Jason Bourne, X-Men: Apocalypse, Deadpool and The Jungle Book.

In regards to a bump from a TV spot, Rogue One has been tracking at a rate of 1M views per hour on social during its first 24 hours. That’s the same online viewer rate that Star Wars: The Force Awakens trailer was clocking following its drop during Monday Night Football on Oct 19, 2015. 

Rogue One opens on Dec. 16, in essentially the same December slot that The Force Awakens opened last year to an all-time record of $247.97M with an ultimate final stateside take of $936.7M.