Social media conversations were dominated by Maze Runner: The Death Cure last week, and though the final installment in the trilogy is still a little under a month away from hitting theaters, the film got some heightened buzz thanks to a new poster.
According to Variety, a Death Cure poster that dropped on Dec. 26 caused the film to launch "53,000 new conversations" on various social media platforms last week. The film has produced a total of 600,000 new conversations thus far, some three weeks ahead of its Jan. 26 release date.
While analysts are attributing this spike mainly to the poster, anticipation for the film had been huge already -- especially since production was halted for a year due to the injury of star Dylan O'Brien. And the buzz certainly didn't suffer from Fox offering up free viewings of the first two Maze Runner films on its FXNOW app last week.
Other hot social media conversations last week included Fifty Shades Freed (37,000 new conversations due to a new trailer tease) and Black Panther, which generated 35,000 new conversations after its latest TV spot hit the web. A single new image for Avengers: Infinity War was enough to get 22,000 new conversations going. And Solo: A Star Wars Story got some love with a new image (and confirmation of John Williams' involvement), which caused 11,000 new conversations.
While the social media discussion won't always equal box office success, it certainly helps to generate buzz. What's most interesting is that it doesn't seem to take all that much to start get a dormant conversation going again. Though Black Panther did well with a new commercial, it was a single poster that put Maze Runner at the forefront. Major trailer drops for event films like Star Wars: The Last Jedi or Avengers: Infinity War are likely produce the biggest spikes, but according to these statistics, sometimes a single picture is worth well over a thousand conversations.