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‘Rogue One,’ ‘Guardians of the Galaxy 2’ Dominate Social Media Hype

Variety logo Variety 12/6/2016 Dave McNary

Disney/Lucasfilm’s “Rogue One: A Star Wars Story” dominated social media buzz last week with more than 159,000 new conversations, according to media-measurement firm comScore and its PreAct service.

“Rogue One: A Star Wars Story,” starring Felicity Jones and Diego Luna, released featurettes on Nov. 28 and Dec. 4 and a clip on Dec. 2. The first spinoff of the new Star Wars franchise, which opens Dec. 16 amid sky-high expectations, has generated more than 2.4 million cumulative conversations on social media.

The plot centers on a group of unlikely heroes who band together to steal the plans to the Death Star — the Empire’s ultimate weapon of destruction. “Rogue One” scored the second-highest day of first-day sales last week and is expected to take in $130 million on its opening weekend.

Disney/Marvel’s “Guardians of the Galaxy Vol. 2” was the other dominant movie generating buzz last week as it released a trailer on Dec. 3 featuring Baby Groot, images on Dec. 2 and 4, and a teaser for the franchise’s Telltale Series video game on Dec. 1.

“Guardians of the Galaxy Vol. 2” hits theaters on May 6.

Sony’s sci-fier “Passengers,” starring Jennifer Lawrence and Chris Pratt, made a splash last week with more than 32,000 new conversations in the wake of clip release on Nov. 28 and a new trailer on the following day.

Universal-Illumination’s animated comedy “Sing” saw more than 24,000 new conversations last week as it held its red carpet premiere at the Microsoft Theater on Dec. 3. “Sing” opens on Dec. 21.

Sony’s “Spider-Man: Homecoming,” with Tom Holland taking over for Andrew Garfield, produced more than 21,000 conversations. The studio released a set video on Nov. 30 and screened footage at Comic-Con Experience in Brazil on Dec. 2.

The sixth Spider-Man movie opens on July 17.

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