Social Media Assembles Over the Avengers

HulkMarvel’s The Avengers arrived in theaters this past weekend and social media lit up with mentions of Marvel Comics’ premiere super team. The culmination of a four-year build up that began with the release of 2008’s Iron Man and continued with that film’s sequel, as well as The Incredible Hulk, Thor, and Captain America: The First Avenger, resulted in a new record for the biggest box office opening in history. The Avengers crushed the previous record held by the final Harry Potter film, amassing $200.3 million over the weekend.

With this in mind, we thought we would take a look at the social conversations surrounding this latest pop culture juggernaut.

Volume and Trends

Adjusting our Topic Profile to look at only Thursday (when midnight showings began) through to today, mentions of the Avengers movie account for over 931,100 social media posts.

The highest spike occurred at approx 11pm EST on Thursday night as the film was about to debut in North America via midnight showings. That hour accounts for over 91,000 mentions alone!


Hulk Smashes His way Into Audiences’ Hearts

Many reviews of the film have noted The Incredible Hulk as a highlight of the film and social media users seem to agree.  The green behemoth smashes his teammates (and Loki) with over 33,000 total mentions.


The Talent

Writer/Director Joss Whedon towers over his talented cast, with over 16,000 mentions. Scarlett Johansson is the most talked about cast member, with over 6,000 total mentions.



Males led the conversation by a narrow margin.


The younger demographics dominate with 25-34 year olds leading the conversation followed by 21-24 year olds. Avengers5Marvel has shown great care and patience in bringing The Avengers to the big screen, putting the pieces in play over several years and various films.  Congratulations to them and Disney on a very successful campaign. Disney in particular should be very happy with the news after the disappointing showing of their previous big budget action romp, John Carter.

(Note: This post originally appeared on the Salesforce Marketing Cloud blog on May 7, 2012.)

Cover photo via Flickr


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