Online signs indicate that the upcoming tentpole film is anything but weighed down by past franchise woes.

Social Network Futures: Will 'Man of Steel' Resurrect an Icon's Former Glory?

on May 23, 2013 by Shawn Robbins
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mos.pngSummer's sophomore month is just around the corner. With it will come Warner Bros.' Man of Steel, currently waging a strong campaign to re-brand the struggling modern image of Superman.

June is not usually known for producing phenom-like blockbusters. In fact, only two June releases in history have reached $300 million domestically when opening before the 18th of the month: E.T.: The Extra-Terrestrial and Jurassic Park.

In all, just five June releases have ever hit the triple-century mark at the box office (the aforementioned two, followed by The Lion King, Transformers: Revenge of the Fallen, and Toy Story 3). Compare that to May's 14 and July's 12, and you'll see why the June release has been at the center of some skepticism.

We think that's changing, though.

Warner Bros. previously found great success in June with the Tim Burton and Joel Schumacher iterations of Batman throughout the late 1980s and 1990s. Now, more importantly, thanks to an early jump on marketing last summer with the first teaser launched in front of The Dark Knight Rises, followed by consistently well-received trailers, strong buzz around the cast, and built-in interest through director Zack Snyder's and producer Christopher Nolan's names, Man of Steel has been capturing serious attention from more than just die-hard comic fans. The buzz around the Internet--including our own forums--suggests that the seemingly balanced approach of character and epic action are turning this into an event film.

The proof is in the numbers:

One month out from the film's June 14 debut, Man of Steel totaled 10,910 tweets during our five-day tracking period. That activity was 78 percent stronger than The Amazing Spider-Man at the same point last year. It's even 51 percent ahead of The Dark Knight Rises and, impressively, just 18 percent behind that of Iron Man 3. The first wave of ticket sales beginning on Tuesday is a contributing factor to the increasing buzz right now. Even better news: the day following our tracking period saw 18,392 tweets alone thanks to the online release of the film's latest trailer.

Man of Steel: 10,910 tweets
Iron Man 3: 13,315 tweets
The Dark Knight Rises: 7,236 tweets
The Amazing Spider-Man: 6,123 tweets
Marvel's The Avengers: 23,203 tweets

Facebook activity has also been holding its own. Through May 21, Man of Steel boasted 651,051 fans. Again, thanks to the newest trailer, that total soared up to 663,473 entering May 23. While the total may not be as high as other comparable movies, it's a strong sign for a franchise reboot whose lead character hasn't been on-screen for seven years.

Man of Steel: 651,051 fans
Iron Man 3: 13.8 million fans
The Dark Knight Rises: 11.7 million fans
The Amazing Spider-Man: 1.17 million fans
Marvel's The Avengers: 1.03 million fans

Lastly, Man of Steel really shines on Flixster. Through May 22, the film carries a 97 percent "want to see" score from 79,419 users. That's only 16 percent behind Iron Man 3's number of anticipated voters at the same point in its release cycle, and nearly 11 percent ahead of Star Trek Into Darkness. The newest Superman flick is also pacing far ahead of Captain America: The First Avenger, which had 22 percent fewer voters on the day before its actual release in 2011.

The BoxOffice team is currently forecasting $108 million for the film's opening weekend and $325 million for its domestic run. We'll continue to analyze and update our expectations for Man of Steel as its global debut approaches.

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The Man of Steel trailer:

Tags: Marvel's The Avengers, The Amazing Spider-Man, The Dark Knight Rises, Iron Man 3, Man of Steel
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1 Comment

  • Lara on 23 May 2013

    Hey Shawn, I think that something is wonky with that Flixter number. It's almost exactly the same as it was three months ago, and that's in spite of two incredibly well-received trailers. If anything, it probably lowballs the interest in the film!

What do you think?