U.N.C.L.E. movie’s digital exposure soars during Comic Con

U.N.C.L.E. movie poster

U.N.C.L.E. movie poster

The Man From U.N.C.L.E. movie’s exposure on digital media surged more than 14 times during the four days of the San Diego Comic Con, according to a chart ACCOMPANYING A VARIETY STORY.

The story concerned information gathered by ListenFirst Media about what films and television shows got the most exposure during the comic book convention, which has become a major summer marketing exercise for studios.

The ListenFirst data includes “activity across a combination of Twitter, Facebook, Google+, Instagram, Tumblr, Wikipedia, and YouTube,” according to Variety. The U.N.C.L.E. movie’s “digital audience ratings” (or DAR) went from 63,799 on July 5-8 (the four days before the convention) to 925,417 during July 9-12, a 1,350 percent jump, according to the ListenFirst data in the Variety chart. U.N.C.L.E. was No. 4 in DAR for films during the convention.

On Saturday, the movie’s stars — Henry Cavill, Armie Hammer, Alicia Vikander and Elizabeth Debicki — promoted the film during a convention panel. Warner Bros. also posted a new five-minute trailer online in connection with the convention. The trailer had received more than 800,000 viewings on YouTube by Monday afternoon.

To be sure, U.N.C.L.E. did not crack ListenFirst’s top ten for movies and television shows combined. The No. 1 in the combined category was Batman v Superman: Dawn of Justice, also a Warner Bros. release and also with Henry Cavill.

That movie’s DAR during the convention was 18.4 million, a whopping 4,185 percent increase over the four days before the con. Warners released its first regular trailer for the superhero movie, which comes out in March 2016. That trailer has received more than 20 million viewings on YouTube.

Also, in the movie category, U.N.C.L.E. was a distant No. 4. Besides the Batman v Superman ratings, the No. 2 film was Star Wars: The Force Awakens (6.55 million) and No. 3 was The Hunger Games: Mockingjay Part 2 (3 million).

Still, the digital ratings may be a sign that U.N.C.L.E. — last seen in the 1983 TV movie The Return of The Man From U.N.C.L.E. — may be making a comeback of sorts.

Warners originally scheduled the movie to open in mid-January, not a prime time for movie releases. But the studio shifted the film’s release date to Aug. 14 following test screenings in the summer of 2014.