JURASSIC WORLD and FIFTY SHADES OF GREY
Teaser Picture Release Report (July 27th, 2014)
Universal Pictures | Digital Media Services UK Ltd.
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REPORT SUMMARY:
In the 11 territories monitored for this report1, the teaser picture for “Jurassic World” generated a
total of 140 web breaks within 48 hours of being released on Twitter by director Colin Trevorrow on
June 17th, 2014.
The teaser picture for “Fifty Shades of Grey” – posted simultaneously on Facebook and Twitter on
the occasion of Christian Grey’s birthday on June 18th, 2014 – was picked up in 513 media breaks
during the first 48 hours across these territories. Of these breaks, the majority were from web
sources (97%), with 9 breaks in print media and 7 in radio and TV.
Overall, the picture of Christian Grey hence generated a much larger response (3.7 times as much
volume); however, in terms of sentiment, the dinosaur shadow was more positively received:
The sentiment following these picture launches was found to be overall neutral, with 29% positive
reactions for Jurassic World and 14% for Fifty Shades of Grey.
A significant proportion of articles emphasised how highly anticipated both films are; pointing out
that even though neither of these pictures gives much away they fuel the anticipation among fans.
BACKGROUND:
Colin Trevorrow’s Twitter post followed shortly after a first round of official set photos for Jurassic
World were released, which did “offer a tantalising glimpse at some familiar Jurassic-y tropes”
(TotalFilm), but no hint of the new dinosaurs.
For Fifty Shades of Grey, the still of Jamie Dornan as Christian Grey constituted the first piece of
official information since the preview screening at the CinemaCon, with German website MyHeimat
commenting that “after months without any news and materials for the film, even a little picture
feels like a victory for “Shades” fans”.
Following the first 48 hours period after the image release, which this report analyses, reactions to
the Jurassic World image petered out as a behind-the-scenes video featuring Chris Pratt became the
focus of fan attention (e.g. Yahoo UK).
Social media comments on the image of Christian Grey, however, turned into a subject of media
attention in themselves, with several sources commenting on the intensity of fan reactions and the
mixed reception of the picture, which is linked to fans’ varying appreciation of Jamie Dornan as the
casting choice and the non-erotic nature of the teaser image (e.g. Yahoo Germany).
SOCIAL MEDIA RESPONSE:
The Jurassic World picture was released on Twitter at 4:22PM on June 17th, 2014, generating 1076
retweets and 966 favourites (as of 6PM GMT on June 26th, 2014).
1 Australia, Brazil, France, Germany, Italy, Ireland, South Korea, Mexico, Russia, Spain and the UK.
http://www.totalfilm.com/news/new-jurassic-world-images-roar-online
http://www.myheimat.de/news/kommentieren/50-shades-of-grey-erstes-offzielles-film-foto-zeigt-jamie-dornan-als-christian-d2614666.html
https://uk.yahoo.com/movies/jurassic-world-things-we-learned-from-todays-set-89872918136.html
https://de.screen.yahoo.com/50-shades-grey-shitstorm-nach-164845676.html
https://twitter.com/colintrevorrow/status/479041456867262464/photo/1
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The Fifty Shades of Grey picture was released on Facebook and Twitter at 12AM on June 18th, 2014.
On Facebook, it generated 9993 likes, 537 comments and 2832 shares, while it was re-tweeted 2023
times and generated 2078 favourites (as of 6PM GMT on June 26th, 2014).
TERRITORY ANALYSIS:
Fifty Shades of Grey
At 28%, the largest share of media responses came from the UK, followed by Brazil with 17% and
Spain with 13%. In relation to its population, with 21 breaks, the most significant response came
from Ireland (corresponding to 4% of total breaks), which can be explained by Jamie Dornan’s origin.
Fifty Shades of Grey Media Breaks
Australia 17
Brazil 87
France 19
Germany 21
Ireland 21
Italy 52
Korea 3
Mexico 66
Russia 14
Spain 67
UK 146
TOTAL 513
0
2000
4000
6000
8000
10000
12000
likes comments shares
Facebook
Fifty Shades of Grey
3%
17%
4%
4%
4%
10%
1%
13%
3%
13%
28%
Fifty Shades of Grey
Australia
Brazil
France
Germany
Ireland
Italy
Korea
Mexico
Russia
Spain
UK
0
500
1000
1500
2000
2500
Jurassic World Fifty Shades of Grey
Twitter
re-tweets favorites
https://www.facebook.com/photo.php?fbid=653827228027919&set=pb.500993193311324.-2207520000.1403539735.&type=1&theater
https://twitter.com/FiftyShades/status/479156628730568705
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Jurassic World
At 24%, the largest share of media responses came from France, followed by Italy with 20% and
then Spain at 16%. Overall, 85% of reactions came from non-Anglophone countries2, and 80% came
from European countries3 (including the UK).
Jurassic World Media Breaks
Australia 3
Brazil 12
France 33
Germany 10
Ireland 2
Italy 28
Korea 3
Mexico 10
Spain 22
UK 17
TOTAL 140
Comparison
For both campaigns around a quarter
of coverage was generated by one
country and the majority came from
European sources.
As a proportion of total coverage, Fifty
Shades of Grey received more
attention in Latin America (30%) than
Jurassic World (19%).
While reactions for Fifty Shades was
overall more voluminous, there were
more breaks for Jurassic World in
France (33, rather than 19) and the
same amount in South Korea (3 each).
Furthermore, the Jurassic World image was not covered in Russian media at all within this report’s
time window.
2 All countries except Australia, Ireland, and the UK.
3 France, Germany, Italy, Ireland, Spain and the UK. Excludes Russia. Latin America refers to Mexico and Brazil.
2%
9%
24%
7%
1%
20%
2%
7%
16%
12%
Jurassic World
Australia
Brazil
France
Germany
Ireland
Italy
Korea
Mexico
Spain
UK
78%
65%
19%
30%
24%
28%
Jurassic World
Fifty Shades of Grey
Highest proportion of breaks from single country
Proportion Latin America
Proportion Europe
(UK)
(France)
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COVERAGE BREAKDOWN:
For Jurassic World, all 140 media breaks across monitored territories within 48 hours of the picture
release were web-based.
For Fifty Shades of Grey, the majority of coverage was also online (497); however, some articles ran
in national newspapers (5), regional newspapers (3) and magazines (1), as well as radio (3) and TV
pieces (4). Print thus accounted for 2% of coverage, and RTV for 1%.
Interestingly, the majority of these non-web breaks came from Mexico, which produced coverage
across all print and RTV types.
Fifty Shades of Grey Jurassic World
Web 497 140
Print 9
National newspapers 5 (Ireland, Mexico, UK)
Regional newspapers 3 (Australia, Mexico)
Magazines 1 (Mexico)
Broadcast 7
TV 4 (Germany, Mexico)
Radio 3 (Ireland, Mexico)
Total 513 140
SENTIMENT BREAKDOWN:
Reactions to both films were on the whole neutral
(82% for Fifty Shades of Grey and 66% for Jurassic
World), with many outlets reposting the images with
simple descriptions rather than any particular
commentary.
29% of articles for Jurassic World were positive; the
highest number of positive responses came from the
UK (10), while the highest proportion of positive
comments in relation to overall comments is found
in Mexico (80%). The only negative responses came
from France and Italy; however, these were also the
territories that had the highest volumes of reactions
overall, the majority of which were neutral.
For Fifty Shades of Grey, 14% of reactions were
positive, with highest numbers found in Ireland (13), Brazil (12) and Italy (11). As a proportion of
overall comments, positive reactions were again highest in Ireland (62%), followed by France (47%).
14%
29%
82%
66%
4% 5%
Fifty Shades of Grey Jurassic World
Sentiment Breakdown
Positive Neutral Negative
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The 4% of negative responses are scattered across territories, with only Australia and Germany
having slightly elevated levels of negative reactions (18% and 10% of their total breaks, respectively).
Sentiment Breakd
