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  • 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

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    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

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