After much speculation and anticipation, the 2012 Academy Award nominations were announced yesterday. Of the nine best picture nominees, Hugo leads the pack with eleven nominations, and The Artist following closely behind with ten. Moneyball and War Horse both grab six nods. The Descendants nabs five nominations, while The Help and Midnight in Paris grab four each. Rounding out the prestigious category are The Tree of Life, and Extremely Loud and Incredibly Close.
We’ll have to wait until February 26 to find out which film will bring home the Oscar, but we can look at which film has received the most buzz in social video today. By looking at social video views, we can guage how much anticipation each film generated before it hit the silver screen. The graph below shows how many views each film grabbed at the week of its release.
All the best picture nominees had a significant presence in social video, but the leader of the pack is clear. The Tree of Life takes the top spot with 4.8+ million views at the week of release, over 1 million more than the runner-up, Moneyball, with 3.7 million views. (Both feature Brad Pitt.) The Help, adapted by the book of the same name, grabs third with 2.8 million views, while Steven Spielberg’s War Horse nips on its heels with 2.7 million views.
Another film adapted from a popular book, Extremely Loud and Incredibly Close, falls behind War Horse with nearly 2 million views at its week of release. Martin Scorsese’s family-friendly Hugo comes in next with 1.5 million views. The Descendants edges out The Artist with over 1 million views, while The Artist garnered 970,000+. Woody Allen’s Midnight in Paris rounds out the best picture category in social video with 650,000+ views.
Social Video and the Box Office
Box office results typically follow the same pattern as social video, which makes sense – people watch videos online before deciding which film to watch in theaters. For this year's best picture category, it's no different. With the exception of The Tree of Life, the top four highest-grossing films (domestic opening weekend), are in the top five most-viewed films in social video.
The Oscar Effect in Social Video
In 2010, we reported that social video views of best picture winner, Hurt Locker, rocketed 750% after it won the prize. On average, the nominees saw a 50% bump in social video views. Last year, The King’s Speech claimed the sought-after statue, and the day after the biopic won the award, social video views increased over 70%.
Which nominee is your favorite? Let us know in the comments section below!