"That Awkward Moment"
You'd expect a movie named after an Internet meme to have great social stats, and "That Awkward Moment" does not disappoint. The raunchy romcom has a comprehensive social-media presence, with millions of fans and followers across its different accounts. The movie's marketing has concentrated on engaging the young female demographic, which is very active on social and represents the majority of lead Zac Efron's fanbase.
Efron has a huge social-media presence himself, with 10.8 million Facebook fans, 7.5 million Twitter followers and 1.3 million Instagram followers, whom he has engaged through regular updates and postings. The impact of the Efron factor will be limited by the R-rating -- earned thanks to a sense of humor punctuated by dildos, toilet jokes and viagra pills, meaning approximately one third of Efron's online fanbase won't get to see the movie in theaters (without an accompanying adult, of course).
Nevertheless, Zac's Instagram is full of candid images and Instavids from the "TAM" promotional tour, his Facebook has been used as a central place for varied "TAM" content and Twitter has concentrated on retweeting fan excitement and promo tour updates.
"TAM" has built an impressive fan base itself across Facebook and Twitter, with 430,000 fans and 500,000 followers, respectively. Facebook fans have been rewarded with a series of exclusive clips, while tweets have concentrated on punning on the title. The young female demographic has also been targeted through the official "TAM" Instagram account, as well as the creation of two official sites: one on Tumblr, where young females are highly active -- just look at the dozens of Efron-themed blogs across the platform -- while the other is aimed at the cheekier fan that's interested in R-rated material.
The fan and follower numbers are ahead of "Don Jon," a male-lead comedy which targeted a similar young female audience last year. "Don Jon" entered theaters with just 187,000 Facebook fans and less than 50,000 Twitter followers spread across different accounts, and was generating slightly less chatter with 45,000 release week tweets.
That said, "Don Jon" did have a lead on YouTube with 10 million views on release, but the "TAM" Facebook clips do not count toward the overall YouTube view count, which along with an exclusive iTunes featurette, would see the total go well north of the recorded 7 million views. "Don Jon" lead on search as well with a value of 138,000, and "TAM" is also behind 2012's "This Means War," which debuted to $17.4 million on 108,628.
While the social numbers for "TAM" are very strong, the low search value and Twitter activity outside of the official accounts indicate a lack of interest beyond "TAM's" core young female audience. This suggests that ""TAM" will take more than "Don Jon"'s opening $8 million at the box office this weekend, but likely won't outstrip the PG-13 rated "This Means War's" opening. As encountered by "TAM," wrestling with high fan and follower counts but comparatively low engagement is a recurring problem for marketing on social platforms.
Grades for "That Awkward Moment"