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Happy Avatar Day, America!

Dumenco's Trendrr Chart of the Week

By Published on . 3

Wait, are you reading this at your office? What are you doing at work?! Don't you know that, if you live in the United States, this is an off-day? A bill was rushed through Congress earlier this week declaring today Avatar Day, a new national holiday, so that Americans can rush out to see matinees of "Avatar," the most-hyped movie of the year, before seeing it a second time tonight, because it's so amazingly good you have to see it twice.

I kid. I think.

Which brings me to this week's Trendrr chart. A few notes and observations:

Credit: Fox

  • Two looks at Twitter buzz this week: posts per day and posts per hour. On Wednesday, there were 33,284 posts in one day name-checking "Avatar." The full-day data for Thursday hasn't parsed yet, but I do have data on posts per hour: a peak of 3,265 in just one hour yesterday.
  • "Avatar" fanboys and fangirls are an industrious lot. Just look at the number of uploads of "Avatar" trailers and clips and other promos to YouTube. Searching for content on YouTube is an inexact process because citizen uploaders (as opposed to corporate uploaders) tend to only loosely follow conventions (and logic) when it comes to titling and tagging their clips, so it's hard to determine absolute totals, but searching on "avatar movie" alone yields 42,185 clips. Of course, you can find official "Avatar" trailers and clips that were uploaded by 20th Century Fox, but hardcore fans don't seem to care if a clip is already available; they seem compelled to discover how many views their upload can garner. Redundancy is the name of the game -- and thus YouTube becomes an echo chamber of promotions for "Avatar."
  • When we talk of "hyped" movies, we tend to think "media-hyped." But of course most reviews of "Avatar" from mainstream media outlets have only been published today -- check out brief excerpts of some of the "universal acclaim" at Metacritic -- and it seems that most of the advance hype has been led by fangirls and fanboys. Just wondering: What happens as more and more newspaper critics get laid off and more newspapers close entirely? (And how will Metacritic adjust its formula for tracking the opinions of "professional" critics?) In other words, what happens to the notion of "media hype" when the mainstream media dies?

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Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service. More background here. A basic Trendrr account is free; Trendrr Pro, which offers more robust tracking and reporting tools, comes in various paid flavors (get the details here).

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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