Many critics dismiss The Great Gatsby, and the media says audiences are divided. But what are people saying on social media? Crimson Hexagon analyzes social opinion on Twitter about Baz Luhrmann's The Great Gatsby.

1. PROPRIETARY & CONFIDENTIAL

2. PROPRIETARY & CONFIDENTIAL
The film The Great Gatsby has been
met with mixed critical reviews. But
what are people saying about it on
Twitter?

3. PROPRIETARY & CONFIDENTIAL
VOLUME: OPENING WEEKEND BOOM
FINDINGS:
A. Over 1,440,000 relevant posts during the first week
B. Conversation peaks on opening weekend then gradually decreases

4. PROPRIETARY & CONFIDENTIAL
COMPARING SENTIMENT: OPENING WEEKEND
FINDINGS:
A. Positive sentiment
accounts for 76% of
conversation during the
first weekend
B. 31% of users state they
want to see the movie
C. 24% criticism: highest
level of negative opinion
expressed throughout
the week

5. PROPRIETARY & CONFIDENTIAL
COMPARING SENTIMENT: SECOND WEEKEND
FINDINGS:
A. Positive sentiment grows
to 84%
B. General praise for the
film leads conversation
at 35%
C. Negative opinion less
prominent (16%)

6. PROPRIETARY & CONFIDENTIAL
SENTIMENT: OVERALL
FINDINGS:
A. Positive opinion accounts for 80% of discussion; negative only 20%
B. Users’ desire to see the movie dominates conversation for most of the week; later, general praise
leads conversation
C. Criticism highest the first weekend, but never surpasses praise/positive sentiment

7. PROPRIETARY & CONFIDENTIAL
TOPICS OF CONVERSATION: SOUNDTRACK
FINDINGS:
A. 11% of users praise the
movie’s soundtrack
B. Conversation gradually
grows throughout the week
C. Several posts mention
songs by Lana Del
Rey, Florence & the
Machine, Beyonce and Jay-Z

8. PROPRIETARY & CONFIDENTIAL
TOPICS OF CONVERSATION: LEONARDO DICAPRIO
FINDINGS:
A. 9% of the conversation about the
Film refers positively to Leonardo
DiCaprio’s performance
B. Positive sentiment remains
relatively constant throughout the
week
C. Many state that DiCaprio’s role as
Gatsby was the highlight of the
film

9. PROPRIETARY & CONFIDENTIAL
CONCLUSIONS
FINDINGS:
A. Overall, the majority of users
express approval and praise the
film
B. The movie’s soundtrack and
Leonardo DiCaprio’s acting are
two engaging topics
C. Many posts even state that the
film is the “best movie (they’ve)
ever seen”

10. PROPRIETARY & CONFIDENTIAL
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Samsung, Paramount
Pictures, General Electric, Starbucks, Twitter, The United Nations, and many
more. For more information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON

11. PROPRIETARY & CONFIDENTIAL
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