This summer’s box office story has a plot twist of its own – a decline in ticket sales. According to a report from TheWrap, citing numbers from comScore, the summer blockbuster season’s earnings are down five percent from last year. While there may be help on the way from established franchises’ latest titles, such as Jason Bourne and Star Trek Beyond, sales are not the only thing that has faltered this season.

Social engagement for the top grossing of films of 2016 (through June 30) is also down. The most socially engaged movie so far, Finding Dory, boasts 823,000 engaged fans. While that beats the #1 social film at this point last year – Jurassic World – all other summer 2016 films fall far below its 750,000 fan mark.

This matters because box office gross and social engagement show a strong correlation. And which film has the highest affinity to the greatest number of upcoming movies? Marvel films past (Ant-Man) and present (X-Men: Apocalypse) are the films that will reach the most qualified potential filmgoers.

Interested in unlocking your most qualified audiences? Contact us to find out how.