Sony recently re-released Marvel film Morbius, to catastrophic effect.
Here’s an excerpt from online magazine Vulture:
“Imagine living in 2022 and mistaking irony for sincerity. Well, that’s what executives at Sony did when they re-released the Jared Leto–led Morbius to 1,000 theaters last weekend, making just $85,000 on Friday, June 3.
Twitter users sarcastically praised the film, misattributed made-up quotes to characters, and begged for a full slate of decades’ worth of sequels to go into production.
It appears that Sony misread this bullying as praise and made the decision to re-release the movie.”
Yeesh. What a mistake to make.
If Sony had come to BuzzSumo’s Content Analysis Report, they might have got a better understanding of the irony surrounding Morbius.
Even just looking at how it sized up against the Marvel universe in terms of Facebook Reactions, would have told them a lot of what they needed to know.
On average Marvel films get 67% love reactions. Morbius got 40%.
And, on average Marvel films get 21% Haha reactions. Morbius got double that, at 44%.
Morbius is far more laughable, and far less loved than it’s Marvel siblings released between 2021 – 2022.
In fact, if Sony had just looked at the most engaging “Haha” inducing headline, posted back in March 2022 – a good three months before the re-release date of June 3rd – they would have saved themselves a lot of dollar.
With 72% of “Haha” reactions, it reads “Morbius Early Reactions Almost Unanimously Hate the Spider-Man Spinoff”.