Actor Tom Cruise shared a photo on Twitter and Instagram of him dressed as his famous Top Gun character Maverick, walking toward a jet with the words “Feel the Need.” Aside from the photo, Cruise wrote only #Day1, meaning that it was the first day of principle filming for Top Gun 2 (titled Top Gun: Maverick).
Tom Cruise joined Instagram in January and is levering his millions of followers across Facebook, Instagram and Twitter to promote the films in which he stars and/or produces. Since he performs his own stunts, Cruise shares behind-the-scenes footage of how some of the film sequences came together. His stunt work for The Mummy was even adapted into a VR experience.
To measure user engagement with Cruise’s Top Gun 2 teaser post, we calculated the earned media value from Instagram and Twitter.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.
(Editor’s note: AListDaily is the publishing arm of Ayzenberg Group. To read the updated AEMVI report reflecting the rapid changes in social, click here.)
Based on the latest AEMVI rates for Twitter interactions, Tom Cruise—on behalf of Paramount Pictures—generated $105,817.05 in organic social media engagement in one day with just one tweet and one Instagram post. This figure was based on values assigned to likes, comments and retweets.
Tapping into the massive follower base of their actors, building hype for a film directly from the star’s social media profile has become a tactic used by many studios, leading to a shift in how actors negotiate their contracts. It was recently revealed, for example, that Dwayne “The Rock” Johnson is charging $1 million for access to his fans on social media, including 107 million in Instagram.
Johnson frequently posts about his upcoming projects, although it’s unclear as to whether he is paid to do so—the aforementioned $1 million social media deal was negotiated specifically for the upcoming film Red Notice. Actor Chris Pratt was reportedly paid $10 million for reprising his role in Jurassic World: Fallen Kingdom and likely collected additional fees for sharing behind-the-scenes featurettes called “Chris Pratt’s Jurassic Journals.”