Judging from Universal's Fast and Furious 7 ad campaign Kevin Hart is never going to be cast in one of the franchise's upcoming sequels. Official trailers and teasers have been few and far between with the stars of the new movie posting most of the new promos on their personal social media accounts -- all the while giving thanks to the memory of Paul Walker, who died in a fiery car crash more than a year ago. Though only two full length previews for the new film have been released so far, Vin Diesel recently added a new Paul Walker dedicated poster to his Facebook account. According to the latest gossip news updates, the newly established ListenFirst Digital Audience Ratings (DAR) - Film rating, which measures what entertainment content is resonating most across the major social media websites, has ranked the Furious 7 at the top of their list this week -- above highly anticipated releases like Magic Mike XXL and 50 Shades of Grey -- proving the studio's strategy is working.
Although the powers that be at Universal have only recently released the second trailer for the highly anticipated Fast and Furious 7 sequel at the Super Bowl a few weeks ago, Vin Diesel has been steadily adding all sorts of stills and 7-second shorts to his Facebook page for months:
"Our objective was to make Paul Walker proud.
"After watching Furious 7, and his timeless performance... we realized that it was Paul, who has made all of us...so very proud."
According to last week's DAR - Film ratings, which according to Variety "quantifies over 1 billion users' interaction with programming that goes far beyond the Nielsen ratings or box office totals," Universal's social media strategy is clearly working better than anything else the competition can conjure up.
So the next time Kevin Hart demands Sony to pay him six million dollars to promote his own movie on Twitter, let's hope they do the smart thing and pay him -- for their sake if not his.
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