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Canvs: Will the Release of Hamilton on Disney+ Become the Blockbuster it Expects?

Canvs, the leading emotion measurement technology company, connects consumer input to research insights with patented semantic AI technology to help companies deeply understand and empathize with their audiences.

The highly anticipated 2016 cast recording of the musical Hamilton comes to Disney+ on Friday, July 3, 2020. The rap-inspired musical is about the life story of US Founding Father and key economic figure, Alexander Hamilton. It was originally supposed to come to theaters on Oct. 15, 2021, but Disney moved up its release date since most movie theaters are still closed due to the coronavirus pandemic. 

The biggest stage phenomenon of the past decade, Hamilton had a record-setting 16 nominations and won 11 of them, including best musical at the 2016 Tony Awards. It also won the Pulitzer Prize for drama that year. The movie version is 160 minutes long, recorded over several live performances of the original Broadway cast.

In anticipation of its release tomorrow, we wanted to take a look at some of the emotional reactions analyzed from excited and not-as excited fans.

Emotional reactions for Hamilton spiked on the day its new Disney+ release date was announced. On Jun 21st, at a reaction rate of 75%, there were 22,449 emotional reactions out of 29,843 tweets. Now, after looking from the date its release was announced through July 1st, the anticipation is mounting, and fans are counting down the days with reactions like: “Guys. It’s 9 days away. OMG.” “Can. Not. Wait.” “Like moths to a flame 🔥.”

Further comparison of how Disney+’s content is landing with viewers leads us to another one of Disney+’s ‘anticipated shows’: The Mandalorian. Juxtaposing Disney+’s most recent ‘blockbuster’ hit with its expected hit of the year, it seems easy to see and believe that with all numbers as of now, Hamilton will surpass The Mandalorian’s on-going success. Some context for comparison is that while both shows have roughly the same number of emotional reactions, it is not over the same length of time. Hamilton’s emotional reactions were amassed over a 10-day period whereas The Mandalorian’s were over the last 3 months. Also, Hamilton hasn’t been released yet, whereas The Mandalorian was released in Nov 2019.

We are excited to see what happens next. Will Hamilton surpass The Mandalorian and by how much? Will Hamilton retain a high number of emotional reactions or would it need events to cause it to spike months after its release, as The Mandalorian did on Apr 30th? These are all questions we are curious to see the data around in the coming days.

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