Sony-Marvel's "Spider-Man: Homecoming" dominated social media buzz last week with an impressive 612,000 new conversations, according to media-measurement firm comScore and its PreAct service. The figure represented a nearly four-fold increase over the previous week, when "Rogue One: A Star  Wars Story" led with 159,000 conversations. Sony's sixth Spider-Man movie, which sees Tom Holland  replacing Andrew Garfield as the lead, released domestic and international trailers and an official image on Dec 9, preceded by a trailer announcement video. The new conversations number is the highest recorded by PreAct since the weeks before Disney-Marvel's "Captain America: Civil War" opened in early May. PreAct reported 749,129 new conversations in the April 25-May 1 week. "Spider-Man: Homecoming" will open on July 7.

"Rogue One," starring Felicity Jones and Diego Luna, also scored impressive numbers with more than 201,000 new conversations. The first spinoff of the new Star Wars franchise, which opens Dec. 16 amid sky-high expectations, has generated more than 2.6 million cumulative conversations on social media. The plot centers on a group of unlikely heroes who band together to steal the plans to the Death Star the Empire's ultimate weapon of destruction. "Rogue One" scored the second-highest day-of first-day sales last week and is expected to take in $130 million on its opening weekend.

Disney released new international trailers on Dec 6 and 7, and held its red carpet premiere (complete with an X-Wing on Hollywood Blvd) on Dec 10. Universal generated nearly 179,000 new conversations last week for its romance sequel "Fifty Shades Darker" with a new trailer on Dec 7, along with Taylor Swift and Zayn Malik's soundtrack collaboration "I Don't Wanna Live Forever" two days later. "Fifty Shades Darker," which opens Feb 10, brings back Dakota Johnson and Jamie Dornan as the leads. The sequel has already generated more than 720,000 new conversations. The original "Fifty Shades of Grey" was a strong performer last year with more than $540 million in worldwide grosses.

Paramount's "Baywatch" saw more than 61,000 new conversations last week in the wake of a trailer on Dec 8, preceded by a trailer announcement video. The studio also moved the release date for the Dwayne Johnson action-comedy back a week to May 26, the start of the Memorial Day weekend. Paramount also generated a significant response with nearly 60,000 new conversations about its fifth Transformers movie-"Transformers: The Last Knight"-as director Michael Bay released a teaser trailer on Dec 5. "The Last Knight" stars Mark Wahlberg and Anthony Hopkins, who also narrates the first footage, which will screen in front of holiday releases like "Rogue One" and Sony's "Passengers."-Reuters