What initially seemed like a polarizing movie (due to its star, Tom Cruise, and musical genre) has turned into an overall very positively received topic on social media – yet not one that has translated into actual theater attendance.

Using Attensity Analyze, Attensity’s social media analytics application, we identified and analyzed social media conversations about Rock of Ages posted on Twitter, Facebook, news sites, forums, videos and other social sources before and after the movie’s nationwide June 15 release. The results from the entire data set from June 10-17 show that moviegoers expressed an overwhelming 96.8 percent positive sentiment toward the movie.

The full Attensity report is available as a free download here.

Attensity’s data reveals that the already positive sentiment toward Rock of Ages, in fact, grew over 10 percent after the film’s premiere. Positive sentiment for Tom Cruise in the movie also increased, moving from 47.87 percent to 52 percent.

On the other hand, critics of Tom Cruise jumped on the opportunity to post their negative comments about the actor and his participation in Rock of Ages, adding to the small amount of negative sentiment and arguably playing a role in the film’s lackluster opening weekend numbers.

Attensity’s analysis also reveals that social conversations included both sentiment and non-sentiment. Over 97 percent of posts expressed sentiment, while just 0.5 percent expressed non-sentiment – most of which were posts from people who mentioned they watched the trailer for Rock of Ages.

Get the full social media sentiment analysis of the movie here.