ComScore’s PreAct, which measures the amount of social chatter (good or bad) on movies before their release, continues to show that Warner Bros.’ DC villain movie Suicide Squad is a hot topic on social with close to 59K fresh conversations for the week of July 4 through 10.

Typically when a film registers on this chart, it’s either due to PR materials dropping or a piece of news breaking about a particular film online, especially for those titles with release dates that are several months out.

Currently, Suicide Squad is on a runway with its promo campaign as we head toward the pic’s Aug. 5 opening date. A new set of photos and a detailed synopsis triggered Suicide Squad to top PreAct’s chart, bypassing the conversation of such upcoming July titles as Star Trek Beyond and Ghostbusters. Suicide Squad hits the tracking boards this Thursday, and an excitement prevails about non-Warner Bros. executives. They truly anticipate Suicide Squad to be a big opener in the spirit of Disney/Marvel’s The Guardians of the Galaxy ($94.3M); the last big huzzah of summer.

Even though it won’t hit the screen until March 17 of next year, Disney’s live-action version of Beauty and the Beast generated close to 25K conversations on social due to a new teaser poster hitting the web. The studio’s Rogue One: A Star Wars Story earned 12K in chatter thanks to headlines about a new trailer that’s dropping this Friday. Lionsgate’s Deepwater Horizon also unveiled a new teaser poster which spurred 6K-plus worth of conversations.