Summer is on its way and with the new season, comes the summer action flicks. This month, we looked at the films bringing the most buzz among the influencers looking at conversations between May 1 and May 26. For a full recap see the PR week column (Note: subscription required)

Memorial Day brought lots movie buzz around Star Trek, Terminator Salvation and X-Men Origins: Wolverine. Interesting to note that top conversations around these films focused not on the movies themselves, but on their marketing and advertising promotions. For Star Trek, the top post was about the mini-site Nokia created to highlight its product placements in the movie. The most influential post on Wolverine from GoNintendo, actually focused on the Wolverine video game.

Also in the spotlight, the comedy film Night at the Museum: Battle of the Smithsonian which had one-third of the influencers discussing the performance of Amy Adams as pilot Amelia Earhart. Perhaps even more interesting, the fact that Washington DC-based sites like the Washington Examiner are emerging as influential for this movie, as the setting and film premiere take place in the city’s most prominent museum.

Listening to the conversations taking place about these movies surfaced some surprising new conversation themes, such as buzz behind the movie promotions themselves as well as the cities where the movies are based. Diving into the meat of the conversation in this way can create new targeting opportunities. For example, consider also using local angles to reach your audiences, or taking a look at peripheral topics such games and promotions your audience may be discussing. Understanding how consumers are engaged in the dialogue can directly impact your advertising execution and help you create more focused messages that speak directly to your audiences.