Hitwise reports that the
official website of the 2Fast 2Furious movie witnessed a huge increase in share of U.S. visits over the weekend. Visits to
the site increased 214% over the past week, in the lead up to the film opening on June 6th. For the first time, this site overtook the
Matrix to
capture 1.84% of all visits to the Hitwise Entertainment - Movies category. Men were the dominant demographic for the 2Fast 2Furious website (61%) - a larger percentage than that recorded by
Universal's exit poll (55%), indicating that a higher proportion of men are visiting the site than seeing the film. Search engines were the leading referrer to thefastandthefurious.com (35.3%) for
week ending June 7th - with Yahoo! Search (15.41%) and Google (10.55%) providing the most traffic. The biggest non-search referrer was Yahoo! Movies (3.38%), while other movie websites contributing to
referrals included Apple QuickTime Movie Trailers (2.59%), Movies.com (1.27%) and Universal Pictures (0.74%). A targeted ad campaign also contributed to almost 10% of upstream traffic, with 4.07% from
the World Wrestling Federation websites followed by BET.com (3.38%) and Alloy (1.95%). Interestingly, after visiting the site, almost a third of the traffic (30.6%) went to play Fast and Furious Game
website, 8.6% went to look at DVD information, 6.8% downloaded the Desktop Dashboard and 4.4% viewed the movie trailer.