Debut movie, One Direction: This Is Us, about Simon Cowell's British boy band One Direction set Twitter aflame during yesterday's London launch.
One Direction may not have won The X Factor, nor did the members even enter the competition as a group in first place, but that hasn't stopped the world from having to endure the '1D' madness.
The fivesome's debut film, One Direction: This Is Us, premiered in London's Leicester Square last night and fans in their thousands gathered to squeal and bask in the stench of boy band mania.
As is usually the case for huge events, such as the Oscars and Olympics, Twitter experienced mass One Direction hysteria as there were over 3.6 million tweets about the group and the premiere yesterday.
Meanwhile, the huge monitor placed at the London movie landmark captured more than two million tweets about the event itself during the evening, while 1.9m tweets sported the #1DMoviePremiere hashtag.
In addition to the hashtag, Leicester Square and London were also trending in the UK and worldwide throughout the day.
And as if that weren't enough, 14.3 million followers makes One Direction the most followed UK band on Twitter, and the individual group members have between ten million and 16 million followers each.
Morgan Spurlock, the film's director, actually dedicated a section in the film to Twitter to observe how their profiles have grown so rapidly on the social network.