'Dawn Of The Planet Of The Apes' Explodes

on July 10, 2014


By Alex Edghill

Thursday Morning Update: Dawn Of The Planet Of The Apes saw one of the biggest jumps on the eve of its release that I have ever seen as it rose almost 400% to 29,993 tweets, up from 6,114 tweets on Tuesday. My first wonder was why the massive increase? Sure enough much of it was tied to one of its trailers being aired in the UK during the FIFA World Cup Argentina versus Netherlands semi-final game. A particular scene in the trailer that depicted an ape befriending two humans and then stealing a gun from them and killing them received a lot of attention, drawing both praise and criticism from viewers. The response created a snowball online which generated in excess of 5,000 tweets alone in my estimation. Add to that the slew of reviews being linked online and you have an interesting buzz storm being created. All news is good news, and while I don't think this late surge will affect much of its core demographic of older males but it should help to draw in more younger people who might have given it a pass before. We are predicting $67 million for the film this weekend, a solid bump from the $55 million the last one opened to which should make $500 million worldwide a virtual lock which will ensure a profitable run and the continuation of the franchise.

Perhaps the biggest news item on Wednesday though was the second teaser trailer for The Hunger Games: Mockingjay Part 1 which had a massive 60,445 tweets. The first teaser had 38,020 tweets so this is a notable step up which is golden for Lionsgate. There is little doubting that the film is going to be a huge success given the pedigree of the first two, but I'm curious to see just how huge the first full trailer will be here and if it can break the trailer buzz record that Fault In Our Stars set earlier this year of 145,810 tweets. At the very least I don't see any drop off in earnings here, and when you start at a basement of $158 million you are in excellent shape.

I had projected that Exodus: Gods And Kings was going to come in with over 20,000 tweets yesterday after seeing the early buzz (it was at 7,000 by 10AM) but traffic really fell off after that and it only ended up with 8,706 tweets. This actually was right in line with Noah's first trailer and given its Holiday season run I still believe that it has the potential to be a strong earner.

Top 15 Movies for Wednesday July 9th

Rk Film Tue Wed Week Tue-Wed %
1 (+4) The Hunger Games: Mockingjay Part 1 10,977 60,445 79,170 450.65%
2 (+5) Dawn of The Planet of The Apes 6,114 29,993 39,378 390.56%
3 (-2) The Fault in Our Stars 33,912 28,406 97,994 -16.24%
4 (-2) Transformers: Age of Extinction 23,157 19,459 72,409 -15.97%
5 (-1) 22 Jump Street 14,781 13,320 42,579 -9.88%
6 (-3) Guardians of the Galaxy 17,961 10,024 41,825 -44.19%
7 (+6) Exodus: Gods and Kings 4,005 8,706 12,913 117.38%
8 (-2) Maleficent 8,048 7,977 25,336 -0.88%
9 (-) If I Stay 5,254 4,243 14,963 -19.24%
10 (+9) Before I Go to Sleep 2,805 4,238 10,483 51.09%
11 (-) How to Train Your Dragon 2 4,519 4,139 13,526 -8.41%
12 (-4) Deliver Us from Evil (2014) 5,608 3,760 15,060 -32.95%
13 (+2) Star Wars: Episode VII 3,346 3,710 16,845 10.88%
14 (-4) The Purge: Anarchy 4,758 3,452 11,032 -27.45%
15 (+11) The Giver 1,339 3,336 5,060 149.14%

Please check the methodology page for information about our Twitter project or here for historic data.

Tags: social-media-trends, The Hunger Games: Mockingjay Part 1, Exodus: Gods And Kings, Dawn of the Planet of the Apes


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