Twitter Futures - 'Fifty Shades Of Grey' Hints At Its Potential on February 06, 2015


By Alex Edghill

Friday Morning Update: Fifty Shades Of Grey was the big winner last week as it ended up with 276,276 tweets. Not really a huge surprise considering that the marketing for it has kicked into high gear and the week also included its Super Bowl trailer which gave it a solid bump as well. Comparisons are tough here since its appeal is pretty unique: Twilight for your mom, The Expendables for women, Passion Of The Christ for housewives. Call it what you will it has taken a certain demographic of the North American population by storm, in a way which it has never been tapped into before. The best comparison I can really think of was Magic Mike, which appealed directly to this target audience. Add in millions and millions of book sales and a preceding pop culture obsession and its clear to see why this is getting so much attention. Magic Mike had 90,446 tweets the exact same period before its release for reference. Magic Mike opened to $39 million back in 2012, and based on the level of buzz for Fifty Shades I would have to say that $60 million+ is a lock here for Mr. Grey and company. With a $40 million budget (and probably a similar marketing spend) this is a lock for huge dollars for all involved. Expect to see Fifty Shades Darker scheduled for a release date within the next month.

Super Bowl spots (or pregame spots) were big catalysts for many other films in the top 10 including Jurassic World, Furious 7, The SpongeBob Movie: Sponge Out Of Water, Avengers: Age Of Ultron, Ted 2, and Minions. At $4.5 million for 30 seconds during the game one would hope expected this type of bump for the films though. Curiously a few films which aired commercials during the game itself were absent from the list, namely Terminator Genisys and Tomorrowland which has got to sting a bit, they ended up at 18th and 23rd on the week respectively. Check out my previous column which dove indepth into the performance of the trailers that aired during the game.

Only two films made it into the top 10 without having pregame or gametime Super Bowl trailers this past week, and both had trailers to thank for the inclusion. Magic Mike XXL had a hefty 62,803 tweets on Tuesday which further cemented its place as one of the brightest stars of Summer. To show how far Magic Mike has come, the first trailer for the first film didn't even crack 7,000 tweets. Needless to say there will be little surprise here when this blows by the already hefty $39 million opening of the first film.

Second up was the Poltergeist remake which snuck in at #10, largely thanks to its 26,934 tweets yesterday after its first trailer. Decent start to begin with and definitely puts it on the map for Summer horrors as a potential break out. After having a tough year in 2014 the horror genre is alive in kicking in 2015, and with Summer seeing this, Somnia, Insidious: Chapter 3, Sinister 2, The Gallows it has the potential to be one of the biggest Summers ever.

Twitter Top 10 Movies for the week of January 30th to February 5th

Date Movie Tweets Rank Change
2/13/15 Fifty Shades of Grey 276,276 1 (-) 100.18%
6/12/15 Jurassic World 136,743 2 (+13) 565.93%
7/01/15 Magic Mike XXL 113,178 3 (+41) 11332.12%
4/03/15 Furious 7 107,817 4 (+20) 854.05%
2/06/15 Jupiter Ascending 85,740 5 (+7) 205.15%
2/06/15 The SpongeBob Movie: Sponge Out Of Water 75,207 6 (+8) 232.10%
5/01/15 Avengers: Age of Ultron 70,499 7 (-2) 26.27%
6/26/15 Ted 2 65,749 8 (-) 67.65%
7/10/15 Minions 57,167 9 (+10) 303.66%
7/24/15 Poltergeist (2015) 37,793 10 (+25) 1223.75%

Subscribe to Box Office for more social media insights/coverage.

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

Sony Pictures Entertainment and MRC Will Bring Neill Blomkamp's 'Chappie' to IMAX on February 06, 2015

chappielongrange.pngThe official press release:


SANTA MONICA, CA - Feb. 6, 2015 - IMAX Corporation (NYSE:IMAX), Sony Pictures Entertainment and MRC announced today that Chappie, the third feature film from visionary director Neill Blomkamp (District 9, Elysium), will be digitally re-mastered into the immersive IMAX® format and released into IMAX® theatres domestically on March 6, 2015, following the overseas IMAX launch dates beginning as early as March 4.

Written by Blomkamp and Terri Tatchell, Chappie tells the original story of a precocious robot named Chappie, the first robot with the ability to think and feel for itself. The film stars Sharlto Copley (Maleficent, District 9), Dev Patel (Slumdog Millionaire), South African rappers NINJA and ¥O-LANDI VI$ER, Jose Pablo Cantillo, with Academy Award® nominee Sigourney Weaver and Hugh Jackman. Blomkamp produced the film along with Simon Kinberg. Ben Waisbren served as executive producer.

"With his previous films District 9 and Elysium, Neill Blomkamp has proven himself to be a talented filmmaker with a unique voice, and we're thrilled to continue our partnership with him and Sony Pictures Entertainment to release Chappie in IMAX theatres worldwide," said Greg Foster, Senior Executive Vice President, IMAX Corp. and CEO of IMAX Entertainment.

The IMAX® release of Chappie will be digitally re-mastered into the image and sound quality of The IMAX Experience® with proprietary IMAX DMR® (Digital Re-mastering) technology. The crystal-clear images, coupled with IMAX's customized theatre geometry and powerful digital audio, create a unique environment that will make audiences feel as if they are in the movie.

'The Hunger Games: Mockingjay - Part 2' Soars Into IMAX 3D Theaters Starting November 20 on February 06, 2015

hungergamemockingjay.pngSANTA MONICA, Calif., February 6, 2015 - IMAX Corporation (NYSE: IMAX) and Lionsgate (NYSE: LGF), a premier next generation global content leader, today announced that The Hunger Games: Mockingjay - Part 2, the next installment of the global blockbuster Hunger Games franchise, will be digitally re-mastered into the immersive IMAX® format and released in IMAX® 3D theaters domestically for the film's November 20th rollout.
"I'm thrilled Mockingjay - Part 2 will be in IMAX theaters," said director Francis Lawrence. "Fans will now have the chance to see the film in any format they want, which is exciting; we recently saw the 3-D version of Mockingjay - Part 1 before its release in China, and the new level of immersion was really fantastic."

"It's exciting to be back in The Hunger Games world and once again team up with our partners at Lionsgate, director Francis Lawrence and producers Nina Jacobson and Jon Kilik on what we believe will be a thrilling, action-packed finale to this blockbuster franchise," said Greg Foster, Senior Executive Vice President, IMAX Corp. and CEO of IMAX Entertainment. "The fan enthusiasm and cultural impact that this series has generated has been truly remarkable and we are thrilled to offer audiences the opportunity to experience the last chapter in IMAX 3D."

The IMAX® 3D version of The Hunger Games: Mockingjay - Part 2 will be digitally re-mastered into the image and sound quality of The IMAX Experience® with proprietary IMAX® DMR (Digital Re-mastering) technology. The crystal-clear images, coupled with IMAX's customized theatre geometry and powerful digital audio, create a unique environment that will make audiences feel as if they are in the movie.

The blockbuster Hunger Games franchise has taken audiences by storm around the world, grossing more than $2.2 billion at the global box office, and it was the #1 movie of the year two years in a row domestically. The Hunger Games: Mockingjay - Part 2 now brings the franchise to its powerful fourth chapter in which Katniss Everdeen (Jennifer Lawrence) now fully realizes the stakes are no longer just for survival -- they are for the future.

With the nation of Panem in a full scale war, Katniss confronts President Snow (Donald Sutherland) in the final showdown. Teamed with a group of her closest friends - including Gale (Liam Hemsworth), Finnick (Sam Claflin), and Peeta (Josh Hutcherson) - Katniss goes off on a mission with the unit from District 13 as they risk their lives to stage an assassination attempt on President Snow who has become increasingly obsessed with destroying her. The mortal traps, enemies, and moral choices that await Katniss will challenge her more than any arena she faced in The Hunger Games.

The Hunger Games: Mockingjay - Part 2 is directed by Francis Lawrence from a screenplay by Peter Craig and Danny Strong and features an acclaimed cast including Academy Award®-winner Jennifer Lawrence, Josh Hutcherson, Liam Hemsworth, Woody Harrelson, Elizabeth Banks, Philip Seymour Hoffman, Jeffrey Wright, Willow Shields, Sam Claflin, Jena Malone with Stanley Tucci and Donald Sutherland reprising their original roles from The Hunger Games and The Hunger Games: Catching Fire. The impressive lineup is joined by The Hunger Games: Mockingjay - Part 1 co-stars five-time Academy Award®-nominee Julianne Moore, Mahershala Ali, Natalie Dormer, Wes Chatham, Elden Henson and Evan Ross.


The first three installments of the global blockbuster Hunger Games franchise have grossed more than $2.2 billion at the worldwide box office and counting. The last two installments of The Hunger Games franchise (Catching Fire and Mockingjay - Part 1) have become the highest-grossing releases at the domestic box office each of the past two years, the first time ever for back-to-back sequels. The Hunger Games: Catching Fire also holds the record as the 10th highest-grossing domestic release of all time.

Based on Suzanne Collins' best-selling trilogy of books which has already sold more than 82 million copies around the world, The Hunger Games franchise continues to expand into exciting new lines of business. Lionsgate will launch a U.S. tour of "The Hunger Games: The Exhibition" in Summer 2015 and is teaming with Imagine Nation to bring The Hunger Games live theatrical experience to London in Summer 2016. Additionally, The Hunger Games Kabam video game launched in November 2014 as the #3-ranking game on Google worldwide.

The next installment of the record-breaking franchise, The Hunger Games: Mockingjay - Part 2, will be released on November 20, 2015, directed by Francis Lawrence and starring Academy Award® winner Jennifer Lawrence, Josh Hutcherson, Liam Hemsworth and Woody Harrelson.


Lionsgate is a premier next generation global content leader with a strong and diversified presence in motion picture production and distribution, television programming and syndication, home entertainment, digital distribution, channel platforms and international distribution and sales. The Company currently has more than 30 television shows on over 20 different networks spanning its primetime production, distribution and syndication businesses, including such critically-acclaimed hits as the multiple Emmy Award-winning Mad Men and Nurse Jackie, the comedy Anger Management, the broadcast network series Nashville, the syndication success The Wendy Williams Show and the critically-acclaimed hit series Orange is the New Black.

Its feature film business has been fueled by such recent successes as the blockbuster first three installments of The Hunger Games franchise, the first installment of the Divergent franchise, John Wick, Now You See Me, Roadside Attractions' A Most Wanted Man, Lionsgate/Codeblack Films' Addicted and Pantelion Films' Instructions Not Included, the highest-grossing Spanish-language film ever released in the U.S.

Lionsgate's home entertainment business is an industry leader in box office-to-DVD and box office-to-VOD revenue conversion rates. Lionsgate handles a prestigious and prolific library of approximately 16,000 motion picture and television titles that is an important source of recurring revenue and serves as the foundation for the growth of the Company's core businesses. The Lionsgate and Summit brands remain synonymous with original, daring, quality entertainment in markets around the world.


IMAX, an innovator in entertainment technology, combines proprietary software, architecture and equipment to create experiences that take you beyond the edge of your seat to a world you've never imagined. Top filmmakers and studios are utilizing IMAX theatres to connect with audiences in extraordinary ways, and, as such, IMAX's network is among the most important and successful theatrical distribution platforms for major event films around the globe. IMAX is headquartered in New York, Toronto and Los Angeles, with offices in London, Tokyo, Shanghai and Beijing. As of September 30, 2014, there were 880 IMAX theatres (751 commercial multiplexes, 19 commercial destinations and 110 institutions) in 60 countries. IMAX®, IMAX® 3D, IMAX DMR®, Experience It In IMAX®, An IMAX 3D Experience®, The IMAX Experience® and IMAX Is Believing® are trademarks of IMAX Corporation. More information about the Company can be found at . You may also connect with IMAX on Facebook ( ), Twitter ( ) and YouTube ( ).

# # #

NORTH AMERICA: 'American Sniper' Clears $255M on Wednesday; 'Black or White' Holds Onto Second Place; 'Project Almanac' Falls Out of Top Five on February 05, 2015

jan30.pngThursday Report: American Sniper added $2.27 million on Wednesday, off just 40.5 percent from the same day last week. The blockbuster biopic has earned $255.6 million domestically, putting it 44 percent ahead of the pace of Gravity and 4.5 percent behind The Passion of the Christ at their respective points in wide release.

Black or White took in $0.52 million yesterday as it continues to show healthy holding power after opening weekend. The drama's six-day total is $8.0 million.

The Wedding Ringer took in $0.49 million, off just 31 percent from last Wednesday. The comedy's 20-day take is $49.8 million.

The Boy Next Door was down 44 percent from last week to $0.47 million in fourth place on Wednesday. Its 13-day cume stands at $26.3 million.

The Imitation Game filled out the top five with another $0.46 million -- easing 16 percent from last Wednesday, and giving it a total of $69.3 million to-date.

Project Almanac moved down to sixth place as it grossed $0.44 million on Wednesday, putting its six-day haul at $10.0 million. Unfortunately, the teen-targeted film hasn't caught on like former Super Bowl weekend openers in recent years.

Meanwhile, The Loft took in $0.30 million yesterday. Its six-day total is $3.53 million.

Wednesday Report:

By Daniel Garris

Warner's American Sniper grossed $2.92 million on Tuesday to lead the daily box office for 19th straight day. The blockbuster Clint Eastwood directed film starring Bradley Cooper was up 11 percent over Monday and down 42 percent from last Tuesday. American Sniper surpassed the current total gross of fellow Warner Bros. release The Hobbit: The Battle of the Five Armies on Tuesday to become the fifth highest grossing release of 2014 domestically thus far. In the coming days American Sniper will zoom past both The Lego Movie and Captain America: The Winter Soldier to move into third place among 2014 releases. American Sniper has grossed $253.32 million after 19 days of wide release.

Relativity's Black or White had a very nice hold on Tuesday as it was up two spots and an impressive 50 percent over Monday's performance to move into second on Tuesday with $0.777 million. The drama starring Kevin Costner and Octavia Spencer has grossed $7.51 million in five days, which is towards the higher end of the film's modest expectations. Given its daily holds thus far (as well as its A- rating on CinemaScore), it appears that Black or White is going over much better with moviegoers than it has with critics.

Project Almanac was down one spot from Monday to land in third with $0.675 million. The low-budget sci-fi thriller from Paramount increased 15 percent over Monday. Project Almanac has grossed a significantly softer than expected $9.57 million in its first five days of release. That places the film a very disappointing 57 percent behind the $22.25 million five-day start of last year's Ouija.

The Boy Next Door was up one spot and 42 percent over Monday to claim fourth place with $0.666 million. However, Universal's low-budget thriller starring Jennifer Lopez was still down a sizable 46 percent from last Tuesday. The Boy Next Door has grossed $25.81 million in twelve days, which is in line with expectations and very solid given the film's low production cost.

Sony's The Wedding Ringer fell two places from Monday to round out Tuesday's top five with $0.646 million. The modestly budgeted comedy starring Kevin Hart and Josh Gad was up 22 percent over Monday and down just 34 percent from last Tuesday. The Wedding Ringer has grossed $49.31 million in 19 days and is set to surpass the $50 million mark on Thursday.

'Fifty Shades of Grey' Pre-Sales Heat Up In Unexpected Places on February 04, 2015


The official press release from Fandango:

LOS ANGELES -- Already the fastest-selling R-rated title in Fandango's 15-year history, the highly anticipated movie version of E.L. James's bestseller, "Fifty Shades of Grey," is poised for a red-hot debut on Valentine's Day Weekend. Fandango analyzed its pre-sales history, state-by-state, and discovered that "Fifty Shades" is selling significantly better than normal in many Southern and Midwest States. The top five performers include Mississippi, Arkansas, West Virginia, Kentucky and Alabama. In Mississippi, pre-sales for "Fifty Shades" are nearly four times higher than expected on Fandango.

"'Fifty Shades' is a true phenomenon all across the country," says Fandango Chief Correspondent Dave Karger. "It's a surprisingly hot seller in the South and Heartland, indicating that the anticipation for this film is across the board."

The top ten states, where "Fifty Shades" pre-sales are much larger than expected, are ranked below:
1. Mississippi: 3.9x
2. Arkansas: 2.8x
3. West Virginia: 2.7x
4. Kentucky: 2.1x
5. Alabama: 2.0x
6. Louisiana: 2.0x
7. North Dakota: 1.9x
8. South Carolina: 1.8x
9. Iowa: 1.7x
10. Tennessee: 1.6x

The findings are based on a state-by-state analysis of advance sales patterns on Fandango. The company compared the pre-sales performance of "Fifty Shades" against the average and found surprisingly high numbers in the states listed above.

To date, there are hundreds of sold-out "Fifty Shades" showtimes from the first 8:00pm showtimes on Thursday, February 12, throughout Valentine's Day weekend, in cities ranging from Tupelo, MS, Florence, KY and Chattanooga, TN to San Diego, Houston, Las Vegas, Los Angeles, and New York. Theater owners are continually adding new screens and posting new showtimes on Fandango to meet the fan demand.

At the end of December 2014, Fandango surveyed more than 1,000 ticket-buyers, asking them which 2015 films they're most excited to see on the big screen. "Fifty Shades" ranked among the top four films, along with "Star Wars: The Force Awakens," "Avengers: Age of Ultron," and "The Hunger Games: Mockingjay, Part 2," while "Fifty Shades" star Jamie Dornan was voted "Biggest Male Breakout Movie Star of 2015."

Subscribe to Articles Feed