By Alex Edghill
Friday Morning Update: First let's start with The Avengers: Age Of Ultron which finally took over top spot this past weekend. Hardly a surprise since its release is now just two weeks away and the marketing for the film has kicked into high gear, but still nice to see. It had just over 260,000 tweets on the week which was mighty impressive, and a number which we could see rise to over 400,000 this time next week given the increase in buzz it has been seeing. The record on the year for weekly tweets of a film in pre-release is actually owned by the same Age Of Ultron which had 418k tweets back in the beginning of March after its last big trailer reveal. I'm thinking that number might be in trouble this time next week.
Spectre waned as expected over the past week as it fell by over 65%, almost making way for the latest hot ticket - Star Wars: The Force Returns. With its second trailer, Star Wars had over 68,000 tweets yesterday, and so far today it is at over 90k tweets and should end up well north of six figures. Its first trailer had 142k back in December so its very impressive to see it so very close to that number with its second. Fitting to have this and Avengers duking it out over the next week because no other film should come close to their box office totals on the year.
Ant-Man also had a strong showing for its second trailer this past week as it generated over 44,000 tweets, very close to the 55,356 tweets its first trailer generated back in January of the year. A far cry from Avengers and even Deadpool's first picture reveal but considering that it comes after Age Of Ultron and exists in the same cinematic universe it has a lot going for it. Captain America and Thor debuted their franchises with ~$65 million a few years ago prior to Avengers. Considering that Ant-Man is a fringe character and not nearly as well known means that anything in the range of $50 million should be very favorable for a first film in the franchise.
Twitter Top 10 Movies for the week of April 10th to April 16th
|5/01/15||Avengers: Age of Ultron||261,116||1 (+1)||44.30%|
|12/18/15||Star Wars: The Force Awakens||87,985||(+12)||340.87%|
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Interview with Mitch Neuhauser, Managing Director, CinemaCon
CinemaCon is once again starting with International Day; tell us what's in store from day one.
Our industry is truly global in nature and there are many issues and topics of importance and concern that are common to distributors in the domestic and international markets. There is still a need for the international community to gather as a group. There are matters that are specific to the international market, hence the reason we've continued with our International Day programming as a way to single out some of the executives and filmmakers in the international markets, hear updates on what's going on, specific to exhibition and distribution. We've put together what we think is pretty good International Day programming. We traditionally start off with two keynotes, one from exhibition and another from distribution, on what's going on in the industry: the good, the bad, the ugly, the past, the present, the future. From distribution we have Dave Hollis, executive vice president of distribution at Disney, and from exhibition we have Jerry Ye, vice president of Wanda. We have morning seminars, digital and social media programming; we're putting together a session in the afternoon on exhibition and distribution. We're delighted to be singling out Valmir Fernandes, the president of Cinemark International, with our Global Achievement in Exhibition award. We present something called the CinemaCon Passepartout award, which is being presented to Erlina Suharjono, the SVP Asia distribution for Warner Bros. Pictures International-she's someone who has been working tirelessly behind the scenes, very well respected by her peers throughout distribution and exhibition. We're honoring the filmmaker Baltasar Kormakur, the director of the upcoming film Everest, and Rentrak is presenting an award to 20th Century Fox International, last year's leader at the international box office. It's a jam-packed agenda, and we expect around 850 fully registered delegates for International Day.
Are there any specific trends or topics you'd like to highlight at this year's event?
First and foremost, the driving force behind our industry is product, and that's what studios bring to the table. We have six major studios on board with presentations on their upcoming slates: Sony, Disney, Fox, Universal, Paramount, and Warner Bros. Three of the studios will be screening feature films in their entirety: Disney will screen Pixar's Inside Out, Universal will screen Pitch Perfect 2, and Fox will screen Spy. We have a great cornerstone of programming from the studio standpoint. The next major piece to our puzzle is the trade show, which is once again a sellout. We need to keep on top of what's going on in equipment, concessions-what keeps our industry going.
Lunches are a great opportunity to hear industry leaders give talks and network with colleagues. What's on hand this year?
We're very excited about our lunches this year. Our Wednesday lunch has traditionally been filmmaker driven; in the past we've had Christopher Nolan, Ang Lee, Martin Scorsese, Oliver Stone, Sam Raimi, Guillermo del Toro, James Cameron, George Lucas. This year our lunch will be focused on Clint Eastwood. We're going to honor him and include a one-on-one panel with him. In early March, American Sniper became the top-grossing film released in 2015, and it's really a phenomenon. What he's done is incredible; this 84-year-old icon has unified the country with one film. We couldn't be more thrilled to have the support of Warner Bros. in bringing him so people attending can hear what he has to say about our industry, the theater-going experience, and for us to thank him for an unparalleled career.
You're also planning to bring in more discussion about independent film.
Many people ask us why we don't do anything on independent film. We've tried to do it on a number of occasions and hadn't gotten the traction we really needed to pull it off, but this year we have. We're calling our Thursday lunch "The Independent Game: Based on a True Story." There's such an important role that independent film plays; the major studios are continuing to fill the pipeline with incredible product for the masses, but they're cutting back on the number of annual releases, which puts an added importance on independent distributors. They fill screens, and our screens want to be filled 52 weeks a year and offer as diverse a range of product as possible. We're really thrilled to put together a very potent program on independent film.
Can you tell us about some other panels you have planned?
We have other panels scheduled throughout the convention. We have one on the importance of the Hispanic and Latino marketplace. Menu labeling is very important to members of NATO, and our friends at NAC, the National Association of Concessionaires, are hosting a panel called "The How-To Guide for Compliance with the FDA Menu-Labeling Regulations." ICTA is putting together a program on Thursday morning: "The Unintended Consequences of Digital Cinema." Everyone is digital, everything is going great, but it's still a learning curve and there are some things we still need to get a handle on. We're also putting together a program on showmanship and marketing. There's so much going on in social media, and the print ad has gone by the wayside, but theater managers still need to be on top of their game from a marketing and showmanship standpoint. When you're running a theater and there are guidelines and regulations pertaining to the consumer that change so often, you need to be on top of so many topics. One of them is payment security. There's a whole new force in the world of credit cards, called EMV, that theaters need to comply with to protect their customers, and we have a panel on that on Wednesday morning.
Anything new this year that we should look forward to?
Something new and exciting this year is going to be the Monday-night opening that is going to take place at a brand-new club called Omnia-a fantastic state-of-the-art club. In Vegas if you're not with the times, you're behind the times, and we're really excited to introduce CinemaCon and its delegates to Omnia. It's going to follow our gala opening-night event and screening, which will be the first industry screening of Pitch Perfect 2. Elizabeth Banks will be on hand with some special surprises, and we're looking to get out of the gate in a very exciting way.
CinemaCon returns to Caesars Palace in Las Vegas April 20-23.
After 80 years in business, the family company looks forward to a bright future.
Marcus Theatres has grown considerably from its humble roots in its home state of Wisconsin. The company opened its first cinema outside of Wisconsin as recently as the early '90s. "We traditionally had just stayed at home in Wisconsin, and that was really my grandfather's mentality: you sort of stay close to home," says Greg Marcus, grandson of founder Ben Marcus and president and CEO of the Marcus Corporation. "With time we built out Wisconsin and broadened our horizons. We knew we were good at what we did; we always had good people in good management teams. We leveraged that and grew the business."
Today, Marcus Theatres is one of the top exhibition circuits in North America, operating nearly 700 screens across seven states. The last 18 months have seen an investment of more than $100 million in the company's exhibition business, as Marcus Theatres focuses its efforts on offering what Jeff Tomachek, executive vice president, calls "a complete entertainment destination."
In many ways, it seems like a natural progression for a company that has long been active in a diverse number of consumer-oriented businesses that include hotels and restaurants. Much of that investment is dedicated to amenities that complement the theater-going experience and offer patrons a great array of choices when going to the movies. Marcus Theatres was a pioneer in exhibitor-branded premium large-format screens, commonplace among leading exhibitors today but ahead of its time when the company unveiled its first three-story-tall, 75-foot-wide screen at the Westown Cinema in Waukesha, Wisconsin, in 1999. The UltraScreen brand is now bundled together with the company's own line of recliner seats, DreamLoungers, to create the UltraScreen DLX experience. The new UltraScreen DLX locations have led Marcus Theatres to adopt yet another innovation in its theaters: reserved seating. Kim Barengo, a 27-year veteran at Marcus Theatres, who worked her way up from the concession stand to district director, believes customers enjoy the hassle-free experience of claiming seats well in advance without having to snake articles of clothing across seats. "People commit earlier in the day to that experience and can show up five minutes before or five minutes after show time and know they'll still have their seat."
Marcus Theatres' strategy for the future doesn't end in the screening room. "We tend to survey and spend a lot of time talking to our guests, and what we heard a number of years ago were two really important things that mattered to them: screen size and the comfort and quality of seats," explains Tomachek. "That's around the same time they started to talk to us about additional food-and-beverage options as well." The company now offers four different enhanced food-and-beverage options in its theaters: Zaffiro's, a full-service pizza restaurant; Zaffiro's Express, offering heartier options beyond candy and popcorn sold through the concession stand; in-theater dining through its Big Screen Bistro auditoriums; and cocktails through its Take 5 Lounge areas in the lobby. "The Marcus Corporation has a long history in restaurants and food and beverage. On the Marcus Theatres side we have been able to draw from that and learn from and utilize some of those resources. It has made it a natural progression for us to move some of that stuff into our theaters."
The transformation of the neighborhood movie theater isn't a phenomenon exclusive to Marcus Theatres. The exhibition industry has largely followed the example of airports and sports stadiums, reconceptualizing the use of space in the theater to allow consumers more options to spend more. Tomachek sees the evolution as part of creating a more comfortable and customizable experience for the audience. "If you look at what the moviegoing experience was five to eight years ago, you see something very different than what you see now. It's all about what's that next thing; what is the consumer looking for and how can we provide it?"
Extra amenities give consumers the ability to spend more when they'd like, but what about those who believe a night out at the movies is already too expensive as it is? Marcus Theatres rolled out its $5 Tuesday to bridge that gap. The program offers $5 admission with a free small popcorn-an alluring discount for families, considering the slow economic recovery of recent years. "Tuesdays have become one of our busiest days of the week. We have a lot of moviegoers and families that hadn't been to the theater in years or felt that they could no longer afford to go to the movies," says Barengo. "Last summer I had my babysitter cancel on me on a Tuesday. She said, ‘Is there any other day of the week that I can watch your kids? I really want to go to the movies on Tuesday.'"
"It's been a resounding success for us but, more importantly, it ties in to the larger picture of what we're trying to accomplish organizationally: making sure that the health and well-being of our company and industry as a whole remain strong," expands Marcus Theatres president and CEO Rolando Rodriguez, who shared his excitement about the program with BOXOFFICE in an interview last year. "The industry went down in attendance last year, and one of our ultimate goals is to continue to see that consumers find our value proposition to be attractive. The way we define ‘value' isn't only through the offerings and amenities we have ... but also looking at the pricing of those very options. One of the key things in our industry is that we cater to the general masses, so we have to be very cognizant of having the right price for the right customer at the right time. It doesn't mean we have a discounted price on the weekend-that's a high-demand period-but there should be a time period that we can cater to those value consumers that we have already lost due to the economic conditions in our country. ... I can't tell you how many letters, notes, and comments we've received from families that we had lost because they couldn't afford to come to our theater anymore. We picked to have it on a weekday, and although it's not the most desirable time period, it still gives people the chance to enjoy an entertainment experience with their families."
The value-pricing initiative is a central part of the company's strategy of encouraging repeat visits to Marcus Theatres. "Hitting that $5 price point is making it affordable for people that not only haven't been here for a while but also to those that already come on the weekend but want to check out an extra movie within their budget," says Barengo. Marcus Theatres' loyalty program complements that strategy. Launched in April 2014, the program expects to enroll its one millionth member within its first year.
"While attendance is largely driven by the quality and quantity of films that are released throughout the course of the year, we also have a role as exhibitors to make sure that we properly satisfy the consumers to build their loyalty, their constant attendance, and to see if there are other ways to keep on bringing them into our theaters," Rodriguez emphasizes. Earlier this year, Marcus Theatres began placing more focus on hosting film series across its cinemas. The company worked with Disney to host a film series called "Enchanted Tales" that ran over the course of four different weekends at select Marcus Theatres locations. A "Ladies' Night" series began its run in late February, screening romantic comedies on Monday nights and offering drink specials at some of its theaters. The film series concept is also timed to coincide with major studio releases. Marcus Theatres prepared for the release of Furious 7 by screening the preceding titles in the franchise on weekdays.
This year has produced strong box office results so far, but Rodriguez knows the future success of the company, and exhibition industry at large, depends on maintaining sustainable growth year over year. "We can't just look at our business as a one-year success story," he says. "If you look at the history of Marcus Theatres, we've been around for 80 years, and we plan to be around for 80 more; our investments have a little more strategic philosophy to them. We have invested over $100 million into our business in the past year and a half. That wasn't necessarily intended for 2015; we believe these investments are going to be sustainable for many years to come.
"What you will continue to see with Marcus Theatres, and what you have been seeing for the last 80 years, is that we're not a ‘one-year' company-our goals are long-term. We have a base of three generations of leadership and are looking forward to continued family stewardship of the company."
Universal reports that Furious 7 tagged on another $2.92 million yesterday, easily holding onto first place. The blockbuster sequel's 13-day tally stands at $262.4 million, in line with where The Hunger Games stood at the same point in its release.
The Longest Ride took second place with $0.805 million yesterday, giving it $15.84 million through six days of release. That puts it 29 percent ahead of where fellow Nicholas Sparks adaptation The Best of Me stood at the same point.
In third, DreamWorks' Home took in $0.72 million. The hit release from Fox has taken in $131.6 million to date.
Get Hard came in fourth place with $0.61 million yesterday. The Will Ferrell-Kevin Hart comedy's total stands at $72.9 million.
Filling out the top five, Woman In Gold posted $0.57 million on Wednesday to give it $10.8 million in all so far. The film expands to 2,011 theaters this weekend.