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By Daniel Garris

Avengers: Age of Ultron continued to dominate the daily box office on Monday with a daily take of $13.23 million. In the process, the blockbuster superhero sequel from Disney and Marvel surpassed the $200 million mark on Monday. The film reached the milestone in four days; making it the second fastest film ever to reach the milestone (behind only 2012's Marvel's The Avengers). However, Avengers: Age of Ultron was down a sizable 74 percent from Sunday's performance. That is a concerning early sign given that The Avengers declined 67 percent to gross $18.89 million on its first Monday. The first Monday performance of Avengers: Age of Ultron was much closer to that of 2013's Iron Man 3, which fell 74 percent on its first Monday to gross $11.27 million. With a massive four-day start of $204.499 million, Avengers: Age of Ultron is running 10 percent behind the $226.34 million four-day take of The Avengers and 10 percent ahead of the $185.41 million four-day gross of Iron Man 3.

Lionsgate's The Age of Adaline placed in a distant second with $0.529 million. The romantic drama starring Blake Lively was down 65 percent from Sunday and down a solid 42 percent from last Monday. The Age of Adaline continues to perform on the high end of expectations with an eleven-day take of $23.91 million. That places the film a slim 1 percent behind the recent $24.21 million eleven-day start of The Longest Ride. The Age of Adaline will hope to hold up well this coming weekend thanks in part to the Mother's Day holiday.

Furious 7 followed closely behind in third place with $0.494 million. The seventh installment of Universal's blockbuster action franchise fell 74 percent from Sunday and a sharp 57 percent from last Monday. Furious 7 has grossed $331.56 million in 32 days, which places the film an extremely impressive 45 percent ahead of the $229.19 million 32-day take of 2013's Fast & Furious 6.

Sony's Paul Blart: Mall Cop 2 claimed fourth place with $0.301 million. The modestly budgeted Kevin James led comedy sequel declined 82 percent from Sunday and 51 percent from last Monday. Paul Blart: Mall Cop 2 has grossed $51.82 million in 18 days. The film continues to run in line with expectations and is running 14 percent behind the $60.48 million 18-day take of 2011's Zookeeper.

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amc-movio.pngAMC Theatres to leverage Movio Cinema, Movio's analytics and targeted marketing Software-as-a-Service solution, to connect film fans to relevant movies and theatres with personalized content

Leawood, Kan., and Auckland, New Zealand (May 5, 2015) - AMC Theatres (NYSE: AMC) and Movio today announced a multi-year partnership to ensure movies of all scope, size and budget are more effectively promoted to guests who are most likely to be interested. The partnership, which is scheduled for rollout in July, will help ensure movie enthusiasts can find relevant information about all films, including independent productions and foreign language films, in a way that's tailored to the specific guest based on their moviegoing habits and interests.

AMC will integrate data from its loyalty program, AMC Stubs, which captures information from 2.4 million households, and its active and loyal industry-leading social media following with Movio Cinema, Movio's analytics and targeted marketing Software-as-a-Service solution. The result will be relevant and personalized content, such as movie trailers, movie news, special promotions, opening date information and show times - all delivered across the guests' preferred communication channels, including email, mobile and social media.

A social media trail blazer in the exhibition industry, using various social media platforms to drive guest loyalty, AMC has more Facebook "likes", Twitter followers and YouTube subscribers than the other three major U.S, exhibition companies combined. AMC Movie News YouTube channel has had more than 200,000 views every day. Last fall, AMC launched AMCi Indie Spotlight, a YouTube show dedicated to discussion of independent movies.

The partnership will help AMC directly reach guests who are most interested in all films, in particular, smaller-budget and independent films. For example, a movie fan who visits AMC's YouTube channel to watch an independent film trailer can now receive a promotion for that independent movie when it begins showing at the local AMC theatre.

"Movie lovers want to see great movies, but some of the best movies can get lost in the shuffle," says Stephen Colanero, AMC Chief Marketing Officer. "As an exhibitor, we're just as happy having our theatres filled with guests watching three different independent movies on three different screens as we are with guests watching one blockbuster showing on all three screens.

Mr. Colanero adds: "AMC has built an industry-leading social media fan base and an industry-leading subscription-based loyalty program. This new partnership gives us the ability to use those tools to connect guests with the information and promotions they are most likely to love."

"Movio and AMC Theatres share a common vision in shaping the ultimate guest experience," says Movio Chief Executive Will Palmer. "Our immediate objective is to provide AMC guests with more personalized and relevant movie content across all digital and social platforms, including web, email, mobile, Facebook, Twitter and, YouTube. We can marry specific movie-related content to avid moviegoers based on their behavior and social actions, which will support AMC's goal of driving independent, foreign language film fans into the theatres."

Terms of the AMC-Movio agreement were not announced.

About AMC Theatres
AMC Theatres (AMC) is the guest experience leader with 347 locations and 4,972 screens in the United States. AMC has propelled theatrical industry innovation and continues today by delivering more comfort and convenience, enhanced food & beverage, greater engagement and loyalty, premium sight & sound, and targeted programming. AMC operates the most productive theatres in the country's top markets, including No. 1 market share in the top three markets (NY, LA, Chicago).
Website: www.amctheatres.com

About Movio
Movio is the global leader in marketing data analytics and campaign management software for cinema exhibitors, film distributors and studios. A company of Vista Group International Ltd (NZX:VGL, ASX:VGI), Movio's mission is to revolutionize the way the film industry interacts with moviegoers. Our flagship product, Movio Cinema holds comprehensive marketing data covering 21 percent of cinema screens worldwide (15,970 screens). Movio maintains real-time, authoritative data on the loyalty activity and transactions for many of the world's biggest cinema chains, and captures the behavior of 30 million moviegoers. Movio operates in North America, Latin America, Europe, Middle East, Australia, New Zealand, China, and South East Asia.
Website: www.movio.co
Twitter: @MovioHQ
LinkedIn: www.linkedin.com/company/movio

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PRESS RELEASE:

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STEVENAGE, UNITED KINGDOM, MAY 5TH 2015 - Harkness Screens the world's leading screen technology company and thought-leaders in on-screen brightness has launched its pioneering fourth tool in the Digital Screen App family; the Digital Screen Verifier.

A low-cost, highly accurate light meter, the Digital Screen Verifier is a unique utility for iPhones that allows cinema engineers and exhibitors to ensure that brightness levels in digital cinema are regular checked and maintained. Quick and easy to use, this relatively accurate low-cost light measurement tool allows brightness readings to be taken (in foot lamberts) using white test patterns from a digital cinema projector.

"The Digital Screen Verifier is something we've been working on for over two years, in fact it's origins date back to the early R&D work we carried out on the Digital Screen Modeller," says Richard Mitchell, Head of Global Marketing for Harkness Screens. "We wanted to be able to empower the cinema industry by providing a tool to measure light on screen and ensure presentation quality standards, in terms of brightness levels, were being maintained. In creating the Digital Screen Verifier, we believe we've been able to achieve this democratising the type of technology that would normally cost several thousand dollars for an extremely low cost," Mitchell adds.

The ground-breaking technology at the heart of the Digital Screen Verifier allows light readings to be taken accurately to within +/-1fL. Its unique functionality not only allows for light readings to be taken but also to be directly imported into Harkness' cloud-based Digital Screen Archiver tool in real-time to form a semi-automated entry-level solution for screen monitoring and auditorium maintenance.

"We're astonished at how accurate the tool is. Originally we'd envisaged the Verifier being able to take centre screen brightness readings only. Having conducted extensive fieldwork testing, we're confident that the Verifier can measure accurately at the edges of the screen making it possible to measure accurately based upon the SMPTE specification," says Mitchell. "The Verifier and Archiver tools combine beautifully to form a semi-automated screen monitoring solution and are set to become a very important part of our Curolux screen monitoring portfolio," he concludes.

The Digital Screen Verifier is available now via the Apple App Store priced $39.99 and is exclusively available for the iPhone 5, 5c, 5s, 6 and 6 plus. Further information can be found at www.harkness-screens.com/verifier

 

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PRESS RELEASE:

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Kortrijk, Belgium, 5 May 2015 - Digital cinema pioneer Barco announces that Nordisk Film Biografer, the leading developer, producer, distributor and exhibitor of films in the Nordic region, has chosen the Barco DP4K-60L laser projector to power the main premium large format (PLF) screen of its multiplex in the prestigious Field's shopping and entertainment center in Copenhagen, Denmark.
With over 115,000m² of shops, the Field's shopping center is the biggest in Denmark and one of the largest in the whole of Scandinavia. Located in the Ørestad district of Copenhagen, Field's will also be the home of Nordisk Film Biografer's new flagship multiplex cinema, set for a grand opening in August of this year.

Laser projection rises to the challenge

The nearly 1,500-seat cinema complex will offer Danish shoppers and movie aficionados a truly immersive cinematic experience. Together with system integrator dcinex, Nordisk Film Biografer has spared no pains in equipping each of the screens with the latest in digital cinema and audio technology. Its goal? To create the perfect moviegoing environment.

Featuring exceptional light levels, the theater's main PLF screen placed steep demands on projection performance. That's why dcinex proposed Barco's new, single-projector DP4K-60L laser projection system.

"The Barco DP4K-60L is the world's brightest cinema projector, featuring unprecedented 4K image quality and contrast ratios that result in laser-sharp 2D and 3D images," says Wim Buyens, Head of Entertainment at Barco. "What's more, the built-in Barco Alchemy Intelligent Cinema Media Processor combines media server, cinema processing, storage and security functions in a single, on-board module. The module is the first on the market to enable the projection of 4K content at 60 fps and show 3D movies in full 4K resolution with only one projector."

Film fans at heart

In the coming weeks, dcinex technicians, supported by Barco, will set up camp at Field's to take care of the installation. Assuming everything goes according to plan, Nordisk Film Biografer plans to open the doors to its new multiplex cinema in August. Lars Jørgensen, Executive Country Manager at Nordisk Film Biografer, is eagerly looking forward to this: "This partnership is founded on a shared love for cinema. With the help of dcinex and Barco, we are creating a unique, state-of-the-art theater. By building on innovative technology such as Barco's laser-illuminated projection, we are bound to raise the bar in cinematic experience throughout the region."

 

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By Daniel Garris

Disney's Avengers: Age of Ultron debuted with a massive $191.27 million this weekend. While that represented the second largest opening weekend performance of all-time, it also represented a notably softer debut than had been widely expected for the film (especially after its relatively strong Thursday night launch). Instead of surpassing the $207.44 million debut of 2012's Marvel's The Avengers, Avengers: Age of Ultron had to settle for opening in between The Avengers and the $174.14 million debut of 2013's Iron Man 3. Avengers: Age of Ultron opened 8 percent below The Avengers and 10 percent ahead of Iron Man 3.

That Avengers: Age of Ultron is on course to ultimately gross less domestically than The Avengers isn't a surprise. But its opening weekend performance being softer than that of its predecessor is a surprise, in part from the fact that Avengers: Age of Ultron will in all likelihood be more front-loaded than The Avengers was, perhaps significantly so.

It should be mentioned that Saturday's performance appears to have taken a clear hit from the much hyped about and long awaited Mayweather vs. Pacquiao boxing match. Game 7 of the Los Angeles Clippers vs San Antonio Spurs NBA Playoffs series and the Kentucky Derby likely also helped take a toll on Saturday's performance as well.

Avengers: Age of Ultron took in $84.42 million on Friday (which included an estimated $27.6 million from Thursday evening shows), declined a very sharp 33 percent on Saturday to gross $56.53 million and fell just 11 percent on Sunday to gross $50.32 million. That placed the film's opening weekend to Friday ratio at 2.27 to 1. That is significantly more front-loaded than the 2.57 to 1 ratio of The Avengers and the 2.53 to 1 ratio of Iron Man 3.

In addition to Saturday's performance being affected by the mentioned sporting events, the early front-loading for Avengers: Age of Ultron suggests that die-hard fans of the Marvel Cinematic Universe were much more excited about the film than more casual fans of the series were. It is quite possible that Furious 7 having gone over so well with moviegoers in April helped downplay anticipation a bit for Avengers: Age of Ultron with more casual fans (similarly, that appeared to happen this weekend last year when potential for The Amazing Spider-Man 2 was softened a bit by the strong audience reaction to Captain America: The Winter Soldier.)

There is hope that Avengers: Age of Ultron could rebound from its early front-loading going forward, thanks in part to a strong initial audience reaction of its own. Avengers: Age of Ultron received an A rating on CinemaScore and its early audience score among Rotten Tomatoes users stands at a very strong 90 percent. On the other hand, Avengers: Age of Ultron will face tougher initial competition throughout May than The Avengers did back in 2012, at least on paper, from the combination of Universal's Pitch Perfect 2, Warner's Max Max: Fury Road, fellow Disney release Tomorrowland and to a lesser extent from Fox's Poltergeist and Warner's Hot Pursuit.

The audience breakdown for Avengers: Age of Ultron skewed towards male moviegoers (59 percent) and towards moviegoers over the age of 25 (59 percent). Family audiences represented 22 percent of the film's overall audience.  Teenage moviegoers represented 12 percent of the film's overall audience, which represented a significant drop-off compared to The Avengers (when teens represented 21 percent of the opening weekend audience). 

Moving past the absolute market dominance of Avengers: Age of Ultron this weekend, it was a close three-way race for second place between Universal's Furious 7, Lionsgate's The Age of Adaline and Sony's Paul Blart: Mall Cop 2.

After leading the box office for each of the past four weekends, Furious 7 fell to second place this weekend with $6.64 million. The seventh installment of Universal's blockbuster action franchise was down a very sharp 63 percent, which was understandable given the debut of Avengers: Age of Ultron and that Saturday's sports events took a toll on the marketplace in general. Furious 7 has grossed $331.07 million through 31 days of release. That places the film an extremely impressive 45 percent ahead of the $228.62 million 31-day take of 2013's Fast & Furious 6.

The Age of Adaline placed in third $6.20 million. While the romantic drama starring Blake Lively was down a significant 53 percent from last weekend's debut, it also experienced one of the weekend's stronger percentage holds among wide releases. The Age of Adaline has grossed $23.38 million in ten days. That is on the high end of expectations and places the film just below the recent $23.68 million ten-day start of The Longest Ride. With aid from Mother's Day next weekend, The Age of Adaline should experience a stronger third weekend hold than The Longest Ride did.

Paul Blart: Mall Cop 2 claimed fourth place with $5.88 million. The modestly budgeted Kevin James led comedy sequel fell a sharp 60 percent from last weekend. Paul Blart: Mall Cop 2 has grossed $51.52 million in 17 days. The film continues to run in line with expectations and is running 13 percent behind the $59.21 million 17-day take of 2011's Zookeeper.

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