Total tweets for January 22nd Openers
Edge of Darkness had 545 tweets reference it yesterday on Twitter, a very solid start to the week. In terms of comparison, Law Abiding Citizen had 623 tweets on its Monday before release, Surrogates had 452, and Armored had 173. Overall this is a very solid opening day count, and given a standard week trajectory it could be looking at ~3,000 tweets for the week. Assuming a ratio in the region of ~450 it looks to be on course for a ~$7 million opening day. I'll insert my usual disclaimer of it being early days, but based on Monday it definitely looks good.
When In Rome started slowly on Monday as it managed an underwhelming 272 tweets. Like I said in my preview column yesterday I don't think there has been a good comparison for this film in the last few months since I've been following Tweets closely but for giggles lets look at some of the older skewing romantic comedies that have opened: Love Happens had 177 tweets on its Monday before release, Everybody's Fine had 93, and Did You Hear About the Morgans? had 159. I had thought that Rome would have appealed to a much younger audience in general than the above comparisons but perhaps its closer than I had realized. In addition, due to its generic(ish) name I had to use a search filter ("When in Rome" movie OR poster OR trailer OR screening OR josh OR kristin OR bell OR see
) which will no doubt exclude some relevant tweets. At any rate, we are looking at about ~2,000 tweets for the week at this pace which is very low all things considered. Check back tomorrow to see if it picks up and has a greater explosion during the week than average, but as of now a $3 million Friday and high single digit weekend seems to be on the cards at best.
Check back tomorrow to see the Tuesday numbers and more comparisons.
Twitter tracking history. (For 2009's ratio history please check here.)
The ratio is the number of tweets per $1 million of Friday Box Office gross. A film with 1,000 tweets and a $10 million Friday would therefore have a ratio of 100. In general, films that appeal to very young or older audiences have lower ratios since those audiences are not big users of Twitter. By comparison, films that appeal to younger audiences (18-35) have much higher ratios since those audiences are much more active users of Twitter.