Total tweets for January 29th Openers
Percy Jackson and the Olympians: The Lightning Thief completed its dominance of Twitter this week by raking in 7,654 tweets
on Thursday. This gave it 19,722 tweets for the full Monday to Thursday
period. That's the fourth most tweets in a film's release week since
last September behind New Moon, Avatar and Where The Wild Things Are. Wild Things managed to score 8,290 tweets on its Thursday before release, and
20,684 for the whole week. It had $12 million in sales from 3,735
theaters for its first Friday for a Twitter ratio of 1,724. Percy Jackson's
ratio should definitely be higher due to its lower theater count, a
noticably larger amount of spam and a few RTs (retweets) which caught
on during the week. I'm going to slightly up my early weekend
prediction and will be expecting a $8 million Friday and $32.5 million
4 day weekend.
Valentine's Day had 4,498 tweets on Thursday, up from Wednesday's 3,267. That gave it 13,441 tweets for the full Monday to Thursday period. By comparison, Dear John had 4,124 tweets on its Thursday before release, and 12,194 for the whole week. It grossed $13.8 million from 2,969 theaters for its first Friday for a Twitter ratio of 884. Similar to Percy Jackson spam levels are higher than usual here because of all the attention the film is getting and there are a higher amount of false positives than usual thanks to its very generic name. All of this will drive its ratio way higher than it might have been in a perfect world. Look for a $11 million Friday and $48 million 4 day weekend.
Lastly, The Wolfman finished the week with 2,397 tweets on Thursday. That gave it a very solid 6,603 tweets for the week. I had been using Sherlock Holmes as a yardstick for potential here but the holiday season really pushed its ratio way lower than it would have been at any other time of the year so it really isn't valid or useful. What is certain is that the older audience, less tweet spam and a much more specific name (than Valentine's Day at least) should definitely afford it the lowest ratio of the week and only to break the 1,000 mark. Expect a $7 million Friday and a $31 million 4 day weekend.
Check back Saturday to see Friday's numbers and the actual Twitter ratios for the weekend and follow @AlexBOXOFFICE on Twitter for additional updates.
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.