For the first time since week one of 2010, there will be less than two openers this upcoming week as only Shutter Island debuts.
Shutter Island had a very impressive week on Twitter as it accounted for 3,594 tweets. It was no doubt helped by its Super Bowl Ad which was very well received. In terms of comparisons, The Wolfman got 1,429 tweets its week before release, Daybreakers got 1,733 and Legion got 1,223. It's difficult to tell how much of its buzz was chatter about its Super Bowl commercial as compared to organic growth of desire to see the film but regardless there is significant buzz. Thrillers generally see a ratio of ~1,000+ but the Scorsese name should help to draw an older audience. I'd expect a ratio here in the range of 600-700 at this early stage. Based on these tweets and ratio expectation it would seem as though it is set for $10 million+ on its first Friday.
Check back Monday night for analysis of the Monday tweet totals. 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.