Shutter Island eclipsed the 5,000 tweet
mark yesterday with 5,340 which gave it 13,272 tweets for the full
week. That's the seventh most tweets in a film's release week (not
including Wednesday openers or expanding limited) since last September
behind New Moon, Avatar, Where The Wild Things Are, Percy Jackson, 2012 and Valentine's Day.
Tough to find a valid comparison here due to the buzz this is carrying
and its combination of appeal to many sectors. The general rule of
thumb for horrors/thrillers has been a 1,000 ratio, and while I expect
this to play older than many in the genre we have seen its unique name
really helps to catch all tweets, both good and bad. Add in the fact
that it is the only opener this week and that buzz snowballs on Twitter
it should drive its ratio back up to the 1,000+ mark. I'm going to go
ahead and stick to my earlier estimate of $12 million for Friday and
$35 million for the three 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.