Shutter Island had a mammoth Friday with $14.1 million from its 2,991 theatres. It romped all over last week's big openers and once again proved DiCaprio's box office draw. That coupled with its excellent marketing campaign gave it a high level of buzz which helped to bring in the people opening night from a wide range of demos. This opening figure gave it an impressive ratio of 941. This was right in line with my estimate of a 1,000 ratio and $12 million for its Friday. It appears to be on course for a $38 million weekend.
Check back tomorrow for a preview of the upcoming weekend's wide release films: Cop Out and The Crazies. 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.