Two new wide releases open this upcoming week at the Box Office: Death
At A Funeral and Kick Ass.
Death At A Funeral had 1,605 tweets on its lead-up frame last week. By comparison, Our Family Wedding had only 555 tweets on its week before release and Why Did I Get Married Too had 4,485. Married Too was actually very curious pre-release because it went on to pull in only 5,925 tweets on its week of release for a multiplier of less than 2 from the week before. The usual expansion is between 3 and 4 from the week before, so assuming a normal expansion here for Funeral we should be looking at ~5,000 tweets and a weekend in the region of $18-$20 million.
Kick Ass had 5,918 tweets last week in its lead-up week. A very solid number but it was no doubt inflated by its release in the UK a couple weeks ago and in quite a few other territories since. By comparison, Ninja Assassin had 2,249 tweets its week before release, and Hot Tub Time Machine had 3,049. Ninja Assassin should hit much of the same target audience and was a no-brain comparison, but I've included Hot Tub Time Machine because it also had a strong online push and should hit a similar young male audience. ~12,000 tweets should be in store and a weekend of around $28 million.
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.