By Phil Contrino and Alex Edghill
BoxOffice.com continues our weekly Facebook/Twitter Report Card by taking a closer look at four new films: Cloudy with a Chance of Meatballs 2, Rush, Don Jon and Baggage Claim.
FACEBOOK/TWITTER REPORT CARD (9/26/13 Edition)
Cloudy with a Chance of Meatballs 2
Facebook Grade: B-
We're satisfied with the brand growth that Cloudy with a Chance of Meatballs 2 has delivered over the last couple of months. Sony's animated property is rapidly heading for a total of 1.2 million likes, and a surge is likely after it opens on Friday. While that doesn't come close to the nearly 9.4 million likes that the Despicable Me page boasted when the second installment hit theaters, we are confident that the Cloudy franchise has plenty of potential.
Twitter Grade: B
Cloudy 2 is posting roughly double the tweets of Hotel Transylvania--another Sony animated flick that opened successfully in September--at the same point in the release cycle. Unfortunately, Cloudy 2's tweet counts are about a sixth of what Despicable Me 2 managed. We aren't going to fault Cloudy 2 for not being as popular as Despicable Me 2 since the tweet counts still show plenty of promise.
Facebook Grade: A-
Rush has added a decent amount of likes--around 15,000--since opening in a handful of theaters last Friday. The racing drama's total is headed for 400,000, which is actually very impressive for an adult-skewing drama that isn't part of an established franchise. It looks like star Chris Hemsworth's popularity is spurring Avengers fans to pursue his other projects.
Twitter Grade: A-
In terms of tweet counts, Rush compares favorably to Moneyball and Trouble with the Curve, two recent sports dramas that opened in September. We see the general enthusiasm on Twitter as a sign of the film's global strength. Look for Rush to post very healthy grosses in the United Kingdom and other crucial European countries.
Facebook Grade: C+
We expected a bit more from Don Jon on Facebook. The fact that the romantic comedy is only up to 170K+ likes is a bit underwhelming. The one-two punch of Joseph Gordon-Levitt and Scarleett Johansson should have helped generate more pre-release interest.
Twitter Grade: B+
Don Jon's tweet count is currently outpacing Premium Rush and 50/50--two recent Joseph Gordon-Levitt vehicles--by nearly three times as much. That's a clear sign that JGL's fanbase is growing on Twitter. We expect a nice surge after the film opens.
Facebook Grade: D
Baggage Claim's total like count has yet to hit 100K, and it's pacing behind 2011's Jumping the Broom by at least 90K at the same point in the release cycle. This is not a good start for a film that already faces a very competitive market.
Twitter Grade: C+
Baggage Claim is about even with Jumping the Broom's tweet count. Considering how much Twitter has grown since 2011, that's not really an accomplishment.