Tweet counts and analysis for Monday August 25th

'As Above/So Below' leads weak new frame

on August 26, 2014
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By Alex Edghill

Monday Morning Update: As Above/So Below started its release week with 3,657 tweets and 514,539 likes. It should be filling seats with the usual horror crew which means big social media numbers are normal. By comparison, Deliver Us From Evil had 3,970 tweets and 310,171 likes four days before its release (it was a Wednesday opener so that was a Saturday), while The Quiet Ones had 1,482 tweets and 165,556 likes. The holy grail for all horror distributors is to have a super cheap micro-budgeted film explode and rake in 20 or 30 times its budget in the first week. Though I don't have the numbers to back it up at my fingertips I'd be willing to bet that this type of profitability occurs most in the horror genre. However, one thing is ubiquitous across moderate to huge successes and that is that the online buzz needs to be massive. Looking back at Paranormal Activity, The Conjuring, Insidious 2, Sinister and countless others in the pantheon that rings true. As Above/So Below has gotten off to a decent start (moreso on Facebook than Twitter) but really anything more than high single digits to low double digits is very doubtful at these levels. Still, that might be enough to turn a profit for the micro-budgeted pic which would give Legendary a win for its first low budget entry into the market.

November Man showed its age on Monday as it landed way down the list with a paltry 768 tweets despite having a unique name for clean and clear tracking. Its Facebook numbers were marginally better (kid of) with 106,007 likes. It is true that Brosnan fans will be long in tooth so social media numbers would be muted but the genre should offer a slight boost (over say a drama) and the fact that Monday was actually only two days before release means that this is one of the lowest day totals so far on the year. Needless to say I don't have high hopes for the film. By comparison, Three Days To Kill had 1,296 tweets and 78,489 likes two days before its release back in February. This one might be lucky to see $10 million by the end of the weekend.

Twitter Top 15 Movies for Monday August 25th

Rk Film Sun Mon Sun-Mon %
1 (-) If I Stay 76,097 32,256 -57.61%
2 (-) Guardians of the Galaxy 25,599 20,848 -18.56%
3 (+19) No Good Deed (2014) 1,521 6,631 335.96%
4 (+1) Mardaani 6,316 5,661 -10.37%
5 (-1) The Maze Runner 7,664 5,481 -28.48%
6 (+2) Maleficent 4,678 5,354 14.45%
7 (+4) The Expendables 3 3,913 4,917 25.66%
8 (-1) The Hunger Games: Mockingjay Part 1 5,081 4,662 -8.25%
9 (+15) Addicted 1,314 4,370 232.57%
10 (+7) 22 Jump Street 2,664 3,927 47.41%
11 (+4) As Above/So Below 3,028 3,657 20.77%
12 (-) Transformers: Age of Extinction 3,725 3,304 -11.30%
13 (-3) Frank Miller's Sin City: A Dame To Kill For 4,114 3,260 -20.76%
14 (+2) Teenage Mutant Ninja Turtles (2014) 2,814 3,211 14.11%
15 (-6) Before I Go to Sleep 4,467 3,081 -31.03%
33 (+14) The November Man 363 768 111.57%

Please check the methodology page for information about our Twitter project or here for historic data.

Tags: social-media-trends, The November Man, As Above/So Below
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