Edge of Darkness opened to a solid, yet
underwhelming $5.65 million on Friday, somewhat below my predicted $8.5
million. Its weekend ratio came in at 725 which was above what I had
envisioned, but still within the range of some of the comparisons drawn
this week (Surrogates had a 609 ratio, and Men Who Stare At Goats had 706). I thought it would have performed much more like Law Abiding Citizen and Armored (they both had a 431 ratio) but in retrospect its slowdown from Wednesday to Thursday was not a great sign for the genre.
When In Rome came in with a solid $4.375 million Friday. This was slightly below my predicted $3.5 million. Its ratio of 451 was actually right in line with Leap Year's 423 but I had thought it would have skewed quite a bit younger, but as it turns out they were quite similar, at least according to Twitter.
Check back tomorrow for a preview of the upcoming weekend's wide release films: Dear John, and From Paris With Love.
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.