By Alex Edghill
Friday Morning Update: Last week saw relatively few new wide release trailers, with the main top liners being The Divergent Series: Allegiant. Despite its lofty pedigree (and indeed that of its genre) the trailer didn't warrant even a 10k tweet day and since its release a week ago it has attracted a skimpy ~26k new likes on Facebook.
The first two installments of the series performed very similarly, raking in around $300 million internationally. While it was no Hunger Games it still turned a tidy profit and its two part finale (as has become customary for young adult adaptations) seemed to be assured of riches. Then the last two installments of Hunger Games spiralled downwards and were the worst performing entries in that series and the second installment of Maze Runner also underwhelming despite a big marketing push. With buzz being far from spectacular for Allegiant one can't help but wonder if the young-adult action genre is waning in its appeal, either that or suffering from over-saturation.
The best comparison here in terms of social media buzz would be the last film in the series Insurgent which opened in March of last year. Its last trailer before TV spots were made abundant dropped on February 10th 2015 and secured almost 42k tweets, with 30k new Facebook likes following in the week after. In other words its Twitter numbers were far superior while its Facebook numbers were roughly ~15% better than Allegiant.
I really have a hard time seeing this even making it to the same levels (~$50 million opening) of the two in the series given this downturn in both the demand for young-adult films by moviegoers and in its own buzz levels. Unless something changes dramatically here and the film secures rave reviews (not likely given the Rotten Tomato scores of the first two of 40% and 29% respectively) it might be lucky to have a $40 million opening.
Twitter Top 10 Movies for the week of January 22nd to January 28th
|8/05/16||Suicide Squad||130,867||2 (-1)||-75.75%|
|5/27/16||X-Men: Apocalypse||85,449||3 (-)||8.65%|
|3/25/16||Batman v Superman: Dawn of Justice||56,106||4 (+5)||73.83%|
|2/12/16||Zoolander 2||48,645||5 (-)||-6.30%|
|1/29/16||Kung Fu Panda 3||43,381||6 (+1)||7.63%|
|5/06/16||Captain America: Civil War||36,958||7 (-1)||-17.22%|
|3/18/16||The Divergent Series: Allegiant||21,074||9 (+11)||141.84%|
|6/03/16||Teenage Mutant Ninja Turtles: Out of the Shadows||18,543||10 (+9)||78.56%|
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