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By Alex Edghill

Straight Outta Compton led all 100+ upcoming wide release films on Facebook we track this past week with a very strong increase of 237,034 likes , almost three times its total like tally from last week. The main source of this movement was its first full trailer which dropped last week and brought the film to the attention of a lot more people. Fifty Shades Of Grey got 600k new likes over the past week with it being plastered across every entertainment headline and generating almost $100 million over its first 4 days. Of course not really a fair comparison since Grey already had over 8 million likes but still - this trailer brought a lot of new faces to the offering, and with over 350k likes 6 months from release for a new title this has a shot at 1 million: Compton is going to deliver huge in August with this type of response.

Second spot was taken by Pitch Perfect 2 with 121,273 new likes, again owing its bump to a new trailer. This isn't as big as the bump it received for trailer #1 (over 300k new likes) but hard to argue with a film franchise that has over 4.5 million likes for two films and a sub $100 million budget for both combined. Not often that is achieved unless something is in the horror genre. The Bellas are once again turning heads just like their first installment, they are most definitely not one-hit wonders.

Hot Tub Time Machine 2 made its highest appearance on the weekly new like list with 100,082 new fans. This was thanks to its ramped up pre-release marketing in general but also its NSFW music video - "You're A F&^*#$% Nerd" (no I'm not making that up) was a big hit on the interwebs. Creative marketing methods have a history of being well rewarded on social media and this is just the latest example. The first film tried its best to become a breakout success, and while social media embraced it it didn't perform as big at the box office as many might have hoped ($50 million domestically). It still secured enough profit to ensure a sequel where they hope fine-tuning their marketing efforts will actually allow it to hit paydirt. It opens this weekend.

Furious 7 and The DUFF round out the top 5 with 66,944 and 65,680 new likes respectively. Furious 7 is generally a lock for 50k new likes a week so this is hardly surprising, but this is the first time The DUFF has been anywhere near the top 5 since its Facebook page popped up. Marketing is stepping up for the film which is released this Friday, though I can't help but think that a film appealing to Twitter power users (teen girls) having only 233k total likes the week of its release is not going to turn too many heads on its opening. This one might be lucky to hit $6 million by Sunday.

Facebook Top 15 Movies by Like Increase for the last week Ending Sunday February 15th

Rank Release Movie Likes Previous Change % Change
1 08/14/15 Straight Outta Compton 358,980 121,946 237,034 194.38%
2 05/15/15 Pitch Perfect 2 4,596,538 4,475,265 121,273 2.71%
3 02/20/15 Hot Tub Time Machine 2 986,439 886,357 100,082 11.29%
4 04/03/15 Furious 7 54,841,186 54,774,242 66,944 0.12%
5 02/20/15 The DUFF 233,991 168,311 65,680 39.02%

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LOS ANGELES -- Fandango, the nation's leading moviegoer destination, announced today that it sold 29% of the three-day opening weekend ticket sales for "Fifty Shades of Grey," marking the largest share of weekend sales for any movie in Fandango's 15-year history.

The records set by "Fifty Shades of Grey" on Fandango include:
The most tickets sold on Valentine's Day;
Top-selling R-rated movie debut on Fandango (from a film's pre-sales through its opening weekend);
Largest percentage of mobile tickets sold on a single day (65% of Fandango tickets on Saturday were sold on mobile devices).

Fandango's 29% share of all domestic ticket sales for "Fifty Shades of Grey" -- which took in a projected three-day domestic box office of $85 million -- breaks the previous record held by "The Hunger Games" in 2012, when Fandango sold 22% of that film's domestic opening weekend.

"Fandango played an important role in helping moviegoers see ‘Fifty Shades' on the big screen this weekend," said Fandango President Paul Yanover, "and a strong slate of diverse movies for different audiences. Fandango's record box office share demonstrates that online and mobile ticketing is becoming a habit and a welcome convenience for consumers wanting to plan the perfect movie night."

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Fifty Shades of Grey scored the biggest overseas opening weekend of 2015 with $158 million from 9,637 locations in 58 territories. The strong performance overseas gives the film an opening weekend of $239.7 million worldwide. Saturday brought in $55.1 million overseas alone, Universal's biggest single day gross outside of North America. Universal's previous single-day record holder overseas was Fast & Furious 6 with a $46.2 million tally. Fifty Shades of Grey fell just shy of hitting Universal's biggest ever overseas weekend; Fast & Furious 6 still holds the title with $160.3 million.

Fifty Shades did score major records in individual territories. Argentina, Czech Republic, Hungary, Italy, Latvia, Lithuania, Poland, Slovakia, Slovenia, Ukraine and Uruguay are all reporting the film reigstered the biggest opening weekend of all time across their respective markets. The film is claiming the biggest opening weekend record across a total of 30 territories.

Individual market highlights include:

United Kingdom - #1 with $21.1M at 586 locations. Biggest opening weekend of all time for Universal. Biggest February opening of all time.

France - #1 with $12M at 785 locations. Biggest opening weekend of all time for Universal.

Germany - #1 with $15.2M at 741 locations. Biggest February opening of all time.

Italy - #1 with $9.1M at 530 locations. Biggest opening weekend of all time for Universal.

Russia - #1 with $10.5M at 1,105 locations. Biggest opening weekend of all time for Universal.

Spain - #1 with $7.9M at 398 locations. Biggest February opening of all time.

Argentina - #1 with $3.8M at 162 locations. Biggest opening weekend of all time.

Brazil - #1 with $8.9M at 550 locations. Biggest Universal opening weekend of all time.

Mexico - #1 with $8.1M at 667 locations.

Australia - #1 with $8.6M at 277 locations. Biggest February opening weekend of all time.

New Zealand - #1 with $1.1M at 90 locations. Biggest February opening weekend of all time.

Philippines - #1 with $2.2M at 85 locations.

Kingsman: The Secret Service brought in $23.1 million from 4,859 screens in 38 markets. Strong starts in South Korea ($5.4M) and Russia ($3.6M) and solid holds in the UK ($2.4M, -28%) and Australia ($2.4M, -28%) are the weekend's bright spots as the film reaches $43.8 million outside of North America. Kingsman has grossed $79.4 million globally. The film expands to 24 additional markets next weekend.

Jupiter Ascending grossed $15.6 million from 8,195 screens in 65 markets. The sci-fi epic has now grossed $58.9 million overseas and $91.4 million worldwide. Russia took $1.8 million from 1,704 screens in its latest frame, taking the market total to $7.5 million. Other top market cumes include France ($4.7M), UK ($4.2M), Germany ($3.5M), Brazil ($3.5M), and Mexico ($3.2M).

The Spongebob Movie: Sponge Out of Water soaked up $13.5 million from 4,206 locations in 29 territories. Russia enjoyed a #2 debut with $3.1 million at 900 sites. The film has grossed a total of $46.3 million overseas. The latest Spongebob movie has grossed $139.9 million worldwide with more key markets --including France, South Korea, Germany, Italy, the UK, and Australia-- left on its schedule.

Big Hero 6 crossed the $300 million mark overseas and is now the third highest-grossing Disney Animation title of all-time, behind The Lion King and Frozen. The film opened in France this weekend to $3.1 million (including previews) and brought in a total of $9.2 million from 32 territories. Big Hero 6 has grossed a total of $301.8 million overseas and $521.1 million worldwide. Japan leads all overseas markets with a $70.2 million cume, followed by Russia ($20.2M), South Korea ($17.9M), Australia ($17.2M), and Mexico ($17M).

Taken 3 collected $7.1 million from 3,473 screens in 50 markets. Italy opened to $952k as the film hit $192 million overseas. Taken 3 has grossed $278.8 million worldwide and has the potential to cross the $300 million mark with a March 20 release in China.

Night at the Museum: Secret of the Tomb earned $6.7 million from 1,985 screens in 23 markets. The final installment in the franchise is now up to $223 million overseas and $334 million worldwide.

Penguins of Madagascar grossed $4.1 million from 1,259 screens in 21 markets. Venezuela opened to $1.5 million while Taiwan took a $471k debut. The animated film has grossed $267 million overseas and $349.3 million globally.

The Hobbit: The Battle of the Five Armies took $3.9 million from 1,922 screens in 20 markets, bringing the overseas cume to $697 million. The film is now the highest grossing WB title of all time in China with $122.1 million. Other top market totals include Germany ($79.2M), UK ($64.2M), France ($45.9M), and Russia ($30.3M).

American Sniper crossed the $300 million mark in North America this weekend. The film is still grossing overseas and brought in $3.7 million from 1,540 screens in 31 markets over the weekend. The overseas total is now $85.7 million with upcoming releases in France (February 18), Brazil and Mexico (February 19), Spain (February 20), Japan (February 21), and Germany (February 26). Top overseas markets include Italy ($22.9M), UK ($18.2M), Australia ($13.1M), Taiwan ($4.1M), and South Korea ($2.6M). American Sniper has grossed $389.8 million worldwide.

The Theory of Everything made $3.4 million from 41 territories, taking its overseas cume up to $65.1 million. The biopic has grossed a total of $98.5 million worldwide.

Birdman brought in $2.5 million from 1,350 screens in 39 markets. The film's overseas cume is up to $35.7 million with an additional 12 markets left on its schedule. Birdman has grossed $72.1 million worldwide.

 

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Monday Update: Universal's Fifty Shades of Grey lived up to the hype at the box office this weekend with an estimated four day-day holiday start of $94.4 million. The highly anticipated erotic romantic drama opened in line with its massive (and wide-ranging) pre-release expectations, which had surged in the weeks leading up to the film's release due in part to extremely strong pre-sales. Fifty Shades of Grey seized control of the record for the largest four-day Presidents Day weekend debut of all time; as it outpaced the $63.14 million four-day start of 2010's Valentine's Day by a very impressive 49.5 percent.

With the film's revised three-day estimate now standing at $85.04 million, Fifty Shades of Grey also claimed the largest opening weekend ever for the month of February (without adjusting for ticket price inflation). The previous record holder was 2004's The Passion of the Christ, which opened with $83.85 million back in 2004. Fifty Shades of Grey also claimed the fourth largest R-rated three-day opening weekend of all-time (behind only 2003's The Matrix Reloaded, last month's debut of American Sniper and 2011's The Hangover Part II).

The four-day to three-day ratio for Fifty Shades of Grey stands at 1.11 to 1. It is possible that Fifty Shades of Grey may be quite front-loaded going forward, due in part to the opening weekend rush out of the film's pre-existing fanbase. The film's lackluster C+ CinemaScore rating and poor critical reviews aren't promising early signs either when it comes to long term holding power. The audience breakdown for Fifty Shades of Grey skewed heavily towards female moviegoers (68 percent) and towards moviegoers over the age of 25 (58 percent).

Fox's Kingsman: The Secret Service was off to a nice start of its own this weekend with an estimated second place four-day take of $42.0 million. The Matthew Vaughn directed graphic novel adaptation starring Colin Firth exceeded expectations and likely received an added boost from serving as counter-programming for audiences not interested in Fifty Shades of Grey this weekend. Without adjusting for ticket price inflation, Kingsman claimed the seventh largest four-day Presidents Day weekend debut ever. Kingsman opened a very impressive 96 percent stronger than the $21.39 million four-day start of 2010's Kick-Ass.

The revised three-day estimate for Kingsman: The Secret Service stands at $36.23 million. That gives the film a four-day to three-day ratio of 1.16 to 1. Kingsman received a solid B+ rating on CinemaScore.

After last weekend's stronger than expected debut, Paramount's The SpongeBob Movie: Sponge Out of Water fell two spots and 28 percent to claim third place over the four-day frame with an estimated $40.0 million. While The SpongeBob Movie experienced a significant second weekend decline for a family film over Presidents Day weekend, the film still continues to exceed expectations in a big way thanks to getting off to such a strong start last weekend. The SpongeBob Movie: Sponge Out of Water is set to surpass the $100 million mark on Monday and has grossed $103.13 million through eleven days of release. The revised three-day estimate for The SpongeBob Movie is $31.68 million.

Warner's American Sniper placed in fourth with an estimated four-day take of $19.46 million. In the process the Clint Eastwood directed blockbuster starring Bradley Cooper surpassed the $300 million mark this weekend; making it just the third release of 2014 to do so. American Sniper was down a healthy 16 percent from last weekend, as the film continues to hold up well. The film has grossed a massive $307.16 million after 32 days of wide release and remains on course to become the highest grossing release of 2014. The revised 3-day estimate for American Sniper is $16.53 million.

Fellow Warner Bros. release Jupiter Ascending rounded out the weekend's top five with an estimated $10.68 million over the holiday frame. The expensive 3D sci-fi film from The Wachowskis starring Channing Tatum and Mila Kunis was down a sizable 42 percent from last weekend. Jupiter Ascending has grossed $33.80 million in eleven days, which is very disappointing with the film's price tag in mind. The film is currently running 9 percent ahead of the $30.95 million eleven-day take of 2008's Speed Racer. The revised 3-day estimate for Jupiter Ascending stands at $9.24 million.

Sunday Update: Universal's Fifty Shades of Grey lived up to the hype at the box office this weekend with an estimated three-day start of $81.7 million. The highly anticipated erotic romantic drama opened in line with its massive (and wide-ranging) pre-release expectations, which had surged in the weeks leading up to the film's release due in part to extremely strong pre-sales. Fifty Shades of Grey seized control of the record for the largest three-day Presidents Day weekend debut of all time; as it outpaced the $56.26 million three-day start of 2010's Valentine's Day by a very impressive 45 percent. Without adjusting for ticket price inflation, Fifty Shades of Grey claimed the second largest opening weekend ever for the month of February, as it placed just behind the $83.85 million opening weekend performance of 2004's The Passion of the Christ. Fifty Shades of Grey also claimed the fifth largest R-rated opening weekend of all-time (behind only 2003's The Matrix Reloaded, last month's debut of American Sniper, 2011's The Hangover Part II and The Passion of the Christ). Universal's current four-day estimate for Fifty Shades of Grey is $90.7 million.

Fifty Shades of Grey opened with $30.3 million on Friday (which included an estimated $8.6 million from Thursday night shows), experienced a healthy 21 percent Valentine's Day boost on Saturday to take in $36.7 million and is estimated to decline 60 percent on Sunday to gross $14.7 million. That gives the film an estimated opening weekend to Friday ratio of 2.70 to 1. It is possible that Fifty Shades of Grey may be quite front-loaded going forward, due in part to the opening weekend rush out of the film's pre-existing fanbase. The film's lackluster C+ CinemaScore rating and poor critical reviews aren't promising early signs either when it comes to long term holding power.

The audience breakdown for Fifty Shades of Grey skewed heavily towards female moviegoers (68 percent) and towards moviegoers over the age of 25 (58 percent). The film grossed $2.1 million over the four-day frame from its limited IMAX run in 85 locations, which was announced fairly last minute.

Fox's Kingsman: The Secret Service was off to a nice start of its own this weekend with an estimated second place take of $35.6 million over the three-day frame. The Matthew Vaughn directed graphic novel adaptation starring Colin Firth exceeded expectations and likely received an added boost from serving as counter-programming for audiences not interested in Fifty Shades of Grey this weekend. Without adjusting for ticket price inflation, Kingsman claimed the seventh largest three-day Presidents Day weekend debut ever. Kingsman opened a very impressive 79.5 percent stronger than the $19.83 million debut of 2010's Kick-Ass. BOXOFFICE is currently projecting a four-day start of $40.5 million for Kingsman.

Kingsman: The Secret Service opened with $10.5 million on Friday (which included an estimated $1.4 million from Thursday night shows), increased 47 percent on Saturday to gross $15.45 million and is estimated to decline 37.5 percent on Sunday to take in $9.65 million. That places the film's estimated opening weekend to Friday ratio at 3.39 to 1. Kingsman received a solid B+ rating on CinemaScore.

After last weekend's stronger than expected debut, Paramount's The SpongeBob Movie: Sponge Out of Water fell two spots and 45 percent to claim third place over the three-day frame with an estimated $30.54 million. While The SpongeBob Movie experienced a significant second weekend decline for a family film over Presidents Day weekend, the film still continues to exceed expectations in a big way thanks to getting off to such a strong start last weekend. The SpongeBob Movie: Sponge Out of Water has grossed $93.67 million through ten days of release and is set to surpass the $100 million mark on Monday. Paramount is currently estimating a four-day take of $37.6 million for The SpongeBob Movie.

Warner's American Sniper placed in fourth with an estimated $16.44 million. In the process the Clint Eastwood directed blockbuster starring Bradley Cooper surpassed the $300 million mark this weekend; making it just the third release of 2014 to do so. American Sniper was down a healthy 29 percent from last weekend, as the film continues to hold up well. Without adjusting for ticket price inflation, American Sniper claimed the eighth largest fifth weekend performance of all time. American Sniper has grossed a massive $304.13 million after 31 days of wide release and remains on course to become the highest grossing release of 2014. BOXOFFICE is currently estimated a four-day take of $19.0 million for American Sniper.

Fellow Warner Bros. release Jupiter Ascending rounded out the weekend's top five with an estimated $9.43 million. The expensive 3D sci-fi film from The Wachowskis starring Channing Tatum and Mila Kunis was down a sizable 49 percent from last weekend. Jupiter Ascending has grossed $32.55 million in ten days, which is very disappointing with the film's price tag in mind. The film is currently running 7.5 percent ahead of the $30.28 million ten-day take of 2008's Speed Racer (which fell 56 percent in its second weekend to gross $8.12 million). BOXOFFICE is currently estimating a $10.8 million take for Jupiter Ascending over the four-day frame.

Saturday Update: Universal reports that Fifty Shades of Grey bagged a whopping $30.2 million on opening day, including Thursday night's $8.6 million early start. Fifty Shades' first day take is the fourth highest ever for an R-rated film, only behind The Matrix Reloaded ($37.5 million), The Hangover Part II ($31.6 million), and American Sniper ($30.3 million). Yesterday also wasn't far behind the $36 million first day of the original Twilight considering that film opened over a standard non-holiday weekend. The adaptation has certainly lived up to and beyond expectations following record pre-sales, with a very busy Valentine's Day yet ahead of it on Saturday (as well the benefit of an extended weekend due to President's Day on Monday). BoxOffice is currently projecting $77 million for the 3-day frame and $87 million for the 4-day. Still, this film is in a very unique position, so comparisons are very slim at this point.

Fox's Kingsman: The Secret Service posted an impressive opening day all its own with $10.5 million. The well-reviewed graphic novel adaptation notably topped the $7.7 million opening day of Kick-Ass, which also was directed by Matthew Vaughn. Reviews are in the positive range at 70 percent on Rotten Tomatoes right now, while the site's audience word of mouth is markedly better with 89 percent so far. Kingsman is on pace to earn around $34 million for the 3-day weekend and $39 million over the 4-day.

The SpongeBob Movie: Sponge Out of Water was down 56 percent from opening day last week to $6.53 million yesterday, although it will certainly get a major boost from families and young audiences over the next three days. The sequel's domestic total is now $69.7 million. BoxOffice projects $32 million for the 3-day frame and $40.5 million for the 4-day.

American Sniper was off just 38 percent from last Friday to $3.81 million. The blockbuster biopic's total stands at $291.5 million as it heads toward $15.5 million and $17.8 million for the 3- and 4-day frames.

Filling out Friday's top five was Jupiter Ascending, down 68 percent from opening day last week to $2.0 million. With $25.1 million in the bank, look for $7.9 million and $9.2 million 3- and 4-day hauls.

Our top 10 4-day projections can be found below. Meanwhile, check BoxOffice on Sunday for official weekend estimates from the studios.

Top 10 Weekend Projections

1. Fifty Shades of Grey ($87 million 4-day)
2. The SpongeBob Movie: Sponge Out of Water ($40.5 million 4-day)
3. Kingsman: The Secret Service ($39.0 million 4-day)
4. American Sniper ($17.8 million 4-day)
5. Jupiter Ascending ($9.2 million 4-day)
6. Paddington ($4.9 million 4-day)
7. The Imitation Game ($4.6 million 4-day)
8. Seventh Son ($3.5 million 4-day)
9. The Wedding Ringer ($3.4 million 4-day)
10. Black or White ($3.0 million 4-day)

Friday Update #2: Sources tell BoxOffice that Fifty Shades of Grey should have no problem hitting $85 million during its first four days of release in North America after grabbing what looks to be $27 million on Friday. 

Kingsman is also doing very well. The action flick is on pace for at least $40 million during the holiday frame.

Check back tomorrow for updated projections and official studio estimates.

Friday Update #1: Universal reports this morning that Fifty Shades of Grey bagged an impressive $8.6 million from Thursday's opening night shows beginning at 8pm in 2,830 theaters. That figure represents the second-highest R-rated late night debut ever, trailing only The Hangover Part II ($10.4 million). Grey also claimed the best late night figure ever in February, while surpassing Fast & Furious 6's $6.5 million to become Universal's best preview gross in company history.

Also of note, Fifty Shades blew past Gone Girl's $1.3 million Thursday night debut last fall. Even though both films were highly anticipated book adaptations, Fifty Shades shares a portion of the Twilight audience segment given its origins in connection to the latter series -- hence the much stronger Thursday turnout than Gone Girl. Additionally, moviegoer curiosity appears to be a major driving force behind Grey considering its controversial aspects.

Despite the fan rush last night, Grey's audience will continue expanding throughout the next 48 hours based on MovieTickets.com's report that those pre-shows only accounted for 14.5 percent of advance sales as of Wednesday -- compared to Friday's 28.3 percent and Saturday's (Valentine's Day) 42.3 percent. BoxOffice previously broke down the full potential of what Fifty Shades could accomplish as it expands into 3,646 theaters this weekend.

Also opening this weekend is Fox's Kingsman: The Secret Service, which is poised to successfully counter-program based on positive early word of mouth and reviews. That flick took in $1.4 million last night, a solid start ahead of the long holiday frame.

Meanwhile, The SpongeBob Movie: Sponge Out of Water and American Sniper will remain forces to be reckoned with.

Stay tuned for further updates today and throughout what promises to be a record-breaking weekend at the box office.

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By Alex Edghill

Friday Morning Update: With Fifty Shades Of Grey already on its way to becoming a massive smash its time to focus on future releases and this past week The Divergent Series: Insurgent was tops with 84,531 tweets. The primary force for this surge was a new trailer which generated just under 42,000 tweets on Thursday. This was pretty hefty, especially considering that the trailer it aired during the Super Bowl pregame show didn't even crack 4,000 tweets. It was around this time before release that Divergent really began to shine and routinely generate 10,000 tweet+ days so it will be interesting to see how Insurgent stacks up. One good sign is that Divergent didn't crack 42,000 tweets in any single day until less than three weeks prior to its release, Insurgent is definitely running ahead in terms of awareness and buzz based on these numbers.

Finishing a close second on the week was Straight Outta Compton which also released a trailer (on Monday) that accounted for 37,155 tweets. While Insurgent's number was to be expected this was way bigger than I was anticipating and simply goes to show just how powerful and influential NWA's music was during the late 80s and early 90s.  This is already shaping up to be a late Summer powerhouse based on these numbers and could very well be a $25+ million opener if given the right marketing push. Considering that its price tag is under $25 million this should make its backers, including NWA founding members Dr. Dre and Ice Cube very happy indeed.

While it didn't air any new material, just the aftershocks from Magic Mike XXL's first trailer was enough to land it in the top 5 for the entire week with 74,353. It clearly did its job at generating interest amongst its target demographic and the fact that it could sustain a full seven days of 10,000+ tweets this far from release is a head-turner, huge blockbusters often don't have that type of focus. Mike is set to pick up right where the first left off in terms of potential earnings with a healthy tip for extra skin no doubt.

Pitch Perfect 2 released its second trailer on the week as well, peaking on Wednesday with 32,596 tweets. While this was a far cry from the first trailer's 87,105 tweets it was a healthy bump from the 11,359 tweets that its Super Bowl game 30 second spot generated. Pitch Perfect dominated Twitter on its release in 2012, part of the reason we at Box Office were high on its potential. Its sequel appears to be following down the same road and assuming a healthy bump in traffic since it is now an established property this should be one of the biggest tweet-getters on the year.

Lastly, the Poltergeist buzz from its trailer that dropped last Friday and vaulted it into the top 5 for my last column actually leaked into Saturday and was captured for this week as well. While it has quickly fallen back to earth this only further cements my sentiment from last column that this has the potential to stand out amongst the very crowded horror marketplace this Summer.

Twitter Top 10 Movies for the week of February 6th to February 12th

Date Movie Tweets Rank Change
3/20/15 The Divergent Series: Insurgent 84,531 1 (+13) 203.94%
8/14/15 Straight Outta Compton 81,583 2 (+23) 1156.28%
7/01/15 Magic Mike XXL 74,353 3 (-) -34.30%
5/15/15 Pitch Perfect 2 72,963 4 (+13) 179.61%
7/24/15 Poltergeist (2015) 67,206 5 (+5) 77.83%

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