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By Alex Edghill

Friday Morning Update: So in its last week of eligibility for my Twitter Futures column (as it opens next Friday), Deadpool did what it has done so well in recent times: obliterate the competition. Punching in with 326,090 tweets, it easily bested fellow Valentine's Day opener Zoolander 2 which had 84,133. How does Deadpool's numbers stack up with other recent comic adaptations you might be wondering? Guardians Of The Galaxy had 153,414 tweets the same period before its release, Avengers: Age Of Ultron had 325,348 while Kingsman: The Secret Service had just 26,919. What is clear at this point is that the marketing for the film has done an excellent job at leveraging the built-in fanbase of Deadpool and used some very creative Deadpool-esque ways of generating buzz. Those clever tactics have been devoured readily by social media and plays perfectly into some of its core constructs. Namely, offering a quick laugh to generate interest. No other film in recent history, or really ever, has so effectively used memes and mashups to its advantage. Thinking about the Valentine's parody posters, Ryan Reynolds early tweets about the film, the carefully planned irreverent pictures like Deadpool on the toilet or by the fireplace. Whether the film is a huge success at the box office or not, the marketing for this film has built the brand up substantially which will lead to huge merchandising revenue rewards.

Certain films in the past greatly changed social media marketing. When I think back to the first Paranormal Activity, it introduced the whole idea of generating interest for the film by having people vote to see which cities it expanded to on future dates. Was a runaway success. Others include Inception which benefitted greatly from the buzz it received post-release on Twitter and Facebook to help give it some of the most impressive legs of a Summer blockbuster in this century. Unfriended tapped into an exceedingly popular application (Skype) and its usage amongst teens to create a horror frighteningly relatable to a large percentage of that particular target audience. Then we have Deadpool which has leveraged the brand of its main protagonist more effectively that ever by a combination of gorilla marketing and unconventional methods. Deadpool's trailer received loads of buzz yes, but I can think of 10+ other events which also generated substantial upticks in traffic before release. So hats off to those at Fox for their handling of the film, we are very high on its potential here at Box Office and our early predictions have it opening to $76 million over the holiday period.

Zoolander 2 also opens up next weekend and saw a nice increase last week to 84,133. Initially I wasn't so high on its potential but it has turned in strong returns over the last few weeks. Comparisons are tough for this but the best I can think of would be Anchorman 2 which had 55,808 tweets the same period before its release. We are predicting $25 million for it over the long weekend.

Last thing I wanted to mention was Me Before You which debuted its trailer this past week which helped it to move into the top 10 for the first time. Though it wasn't a huge trailer debut (16,498 tweets on Wednesday), considering the stars involved: Emilia Clarke and Sam Claffin, it has a strong chance of snowballing in buzz as its approach nears and has the potential to be this year's Paper Towns.

Date Movie Tweets Rank Change
2/12/16 Deadpool 326,090 1 (-) 17.96%
2/12/16 Zoolander 2 84,133 2 (+3) 72.95%
5/27/16 X-Men: Apocalypse 75,816 3 (-) -11.27%
8/05/16 Suicide Squad 56,330 4 (-2) -56.96%
7/15/16 Ghostbusters (2016) 37,889 5 (+9) 187.39%
6/03/16 Me Before You 35,597 6 (+11) 208.17%
3/25/16 Batman v Superman: Dawn of Justice 34,630 7 (-3) -38.28%
5/06/16 Captain America: Civil War 34,388 8 (-1) -6.95%
3/04/16 Zootopia 26,461 9 (-1) 1.53%
4/01/16 God's Not Dead 2 14,734 10 (+2) 2.35%

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

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jan29wknd.pngKung Fu Panda 3 handily led the field again on Wednesday with $1.4 million, bringing its six-day domestic tally up to $46.7 million. With healthy word of mouth and a strong lack of competition through February, we remain confident that the animated sequel will continue playing strongly for weeks to come.

The Revenant claimed second place yesterday with another $0.955 million. That gives the 12-time Oscar nominee a domestic total of $141.7 million so far as it continues to benefit from strong awards buzz and word of mouth.

Meanwhile, Star Wars: The Force Awakens rounded out the top three with $0.8 million yesterday. The all-time domestic record holder now stands at $898.3 million stateside as it continues rolling toward the $900 million threshold, which it will surpass on Friday.

Last but not least, The Finest Hours added $0.76 million yesterday in fourth place for a new six-day cume of $12.9 million. Fifty Shades of Black sat in tenth place with $0.3 million and a six-day total of $7.0 million.

 

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PRESS RELEASE

Ongoing growth and success have prompted the recent expansion of the Gold Medal executive team. In order to facilitate future development, the company has hired the following:

  • Curt Fisher as Vice President - Sales, U.S. and Canada
  • Mark Wallach as Vice President of Manufacturing
  • Craig Oaks as Vice President of Human Resources

Fisher joins Gold Medal with over 20 years of experience in the sales field. With a background in manufacturing and durable goods, his career history includes more than 13 years of progressive leadership roles with Whirlpool and Goodman Distribution. Most recently, he served as Vice President of Sales for Direct Buy, where he successfully led the corporate sales group. Enthusiastic about joining Gold Medal he shares, "What impresses me most about Gold Medal is the quality of relationships. There's a commitment to mutual success, which is empowering."

An expert in leading operations, Wallach has an impressive résumé of improving efficiency and productivity. Within his 24-year career, he served as Plant Manager at Pella Corporation, where he strengthened workflow processes and implemented strategies to maximize performance. In addition, as Director of Continuous Improvement with Sunrise Windows, he was responsible for the direction and execution of initiatives companywide that resulted in double digit productivity improvements. "With outstanding products and exceptional personnel, there is tremendous opportunity at Gold Medal. The company has a vision for the future and I look forward to contributing to the accomplishment of our goals," stated Wallach.

Oaks has spent his career building profound experience in managing human resources for such companies as Comair Airlines, Cornerstone Brands and Apex Supply Chain Technologies. Under his leadership, he has directed strategic planning, innovated processes and deployed effective employee relations programs. Oaks fills the position of Vice President of HR following the retirement of Sally Evans-Lloyd. He says, "Sally set the foundation, which has given Gold Medal a personable culture, loyal employees and top-notch benefits. I have the privilege of continuing to employ the kinds of initiatives that produce successful results."

As Gold Medal marks its 85th year in business, it is poised to continue as the leading manufacturer in the concession industry.

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PRESS RELEASE

MIAMI, Fla. -- Bardan Cinema (Bardan), a full-service cinema distributor and digital integrator offering a turnkey portfolio of products and services to build out, enhance and maintain cinemas, has expanded its exclusive master distribution agreement with Philips Lightning (Philips) to supply its digital cinema product lines throughout Latin America and the Caribbean.

This announcement comes on the heels of Bardan's agreement with Barco in the fall to roll out its groundbreaking interactive Visual Communication Platform and products and cinemas, retailers, commercial properties and live venues throughout Latin America, the Caribbean and Southeast U.S.

"We have developed a close relationship with Philips (and predecessor companies) for more than a decade and are excited about the opportunity to strengthen the partnership," said Vilma Benitez, CEO of Bardan Cinema. "Our exhibitors can count on Philips' high quality, innovative cinema products along with Bardan's excellent service and 100 percent warranty."

"Bardan is a key partner for the region," said Sami Haddad, Latin Business Development Manager, Philips Lightning. "We value their expertise and support to the cinema industry throughout the Americas and Caribbean."

Bardan will distribute Digital Cinema Xenon line including the new Long Life Lamps, which are officially certified and approved for use in Barco, Christie, NEC, Sony and IMAX projectors used worldwide to light movie screens.

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By Daniel Garris

Kung Fu Panda 3 grossed $2.29 million on Tuesday to lead the daily box office for a fifth consecutive day. The 3D computer animated sequel from Fox and DreamWorks Animation was up a healthy 31 percent over Monday. Kung Fu Panda 3 has grossed $45.32 million in five days of release. The film is running a bit below expectations and 16 percent behind the $53.78 million five-day start of last year's Hotel Transylvania 2 (which increased 27 percent on its First Tuesday to gross $2.98 million). With no new family films going into wide release during the month of February, Kung Fu Panda 3 will have a strong chance of holding up well going forward.

Fellow Fox release The Revenant held steady in second place with $1.21 million. The Alejandro González Iñárritu directed western starring Leonardo DiCaprio increased 26 percent over Monday and decreased 39.5 percent from last Tuesday. The Revenant continues to exceed expectations with $140.72 million after 26 days of wide release (and an additional two weeks of platform release). The film is currently running an impressive 28 percent ahead of the $109.64 million 26-day take of 2010's Shutter Island.

Disney's The Finest Hours was up one spot to move into third place $1.13 million. The 3D action drama starring Chris Pine was up a very strong 48 percent over Monday's performance. The Finest Hours has grossed $12.18 million in five days. While that is towards the higher end of the film's modest expectations, The Finest Hours is performing softly with its price tag in mind. The Finest Hours is running 10 percent behind the recent $13.47 million five-day start of In the Heart of the Sea.

Disney also claimed fourth place, as Star Wars: The Force Awakens took in $0.928 million. The seventh chapter of the Star Wars franchise was up 19 percent over Monday and down 41 percent from last Tuesday. With a record-breaking 47-day gross of $897.47 million, Star Wars: The Force Awakens is now just $2.53 million away from becoming the first film ever to reach the $900 million unadjusted domestic mark.

Lionsgate's Dirty Grandpa rounded out Tuesday's top five with $0.783 million. The R-rated comedy starring Robert De Niro and Zac Efron increased 37 percent over Monday and decreased 40 percent from last Tuesday. Dirty Grandpa has grossed $24.19 million in twelve days. That places the film 33 percent behind the $36.18 million twelve-day take of 2013's Last Vegas.

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