Two new wide releases open this upcoming week at the Box Office: Death
At A Funeral and Kick Ass.
Death At A Funeral had 1,605 tweets on its
lead-up frame last week. By comparison, Our Family Wedding had only 555 tweets on its week before release and Why Did I
Get Married Too had 4,485. Married Too was
actually very curious pre-release because it went on to pull in only
5,925 tweets on its week of release for a multiplier of less than 2 from
the week before. The usual expansion is between 3 and 4 from the week
before, so assuming a normal expansion here for Funeral we
should be looking at ~5,000 tweets and a weekend in the region of
Kick Ass had 5,918 tweets last week in its
lead-up week. A very solid number but it was no doubt inflated by its
release in the UK a couple weeks ago and in quite a few other
territories since. By comparison, Ninja Assassin had 2,249 tweets its week before release, and Hot Tub Time
Machine had 3,049. Ninja Assassin should hit much of the same target audience and was a no-brain
comparison, but I've included Hot Tub Time Machine because it also had a strong online push and should hit a similar young
male audience. ~12,000 tweets should be in store and a weekend of
around $28 million.
Check back Monday night for analysis of the Monday tweet totals.
Follow @AlexBOXOFFICE on Twitter for additional updates.
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.