'Sex Tape' Struggles To Build Awareness on July 16, 2014


By Alex Edghill

Wednesday Morning Update: The Purge: Anarchy rose a modest 14% on Tuesday to 10,710 tweets, up from 9,365 tweets on Monday. The Purge had a slight dip on its Tuesday before release but was still over 60k tweets on the day, Paranormal Activity: The Marked Ones had 6,320 tweets, Oculus had 6,240 and Deliver Us From Evil had 6,803. I'm buoyed by its Tuesday numbers and even though the numbers here might be miles below The Purge I recall that the latter fell hugely to 9,808 tweets on its Wednesday before release before rising back up to 41k on Thursday. Such wild swings are very common for films which are trending on social media and have a huge awareness. Great to see the big numbers but without consistent building buzz through release week it always spells a massive ratio aka not as much bang for its buck when it comes to tweets to box office. The slowly building buzz here for The Purge: Anarchy over the last few weeks and its superiority in numbers over all other horrors this year is a very strong sign. While I still don't think it has a $34 million opening in it like the first film it should be able to push the envelope closer to $30 million on its current track.

Planes: Fire And Rescue moved up a spot amongst the new openers as it rose a healthy 174% to 3,073 tweets, up from 1,121 tweets on Monday. The first film had 2,744 tweets its Tuesday before release so the big jump is indeed heartening to see, perhaps this isn't going to be as far off of the original's opening number of $22 million as I had thought. Other recent comparisons include The LEGO Movie which had 14,586 tweets its Tuesday before release, Mr. Peabody And Sherman had 4,950 and The Legends Of Oz: Dorothy's Return had 1,324.

Sex Tape had a disappointing return for Tuesday as it fell 9% to 2,263 tweets on the day, down from 2,475 tweets on the day. As I went over yesterday it has a very difficult title to narrow down tweets for so the low number is not that much of a surprise. However, even if we have a poor search string because of the title it will be consistently poor, so that rises or falls in that number take on a much larger role than the actual numbers of tweets. Still, 8% is not a huge fall and I still think it is looking to top $20 million, but unlike after yesterday's tweet numbers I don't see it contending with The Purge: Anarchy for the top spot. 

Top 15 Movies for Tuesday July 15th

Rk Film Mon Tue Week Mon-Tue %
1 (+1) The Fault in Our Stars 28,056 45,413 73,469 61.87%
2 (-1) Dawn of The Planet of The Apes 36,350 29,751 66,101 -18.15%
3 (-) Transformers: Age of Extinction 17,232 14,598 31,830 -15.29%
4 (-) The Purge: Anarchy 9,365 10,710 20,075 14.36%
5 (+2) Guardians of the Galaxy 6,614 9,047 15,661 36.79%
6 (+25) Big Hero 6 758 8,485 9,243 1019.39%
7 (-2) 22 Jump Street 9,085 7,605 16,690 -16.29%
8 (-2) The Hunger Games: Mockingjay Part 1 7,692 6,247 13,939 -18.79%
9 (-1) Maleficent 6,100 6,241 12,341 2.31%
10 (+3) Step Up All In 3,412 5,616 9,028 64.60%
11 (-1) Before I Go to Sleep 4,558 4,868 9,426 6.80%
12 (+10) Earth to Echo 1,663 4,847 6,510 191.46%
13 (-4) If I Stay 4,596 4,528 9,124 -1.48%
14 (+1) How to Train Your Dragon 2 2,901 3,316 6,217 14.31%
15 (+11) Planes: Fire and Rescue 1,121 3,073 4,194 174.13%
21 (-3) Sex Tape 2,475 2,263 4,738 -8.57%

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

NORTH AMERICA: 'Dawn of the Planet of the Apes' Surpasses $80M Mark on Monday on July 15, 2014


By Daniel Garris

Fox's Dawn of the Planet of the Apes continued to lead the daily box office with ease on Monday with a daily take of $8.22 million. The critically acclaimed 3D sci-fi action sequel was down 58 percent from Sunday. Dawn of the Planet of the Apes surpassed the $80 million mark on Monday and has grossed a healthy $80.83 million in four days of release. The film is running a bit ahead of its lofty expectations and an impressive 31.5 percent ahead of the $61.46 million four-day start of 2011's Rise of the Planet of the Apes (which fell 58 percent on its first Monday to gross $6.65 million).

Transformers: Age of Extinction placed in second with $2.02 million. The fourth installment of Paramount's blockbuster sci-fi action franchise fell 57 percent from Sunday and a sharp 58 percent from last Monday. Transformers: Age of Extinction has grossed $210.85 million in 18 days, which places the film a significant 29 percent behind the $296.49 million 18-day take of 2011's Transformers: Dark of the Moon.

Warner's Tammy claimed third place with $1.597 million. The Melissa McCarthy comedy vehicle was down 53 percent from Sunday and down a respectable 42.5 percent from last Monday. Tammy has grossed a solid $58.596 million in 13 days (especially with its modest price tag in mind) and is likely to surpass the $60 million mark today.

High-profile holdovers How to Train Your Dragon 2 and 22 Jump Street claimed fourth and fifth place on Monday with respective takes of $1.013 million and $0.997 million. Both films were down 45 percent from Sunday. Respective 32-day totals stand at an impressive $172.76 million for Sony's 22 Jump Street and an underwhelming $153.29 million for Fox's How to Train Your Dragon 2.

'The Purge: Anarchy' way out front on Twitter on July 15, 2014


By Alex Edghill

Tuesday Morning Update: The Purge: Anarchy began its week with 9,365 tweets, easily taking the top spot amongst this weekend's upcoming openers. The film is hoping to resonate with horror fans and hopes to relive the successes of the first film which opened to $34 million last June. The first film was a social media darling with its thought-provoking premise sparking a lot of debate amongst moviegoers and beyond. Indeed, The Purge had over 60,000 tweets its Monday before release, not really in the same ballpark. Still that alone doesn't tell the full story about the sequel's potential as it has fans of the original to look forward to along with a market ripe for the picking for the genre as there have been arguably no breakouts here for the entire year with no horror film surpassing the $20 million mark. Other notable tallies this year include: Paranormal Activity: The Marked Ones which had 5,214 tweets its Monday before release, Oculus with 7,791 and Deliver Us From Evil with 4,768. I think this easily should break $20 million but I have serious doubts of it getting close to matching the opening take of the original.

Sex Tape was a distant 2nd with 2,475 tweets on the day, a hefty 160% increase from just under 1,000 on Sunday. This film is a bit of a pain to track as its name is somewhat of a nightmare to narrow down tweets for outside of its hashtag. Generally for films with very generic names if you tack on "movie" to the string you have a string that is very limited but at least a decent representation, but of course "sex tape movie" is also very generic so we have to rely on other qualifiers here such as the film's stars to narrow down tweets which of course exclude a large number of tweets. Still, even with this limitation its 2,475 tweets was not that far off of the 3,262 that The Other Woman posted back in April and a solid sign for its potential. Diaz and Segal are both no strangers to the R-rated comedic genre and will be looking to their fan base to flame the fire here. It could potentially be a close race between this and The Purge: Anarchy as I also expect this to surpass the $20 million mark with decent room for upside.

Lastly, Planes: Fire And Rescue looks to entice family audiences on the weekend and pick up where How To Train Your Dragon 2 left off with the demographic. The first film had 2,060 tweets its Monday before release though, and that is a bit of a red flag here as animated sequels have a tendency to drop in opening from their predecessors regardless of how well they were received. I'm not ready to write it off yet but unless it can show some strong increases over the next couple days there is going to be no way to replicates the $22 million opening of the first film.

Top 15 Movies for Monday July 14th

Rk Film Sun Mon Sun-Mon %
1 (-) Dawn of The Planet of The Apes 41,953 36,350 -13.36%
2 (-) The Fault in Our Stars 33,234 28,056 -15.58%
3 (-) Transformers: Age of Extinction 15,222 17,232 13.20%
4 (+4) The Purge: Anarchy 5,088 9,365 84.06%
5 (-1) 22 Jump Street 9,087 9,085 -0.02%
6 (+1) The Hunger Games: Mockingjay Part 1 5,446 7,692 41.24%
7 (+2) Guardians of the Galaxy 4,683 6,614 41.23%
8 (-3) Maleficent 8,151 6,100 -25.16%
9 (+2) If I Stay 3,949 4,596 16.38%
10 (+4) Before I Go to Sleep 2,693 4,558 69.25%
11 (+5) Tammy 2,099 3,882 84.95%
12 (-6) Hercules (2014) 5,576 3,691 -33.81%
13 (+6) Step Up All In 1,803 3,412 89.24%
14 (+1) Lucy 2,509 3,006 19.81%
15 (-5) How to Train Your Dragon 2 4,598 2,901 -36.91%
18 (+8) Sex Tape 928 2,475 166.70%
26 (-2) Planes: Fire and Rescue 1,101 1,121 1.82%

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

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