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NORTH AMERICA: 'Lucy' Surpasses the $50M Mark on Tuesday on July 30, 2014

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By Daniel Garris

Universal's Lucy grossed $5.44 million on Tuesday to lead the daily box office for a fifth consecutive day. The modestly budgeted sci-fi action film starring Scarlett Johansson increased a respectable 10 percent over Monday's performance. In general, yesterday's daily percentage increases weren't as strong as usual for a Tuesday. Lucy surpassed the $50 million mark yesterday and has grossed a stronger than expected $54.31 million in five days. That places the film 22 percent ahead of the $44.51 million five-day take of 2010's Salt.

Hercules held steady in second place with $3.78 million. The Dwayne Johnson led 3D action-adventure film from Paramount and MGM was up 13 percent over Monday. Hercules continues to exceed its relatively modest pre-release expectations with a five-day start of $36.92 million. The film is currently running 5 percent behind the $38.97 million five-day take of 2012's Wrath of the Titans. With Disney's Guardians of the Galaxy arriving on Friday, it is especially important for Hercules to gross as much as it can this week.

Fox's Dawn of the Planet of the Apes took in $2.51 million to remain in third. The critically acclaimed 3D sci-fi action sequel was up 13 percent over Monday, but down 51 percent from last Tuesday. Dawn of the Planet of the Apes has clearly taken a bit of a hit this week from the stronger than expected performances of Lucy and Hercules. With that said the film continues to exceed expectations with an impressive $177.17 million in 19 days.

Universal's The Purge: Anarchy claimed fourth with $1.658 million. The low budget horror sequel increased 9 percent over Monday and fell 54 percent from last Tuesday. The Purge: Anarchy continues to perform well (especially with its price-tag in mind) and has now grossed $55.04 million in twelve days. That places the film 1 percent ahead of the $54.32 million twelve-day take of last year's The Purge.

Planes: Fire and Rescue rounded out the day's unchanged top five with $1.645 million. The modestly budgeted computer animated sequel from Disney was up 10 percent over Monday and down just 29 percent from last Tuesday. With a twelve-day take of $38.49 million, Planes: Fire and Rescue is currently running 20 percent behind the $48.36 million twelve-day gross of last year's Planes.

'Guardians' Continues To Impress on July 30, 2014

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By Alex Edghill

Wednesday Morning Update: Guardians Of The Galaxy rose 45% on Tuesday to 29,823 tweets, up from 20,609 tweets on Monday while its Facebook likes increased to 775,721 from 766,750. For the first time in a week it also nabbed the top spot on the day amongst all upcoming films on Twitter, something which has eluded it not because of low numbers but because of a few high profile trailers which grabbed some serious attention (Hobbit, 50 Shades, Hunger Games). By comparison The Avengers which had 51,744 tweets and 1,365,187 likes its Tuesday before release, Green Lantern with 2,909 tweets and 233,977 likes, Thor with 7,675 tweets and 356,954 tweets and Captain America: The First Avenger with 4,909 tweets and 673,322 likes. The level of social media buzz here for a net new superhero entry is pretty staggering and I would say it looks like a sure shot to eclipse the opening marks of all my comparisons save for Avengers which would make $70 million plus be in play.

Get On Up had another stellar rise with a 198% bump in tweet traffic to 3,908 tweets, up from 1,311 tweets on Monday, while its Facebook likes increased from 255,908 to 256,723. By comparison, Jersey Boys had 2,022 tweets and 137,631 likes its Tuesday before release, and 42 had 3,158 tweets and 296,481 likes. I believe this has more in the tank than Jersey Boys but will end up a ways shy of 42 for a couple of reasons, namely that its Facebook numbers and growth are behind and because its Twitter numbers are actually running not that far ahead of 42 which had a very common name and had to have a lot of restrictions in place to narrow down relevant tweets for. Teen millions on the weekend look probable.

One thing I wanted to mention was 50 Shades Of Grey which set a Twitter record for tweets for a trailer with just over 240,000 tweets last Thursday. This beat out the old record set by The Fault In Our Stars of 145,810 earlier this year. Really isn't surprising especially when casting news alone saw it surpass 16k tweets almost a year ago. Since the trailer hit its Facebook likes went up over 1.5 million to almost 5 million now which makes it the most liked upcoming movie that is not a sequel. This is clearly going to continue to be a social media heavyweight for years to come.

Twitter Top 15 Movies for Tuesday July 29th

Rk Film Mon Tue Week Mon-Tue %
1 (+3) Guardians of the Galaxy 20,609 29,823 50,432 44.71%
2 (+3) If I Stay 20,469 25,360 45,829 23.89%
3 (-2) The Hobbit: The Battle of the Five Armies 88,064 25,187 113,251 -71.40%
4 (-2) The Hunger Games: Mockingjay Part 1 80,602 22,451 103,053 -72.15%
5 (-2) Fifty Shades of Grey 38,531 17,943 56,474 -53.43%
6 (+10) The Maze Runner 3,471 13,743 17,214 295.94%
7 (-1) Avengers: Age of Ultron 16,677 10,794 27,471 -35.28%
8 (+1) Transformers: Age of Extinction 8,326 9,272 17,598 11.36%
9 (-1) Dawn of The Planet of The Apes 8,350 7,756 16,106 -7.11%
10 (+1) 22 Jump Street 6,892 6,931 13,823 0.57%
11 (-4) Hercules (2014) 8,432 5,966 14,398 -29.25%
12 (-2) The Purge: Anarchy 8,001 5,933 13,934 -25.85%
13 (+2) Teenage Mutant Ninja Turtles (2014) 4,293 4,839 9,132 12.72%
14 (+11) Get On Up 1,311 3,908 5,219 198.09%
15 (-2) Maleficent 6,099 3,740 9,839 -38.68%

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

NORTH AMERICA: 'Lucy' Strong with $48.9M in Four Days; $33.1M for 'Hercules' Over the Same Span on July 29, 2014

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By Daniel Garris

Universal's Lucy took in $4.97 million on Monday to lead the daily box office for a fourth consecutive day. The modestly budgeted sci-fi action film starring Scarlett Johansson fell 58 percent from Sunday. Lucy continues to exceed expectations with a strong four-day start of $48.87 million and will zoom past the $50 million mark today. The film is currently running 22 percent ahead of the $40.13 million four-day take of 2010's Salt.

Hercules continued to hold its own with a second place take of $3.34 million. The Dwayne Johnson led 3D action-adventure film from Paramount and MGM did fall 61 percent from Sunday, which represented the day's poorest daily percentage hold among wide releases. Hercules has grossed a stronger than expected $33.14 million in four days. That places the film 8 percent behind the $36.03 million four-day start of 2012's Wrath of the Titans.

Fox's Dawn of the Planet of the Apes took third place with $2.21 million. The critically acclaimed 3D sci-fi action sequel was down 58 percent from Sunday and down a so-so 47 percent from last Monday. Dawn of the Planet of the Apes has clearly taken a bit of a hit from the stronger than expected performances of Lucy and Hercules. With that said the film continues to exceed expectations with $174.67 million in 18 days.

Universal's The Purge: Anarchy claimed fourth with $1.53 million. The low budget horror sequel was down just 50 percent from Sunday and down a respectable 54 percent from last Monday. The Purge: Anarchy continues to perform well and has now grossed $53.39 million in eleven days. That places the film just ahead of the $53.14 million eleven-day take of last year's The Purge.

Planes: Fire and Rescue followed closely behind in fifth with $1.499 million. The modestly budgeted computer animated sequel from Disney fell 51 percent from Sunday and just 19 percent from last Monday. With an eleven-day take of $36.85 million, Planes: Fire and Rescue is currently running 21 percent behind the $46.76 million eleven-day gross of last year's Planes.

Sky's The Limit For 'Guardians Of The Galaxy' on July 29, 2014

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By Alex Edghill

Tuesday Morning Update: Guardians Of The Galaxy continued its strong run on Monday as it accounted for 20,609 tweets, down 11% from Sunday's 23,154 tweets. The film is one of the last major Summer releases and has been getting a massive marketing push over the last few weeks to try to funnel as much dollars as possible into its opening weekend. To add fuel to the buzz fire the early reviews have been overwhelmingly favorable. The appeal here is vast and covers just about all demographics and while the Guardians Of The Galaxy are not household names like other strong Marvel franchises like Iron Man or Captain America they have done a great job at tying this into the extended Marvel Universe (those who stayed for the end of Thor: The Dark World would have seen the character The Collector who appears in this film). Other notable comparisons include The Avengers which had 45,936 tweets its Monday before release, Green Lantern with 2,354, Thor with 2,823 and Captain America: The First Avenger with 4,706. These comparisons are admittedly dated but this will be the first major Marvel adaptation that is not a sequel (or include main characters from previous films - aka The Avengers) since 2011. Clearly they have been looking for the right project to invest in and so far this looks like a very smart move on their part.

Its Facebook numbers have also been very strong as it had 766,750 likes by the end of yesterday, by comparison The Avengers had 1,326,867 likes, Green Lantern had 229,562, Thor had 320,851 and Captain America: The First Avenger had 666,414.

Start to line up sequels to this because its clear that this is going to be a huge success this weekend, its just a matter of how much of a success at this point.

Get On Up had a strong rise on Monday of 85% to 1,311 tweets from 706 tweets on Sunday, while its Facebook likes increased from 255,650 to 255,908. A solid counter-programming option on the weekend it will appeal to older moviegoers and fans of the late James Brown. I'm not that worried about lower Twitter numbers here as its target audiences are not exactly social media power-users. By comparison, Jersey Boys had 2,056 tweets and 135,045 likes its Monday before release, 42 had 2,283 tweets and 287,281 likes. The early signs here are definitely pointing to mid to upper teens which is a very strong start for the film.

Twitter Top 15 Movies for Monday July 28th

Rk Film Sun Mon Sun-Mon %
1 (+5) The Hobbit: The Battle of the Five Armies 12,296 88,064 616.20%
2 (-1) The Hunger Games: Mockingjay Part 1 66,868 80,602 20.54%
3 (-1) Fifty Shades of Grey 51,255 38,531 -24.82%
4 (-) Guardians of the Galaxy 23,154 20,609 -10.99%
5 (-) If I Stay 14,439 20,469 41.76%
6 (-3) Avengers: Age of Ultron 27,770 16,677 -39.95%
7 (-) Hercules (2014) 12,225 8,432 -31.03%
8 (-) Dawn of The Planet of The Apes 8,390 8,350 -0.48%
9 (-) Transformers: Age of Extinction 8,131 8,326 2.40%
10 (-) The Purge: Anarchy 7,012 8,001 14.10%
11 (-) 22 Jump Street 6,731 6,892 2.39%
12 (+53) Frank Miller's Sin City: A Dame To Kill For 125 6,192 4853.60%
13 (-1) Maleficent 5,924 6,099 2.95%
14 (-) The Expendables 3 4,625 4,801 3.81%
15 (+1) Teenage Mutant Ninja Turtles (2014) 2,856 4,293 50.32%
25 (+12) Get On Up 706 1,311 85.69%

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

NORTH AMERICA: Weekend Actuals: 'Lucy' Breaks Out with $43.9M; 'Hercules' Stronger than Expected with $29.8M on July 28, 2014

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By Daniel Garris

Universal's Lucy exceeded expectations this weekend with a strong first place start of $43.89 million. The modestly budgeted sci-fi action film starring Scarlett Johansson was no doubt helped out greatly by Johansson's rising drawing power on the heels of Captain America: The Winter Soldier earlier this year. In addition to Johansson's presence, Lucy was also likely helped out by being a non-sequel in a summer full of sequels, by the relatively soft overall box office thus far in July and by moviegoers potentially rushing out to see the film before Disney's Guardians of the Galaxy arrives in theatres this coming Friday. Lucy debuted 22 percent stronger than the $36.01 million debut of Salt back in July of 2010.

Lucy debuted with $17.09 million on Friday (which included an estimated $2.75 million from evening shows on Thursday), decreased 12 percent on Saturday to take in $15.02 million and fell 22 percent on Sunday to gross $11.79 million. That placed the film's opening weekend to Friday ratio at 2.57 to 1. The audience breakdown for Lucy was evenly split between genders and skewed towards moviegoers 25 years and older (65 percent). One potentially troubling sign for Lucy going forward is that the film received a disappointing C+ rating on CinemaScore. With that said, holding power won't be as important for the film going forward after such a strong opening weekend performance.

Hercules also exceeded expectations this weekend with a respectable second place take of $29.80 million. The Dwayne Johnson led 3D action-adventure film from Paramount and MGM had been expected to open in the range of $20 million to $25 million. In addition to Johnson's presence, Hercules was likely also aided by serving as a PG-13 alternative to the R rated Lucy and by the mentioned relatively soft overall box office thus far in July. Hercules opened 11 percent below the $33.46 million start of 2012's Wrath of the Titans.

Hercules grossed $11.06 million on Friday (which included an estimated $2.1 million from evening shows on Thursday), fell 7.5 percent on Saturday to take in $10.23 million and fell just 17 percent on Sunday to gross $8.52 million. That placed the film's opening weekend to Friday ratio at 2.69 to 1. The film received a solid B+ rating on CinemaScore. But much like Lucy, Hercules could potentially experience a sharp decline next weekend when the highly anticipated Guardians of the Galaxy arrives in the marketplace.

Hercules grossed an estimated $4.0 million from IMAX locations, which represented 13.4 percent of the film's overall gross this weekend.

With the stronger than expected debuts of Lucy and Hercules, Fox's Dawn of the Planet of the Apes took a sharper than expected fall this weekend with a third place take of $16.77 million. The critically acclaimed 3D sci-fi action sequel was down 54 percent from last weekend. Despite this weekend's hold, Dawn of the Planet of the Apes continues to exceed expectations with a 17-day gross of $172.46 million. That places the film an impressive 29 percent ahead of the $133.58 million 17-day take of 2011's Rise of the Planet of the Apes (which fell 42 percent in its third weekend to gross $16.12 million).

Universal's The Purge: Anarchy fell a sharp 65 percent in its second weekend to land in fourth with $10.48 million. On the positive side of things, the horror sequel held up better in its second weekend than last year's The Purge did when it declined a harsh 76 percent in its second weekend to gross $8.32 million. With a healthy ten-day take of $51.86 million, The Purge: Anarchy is now running essentially on par with the $51.96 million ten-day take of The Purge.

Planes: Fire and Rescue rounded out the weekend's top five with $9.53 million. The modestly budgeted computer animated sequel from Disney was down a significant 46 percent from last weekend. Planes: Fire and Rescue has grossed $35.35 million in ten days. That places the film 22 percent behind the $45.34 million ten-day take of last year's Planes (which fell 40 percent in its second weekend to gross $13.39 million).

And So It Goes debuted in eighth place with $4.64 million. The Clarius Entertainment release starring Michael Douglas and Diane Keaton opened in line with its modest pre-release expectations. The opening weekend figure for And So It Goes was in the same ballpark as the $3.75 million debut of Clarius' Legends of Oz: Dorothy's Return back in May. And So It Goes took in $1.36 million on Friday, increased 39 percent on Saturday to take in $1.89 million and decline 26.5 percent on Sunday to gross $1.39 million. That gave the film an impressive opening weekend to Friday ratio of 3.41 to 1. And So It Goes received a B+ rating on CinemaScore.

On the limited front, Roadside's A Most Wanted Man debuted in tenth place with $2.69 million. The critically acclaimed thriller starring the late Philip Seymour Hoffman earned a healthy per-location average of $7,442 from 361 locations for the frame.

Meanwhile, Open Road's The Fluffy Movie was off to a lackluster start with $1.31 million from 432 locations. That gave the comedy concert film starring Gabriel Iglesias a modest per-location average of $3,036 for the frame.


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