Twitter Box Office Update

Total tweets for November 13th Openers

2012 managed to rake in 2,864 tweets on Tuesday for a decent 20.04% jump from Monday's 2,290. Again, it was behind Paranormal Activity (11,827), Michael Jackson's This Is It (7,689) and Where The Wild Things Are (4,363) for the biggest Tuesday tweet-tally. Of note though is that Paranormal had insane buzz and it had already been released for a few weeks before its Tuesday tally (the Tuesday counted was before its wide release on October 16th) and This Is It 's Tuesday figure was its release day since it opened with 10PM shows on the 27th. Wild Things might be the best comparison for the film in terms of its trajectory of tweets for the week. That went up a similar 23.88% on Tuesday from Monday, and if 2012 follows its Wednesday and Thursday jumps we'll be looking at a 13,000 tweet week. Not nearly as impressive as I would have thought going into the week.

There were a number of very critical tweets again but the was a definite large increase in positive tweets, mostly from people anticipating the release as opposed to those who had seen it.

"is going to see 2012 tomorrow night, yay cant wait!!!!!"
"i wanna go see 2012 (: looks like a good movie."
"must watch 2012 movie ! this crazy movie !! Ronald Emmerich, u rock !!"
"im sooooooooooooooooo desperate to watch 2012!!"
"Wanna Watch 2012!!!!!!! soon soon!!!"

You get the idea. It definitely looks like its building momentum coming into Wednesday. Lets see how it plays out tomorrow.

Pirate Radio took off Tuesday and more than doubled its paltry Monday tally with 482 tweets. This jump marks a 54.98% increase, similar to Amelia 's 50.87%. Now you might be wondering why the Amelia comparison, well that also was in sub-1,000 theatres, played to an older audience and provided an alternative on a weekend with no comparable draw. If it follows Amelia 's daily changes it should end up with roughly 2,000 tweets for the week. Hardly a spectacular number, and as such it looks like it will have trouble hitting mid to upper single digits. Check back tomorrow for our official estimates and additional insight from Twitter,

Below is the full chart for my Twitter tracking history.

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.