Extraordinary Measures opened to a scant
$2.04 million on Friday, way below my estimated $3.5 million. Its
weekend ratio of 1,228 turned out to be almost double my estimated 700.
Obviously the premiere had a large effect on the ratio since its target
audience was primarily older and outside of the Twitter sweet spot.
Legion was the strongest of the new openers, coming in with $6.70 million on Friday. This was right in line with my estimated $6 million. Its opening ratio of 581 was very low for the genre, but as mentioned on Friday I thought that the filter used to zero in on actual tweets referencing the film would cut down on the standard ratio.
Lastly, The Tooth Fairy opened with $3.50 million on Friday, a ways below my predicted $5.5 million. Its ratio of 491 meant that it played to older audiences then I had imagined and was much more in line with last week's The Spy Next Door than it was with recent animated films.
Check back tomorrow for a preview of the upcoming weekend's wide release films: Edge of Darkness, and When In Rome.
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.