Total tweets for March 5th Openers
Alice In Wonderland started off with a loud bang and 12,001 tweets on Monday. That easily gives it the second largest Monday for new openers behind New Moon's ridiculous 94,789. To be honest I was expecting something in the range of 18,000 to 20,000 based on its numbers from last week and typical expansion to release week for films but this 'lower' figure is no doubt a testament to the volumes of opportunist spammers out there. By comparison, Where The Wild Things Are had 3,321 tweets on its Monday before release, Percy Jackson and The Olympians had 3,124. Given this Monday number I'd say we are looking at a ~70,000 tweet week. The film is going to appeal to a very wide demographic, probably the widest of any film I've tracked here before which should help to stop its ratio from reaching massive levels fueled by a Twitter-only demographic skew ala New Moon. Both Wild Things and Percy Jackson hovered around the ~2,000 ratio mark and perhaps this will also be in the neighborhood of that thanks to its family appeal. Add in increased focus and buzz simply due to the excitement and I'm thinking ~2,500 to ~3,000. Buckle up, going to be a fun week.
Brooklyn's Finest actually had a surprisingly solid Monday also as it came in with 919 tweets. As I said in my Sunday column it appeared as though young women were embracing the film in a big way on Twitter last week which will no doubt drive its ratio up. In terms of comparisons, Armored scored 215 tweets its Monday before release, and Edge of Darkness had 545. It's a tough one to call but it does seems as though a ~1,000+ ratio is on the cards. Let us see how well it does tomorrow before calling it but at this point I don't see how it doesn't at least crack double digits for the weekend.
Check back tomorrow to see the Tuesday numbers and more comparisons. 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.