Total tweets for March 19th Openers
Diary Of A Wimpy Kind started off with 293 tweets on Monday. As I said in my column yesterday this is going to have a pretty low ratio thanks to its primary appeal being to a younger non-Tweet friendly audience. In comparison, The Spy Next Door had 261 tweets its Monday before release, and The Tooth Fairy had 283. We should be looking at a ratio between 450 and 550 and 2,000 to 2,200 total tweets. This should allow it to reach ~$3.75 million by next Friday. Repo Men managed to secure the most buzz amongst the new openers on Monday with 526 tweets. By comparison, The Fourth Kind had 515 on its Monday before release, and Daybreakers had 830. I'm expecting this to come in at around a 1,000 - 1,200 ratio, and this Monday number points to 3,000 - 3,500 tweets for the full week, as such a ~$2.75 million Friday appears to be in order.
Lastly, The Bounty Hunter had 501 tweets reference it on Monday. That number might seem low but remember its 35+ core audience really puts it on the skirts of the Twitter sweet-spot and as such its going to have a very low ratio. The best comparison here will be Couples Retreat which managed to secure 533 tweets its first Monday on its way to 3,710 for the week and a 301 ratio. Expect this film to follow a similar path and end up with around 3,500 tweets for the full week and a ~350 ratio for around a $10 million Friday
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.