Diary Of A Wimpy Kid really exceeded
expectations on Friday (mine at least) with a very solid $7.4 million.
This far outstripped my prediction of $3.9 million, and should ensure a
weekend gross of $23.5 million. Its Friday Twitter ratio of 251 from
1,859 tweets last week was the lowest of all films I've tracked outside
of the Christmas openers which goes to show how much it connected with
younger audiences outside of the Twitter demographic. This will be
helpful in gauging upcoming films hitting similar demographics such as How
To Train Your Dragon.
Repo Men was dead on arrival with a paltry total of $2.2 million on Friday, giving it a Twitter ratio of 1,405 from its 3,092 tweets last week. I had predicted that it would under-perform with a $2.7 million Friday which was in the same ballpark but it even fell short of that. It should be able to bring in $6 million for the full weekend.
The Bounty Hunter led new openers with a solid $7.65 million on Friday. This gave it a Twitter ratio of 405 from its 3,101 tweets last week, slightly less than my estimated $9 million. I had predicted it would be closer to Couples Retreat's 301 ratio but it appears the appeal of Jennifer Aniston pushed its ratio up slightly more than I anticipated. The film appears to be on course for $22 million for the weekend.
Check back tomorrow for a preview of the upcoming weekend's wide release films: Hot Tub Time Machine, and How to Train Your Dragon. 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.