Tweet counts and analysis for Monday, March 22nd.

Twitter Box Office Update - March 23rd, 2010

on March 23, 2010
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Total tweets for March 26th Openers

Hot Tub Time Machine started off with 1,299 tweets on Monday. A very solid number but not unexpected thanks to the steam it had been collecting from last week. However, like I said yesterday the studio has been pumping this hard on Twitter and its title has become an instant pop culture metaphor for deja vou, retro and a handful of other things. All of these things are not going to help its ratio, which should end up around ~1,500. Based on this Monday figure we should see a week total in the region of ~8000 which should allow it to hit ~$5 million for Friday and ~$14 million for the full weekend.

How To Train Your Dragon was hugely impressive on Monday as it secured 1,167 tweets. By comparison Diary Of A Wimpy Kid had 293 its Monday before release, Cloudy With a Chance of Meatballs had 385 and A Christmas Carol had 849. Its very strong Monday tally should bump its week total to 6,000 and considering it should secure a ratio of 350-400 it appears to be locked in for a Friday in the region of $15 million and $50 million+ over the full 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.)

alltweets031910.jpgThe 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.

Tags: hot tub time machine, how to train your dragon
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