Total tweets for April 16th Openers
Death At A Funeral started the week with 855 tweets on Monday. By comparison, Why Did I Get Married Too had 1,059 tweets on its Monday before release, Our Family Wedding had 293 and Cop Out had 497. This is a very strong showing for the film and indicates a Monday to Thursday tally in the region of 4,300 - 4,600. Married Too, Family Wedding and Cop Out managed ratios of 824, 918 and 467 respectively. Funeral should be able to perform closer to Cop Out since it is less of a chick flick and more of a comedy which should suppress its ratio somewhat. I'd say to expect a ratio of around 575 which would lead to a Friday of around $7.5 million.
Kick Ass started the week with a bang and 1,743 tweets. No real surprise there considering its buzz coming into this week. By comparison, Ninja Assassin had 1,057 tweets its Monday before release, Hot Tub Time Machine had 1,299. As I mentioned yesterday there is an added spanner in the works for this film in that it is already in release in the UK and more territories which has really supercharged its performance on Twitter. Two things which we can use to normalize this is to compare it to other films which had similar release patterns and also to look at its daily increases this week as it open in North America. We should be looking at a week total in the region of 11,000 to 12,000 here and a ratio in the region of ~1,000 which should afford it a $10 million Friday opening.
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.