Death At A Funeral grossed $5.6 million on
Friday, which gave it a Twitter ratio of 887 from its 4,966 tweets. This
was well beneath my estimated $8 million and 600 ratio. I really
thought its ratio would have been lower but perhaps the search string of
"Death At A Funeral" trapped a much larger percentage of tweets related
to the film than the other films I used in my comparisons. Regardless
it will be a good reference point for future films with similar search
strings. All appears to be set for a $17.2 million weekend.
Kick Ass opened shop with $7.6 million on Friday, which gave it a Twitter ratio of 1,420. This was below my estimated $9.5 million and 1,150 ratio. It was always going to be a difficult call since the film opened in the UK and a few other territories before. Expect the film to wrap up the weekend with $19.2 million.
Check back tomorrow for a preview of the upcoming weekend's new wide release films: Death At A Funeral and Kick Ass. 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.