Total tweets for May 7th Openers
Iron Man 2 finished the week with 26,039 tweets on Thursday, which gave it 97,351 tweets for the full week. It is the second most tweets I've seen in a leadup week over the last nine months, trailing only The Twilight Saga: New Moon's ungodly tally of 375,925. Other notables include Alice In Wonderland which had 83,958 and Avatar which had 29,979. Its buzz quality was very solid for the week, coming in with 22,998 positive tweets for the week (23.62%) and 4,887 negative (5.02%). While all of these numbers are very positive, there is no doubt the film has performed much different to what I had initially thought last weekend and I'll give some thoughts about these peculiarities. The film had a week ratio of 3.38 which was very low, second only to Paranormal Activity which had a 3.05 ratio during its first week of wide release due to all of its buzz from previous weeks of limited release. This points to its overseas openings and buzz from those territories and people in North America commenting on it. In addition, I believe the film's very wide appeal, especially appeal to younger kids outside of the Twitter demographic will act to push its ratio down significantly.
What does all this mean? I still think its ratio will end up in the range of 1,550 which should allow for $63 million Friday (including midnights) and $153 million for the full weekend.
Check back Saturday to see the Friday numbers and the actual ratios for the week. 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.