Tuesday Morning Update: The Twilight Saga: Breaking Dawn - Part 2 began its week with a stunning 56,555 tweets and 37.72% market share. This is the biggest release week Monday of any film for the entire year and the biggest since The Twilight Saga: Breaking Dawn - Part 1 had 57,170 tweets back in November of 2011. That's a span of 127 wide release films, no small feat. Just goes to show the power of Twilight on Twitter, as it has consistently set the bar for all films over the past 38 months that I've been monitoring it. Its appeal to women of all ages is perfect for Twitter purposes as females (especially younger) tend to be the most active tweeters for film. Its a perfect storm of sorts, with the combination of the bestselling books, the intrigue surrounding Pattinson and Stewart's relationship and a strong online presence for fans of the novels. It all snowballs every time a release has come around and its buzz obliterates everything else. In looking at the upcoming schedule I think films are going to be hard pressed to generate the same level of online awareness as this, with only perhaps Catching Fire or 50 Shades Of Grey having any sort of chance, and even that might be a big stretch. Twilight has been a mainstay of the box office for the past four years, and its hard to believe that its about to burst with the last of the films being upon us.
To step back and give a macro-view of its impact on Twitter (and dare I say even draw larger inferences to pop culture and film), I have counted 9.37 million tweets since September 2009 for films in their release week (Monday to Thursday) and the four Twilight films which have opened during that time have made up 21% of that buzz! 4 films out of 417. With three more days to go for Breaking Dawn - Part 2 this number will also likely rise to be ~25%. The franchise has redefined what it means to have an online following and will leave behind some huge shoes to fill for Summit and indeed other studios. Needless to say the outlook here is huge and with it being the finale I wouldn't be surprised to see a slight bump in business as fans flock to pay their final respect to Edward, Bella and Jacob.
Top 10 Upcoming Movies for Monday November 12th
|1||The Twilight Saga: Breaking Dawn - Part 2||56,555|
|2||World War Z||4,083|
|4||Star Wars: Episode VII||3,337|
|5||Red Dawn (2012)||2,376|
|6||Scary Movie 5||2,367|
|7||Thor: The Dark World||2,152|
|8||Jab Tak Hai Jaan||1,962|
|9||The Hobbit: An Unexpected Journey||1,843|
|10||Les Miserables (2012)||1,632|
Check back on Wednesday to see the final Tuesday numbers analysis. Follow @AlexBOXOFFICE on Twitter for additional updates.