Source: THR

Yet another '80s property is on its way to multiplexes.

The latest is Masters of the Universe, a 1980s Mattel toy property. Predators scribes Mike Finch and Alex Litvak have been brought in to pen the screenplay which will follow the adventures of He-Man as he battles the evil Skeletor.

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Toy properties are turning out to be quite lucrative these days. Michael Bay has turned Transfomers into a billion dollar franchise, and G.I. Joe: The Rise of Cobra was a sizable worldwide hit.

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Two new wide releases open this upcoming week at the Box Office: Death At A Funeral and Kick Ass.

Death At A Funeral had 1,605 tweets on its lead-up frame last week. By comparison, Our Family Wedding had only 555 tweets on its week before release and Why Did I Get Married Too had 4,485. Married Too was actually very curious pre-release because it went on to pull in only 5,925 tweets on its week of release for a multiplier of less than 2 from the week before. The usual expansion is between 3 and 4 from the week before, so assuming a normal expansion here for Funeral we should be looking at ~5,000 tweets and a weekend in the region of $18-$20 million.

Kick Ass had 5,918 tweets last week in its lead-up week. A very solid number but it was no doubt inflated by its release in the UK a couple weeks ago and in quite a few other territories since. By comparison, Ninja Assassin had 2,249 tweets its week before release, and Hot Tub Time Machine had 3,049. Ninja Assassin should hit much of the same target audience and was a no-brain comparison, but I've included Hot Tub Time Machine because it also had a strong online push and should hit a similar young male audience. ~12,000 tweets should be in store and a weekend of around $28 million.

Check back Monday night for analysis of the Monday tweet totals. Follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets040910.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.

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Date Night grossed $9.3 million on Friday, which gave it a Twitter ratio of 478 from its 4,449 tweets. This was a ways below my estimated $11 million and 400 ratio. I guess all the reasons I gave earlier in the week why it would be higher than Couples Retreat kicked in and pushed it a ways higher. Still a very solid opening and again another great data point for future films in the genre. All appears to be set for a $26.5 million weekend.

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.)

alltweets040910.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.

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Total tweets for April 9th Openers

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Date Night finished the week with a bang and 1,788 tweets. This gave it 4,449 tweets for the week, a pretty large bump above my Monday estimate of 3,200 as it really picked up steam as the week rolled on. Again I'll draw the comparison to Couples Retreat which had 3,710 tweets and a 301 ratio for $12.33 million on its Friday of release. Like I said yesterday, I have noticed somewhat more spam for Date Night, I still feel its star power is greater and it opened in more markets on Thursday and Friday. All of which will have an effect on tweets and push it higher than Couples. I'm going to go with a ratio of 400 and an $11 million Friday and $32 million for the weekend.

Check back Saturday to see Friday's numbers and the actual Twitter ratios for the weekend and follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets040210.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.

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