Oceans grossed $2 million on Friday, which gave it roughly $4.5 million through its first two days at the Box Office. This number gave it a 2,322 Twitter ratio for the full week but that's misleading since that includes its outlandish Thursday tweet total of 3,000+. Its Thursday ratio was of most interest, and that was 586 which was close to my estimated $3 million. The film should hold up very well this weekend given the genre and the fact that tweets about the film on Friday were 42% positive which is a very high number compared to the other openers and holdovers. Look for it to rake in $6.5 million for the three days.

The Back-up Plan opened to $4.2 million on Friday, which gave it a Twitter ratio of 1,201. This was almost right on the money for my $4.15 million prediction. Always nice to be bang on. Its Friday tweets were 24% positive which is slightly below average which means that nothing out of the ordinary is on the cards for its legs this weekend. Expect the film to wrap up the weekend with $12.2 million.

Lastly, The Losers had a hard time finding an audience on Friday as it scored an underwhelming $3.2 million, which gave it a Twitter ratio of 731. This was a ways lower than my prediction of $4.6 million. The low tweet totals this week were a solid sign that it was going to under perform but this was obviously a ways lower than I had thought. Its positive tweet percentage for Friday was actually 27% which is a tad higher than the standard 25% figure which means it will likely end up with $9.2 million for the full weekend.

Check back tomorrow for a preview of the upcoming weekend's new wide release films: A Nightmare On Elm Street and Furry Vengeance. Follow @AlexBOXOFFICE on Twitter for additional updates.

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

alltweets042310.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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Oceans ran rampant on Thursday with 3,176 tweets. Not a surprise considering it opened on Thursday and it was Earth Day, pretty much a perfect storm for it. Its getting some great reviews, and currently stands at 50% positive for the full week which is miles above most other films. In fact, only Kick Ass is ahead of it (with just over 60%) positive. This bodes well for its legs this weekend. The Thursday opening really throws the ratio out of whack but expect a $2.75 million Friday.

The Back-up Plan really finished well on Thursday with a big 2,134 tweets. This gave it 5,046 tweets for the week, way above my early estimates on Sunday. By comparison, Death At A Funeral had 1,621 tweets on its Thursday before release and an almost identical tweet total. Couple things here though, the film plays much better to the young female core of Twitter which will no doubt hike its ratio, in addition, this is the first romantic comedy targeted at younger audiences I've tracked with such a simple name to search for, something which will no doubt boost its ratio. As such I'm going to raise its ratio estimate up to 1,200 and a $4.15 million Friday, $12 million weekend.

Lastly, The Losers continued to flounder as it managed only 841 tweets on Thursday, giving it 2,338 for the week. By comparison Green Zone had 1,324 tweets its Thursday before release, and 3,250 for the full week. Armored had 453 Thursday and 1,054 for the full week. It came in at 25% positive, 6% negative for the week (Oceans was 50% positive, 3% negative, The Back-up Plan was 26% positive, 4% negative) which are also far from stellar. Now the tweet positive and negative percentages is a new stat I have at my disposal for this week which means I don't have empirical evidence as yet that it is correlated to ratio, just a hunch. I'm going to go ahead and predict a 500 ratio here, and $4.6 million Friday, $12.5 million for the full 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.)

alltweets041610.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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NEW YORK - At one of the premiere specialty film festivals, the 2010 Tribeca Film Festival, AMC Theatres(R) (AMC) announced the launch of a new initiative designed to advance and expand its guests' interest in independent film. AMC independentTM (AMCiTM) will provide guests with the best independent films and target interested guests through unique promotions and other customized marketing efforts.

"AMCi is our renewed commitment to providing independent film to our increasingly diverse audience," said Bob Lenihan, president of programming for AMC. "We intend to amplify our pledge of bringing these stories to our guests through direct partnerships with independent filmmakers and through film festival participation and promotion, in a more significant way than we have in the past."

Examples of what guests can expect from the AMCi program are evident in the added benefits for each of the following films:

"La Mission" (Screen Media Films) - Film produced by and starring Benjamin Bratt and directed by his brother, Peter Bratt:
• Film's wide release date is April 30; AMC will receive an exclusive AMCi online callout by Benjamin Bratt
"Babies" (Focus Features) - Documentary featuring the lives of four babies from different cultures around the world
• Opens on May 7 (Mother's Day weekend); AMC will be offering a Mother's Day card and photo frame giveaway at select theatres on Saturday, May 1.
"Holy Rollers" (First Independent Films) -Jesse Eisenberg stars in a fact-based story of a young Hasidic man who was lured into the world of international drug trafficking in the late 90s.
• Opens on May 21; AMC will feature exclusive interviews from the movie's stars on AMCTheatres.com and on AMC's Facebook page

This initiative is wholeheartedly welcomed by distribution partners and industry influencers alike.

"Now more than ever before, the landscape for distribution of specialized film is thriving thanks to AMC's efforts to develop programs like AMC Independent," said Tom Bernard, co-president and co-founder of Sony Pictures Classics.

To help drive the AMCi initiative, AMC added Nikkole Denson-Randolph to its associate roster. Denson-Randolph, vice president, specialty and alternative content, will work closely with distributors and filmmakers to ensure AMC is supporting each film in a way that reaches its intended audience and ultimately elevates interest in each title and the genre.

"AMCi is, in the opinion of Focus Features, a welcome theatrical development for our films to utilize during their releases, said Jack Foley, president of theatrical distribution for Focus Features. "AMCi is a beneficial program for other specialized distributors and for specialized film makers as well. The biggest winner from the AMCi program, however, is the moviegoer who will have convenient access to alternative film programming in many markets throughout the country.

"Ultimately, AMCi will nurture and develop greater specialized film sensibilities among its present patrons; increase specialized film patronage; and simultaneously grow specialized box office results nationally: great achievements to expect from AMCi," Foley added.

For a listing of upcoming titles and participating theatres, please click here. Filmmakers with unique feature-length content can also explore AMC-centric distribution at the website.

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Source: Deadline Hollywood

While little is known about the plot of Sacha Baron Cohen's latest endeavor, the idea of having the rights to any project from the creator of Borat caused a heated battle among the major studios. Paramount won.

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Cohen is teaming with Seinfeld writers/producers Alec Berg, Jeff Schaffer, and David Mandel. The trio also serves as executive producers on Curb Your Enthusiasm.

All that is really known at this time is that there's a character in the film who tends goats.

Cohen last appeared in Bruno, which raked in nearly $140 million worldwide. The actor has also done voice on the two Madagascar films.

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Total tweets for April 23rd Openers

Oceans had 774 tweets reference it on Wednesday, bringing its total for the week to 1,467. Since it opens today it is no doubt going to be a tricky call for the weekend due to lack of direct comparisons and it being the first Thursday opener I've tracked. As I said on Sunday, it should appeal to a pretty broad spectrum of people, but likely slanting slightly to women. The Thursday opening will also push its ratio down somewhat than if it were opening on Friday. All things considered we should be looking at a ratio of around ~500 and $3 million on its opening day.

The Back-up Plan came in with a very solid 1,286 tweets yesterday, bringing its week tally to 2,912 so far. By comparison When In Rome had 595 tweets its Wednesday before release, Leap Year had 344, Death At A Funeral had 1,273 and She's Out of My League had 645. Looking very rosy indeed here, but there is one thing I overlooked on Sunday which will set this apart from many others in the genre and that is its title. Due to its pretty unique name it's very easy to capture a very large percentage of its tweets ("the Back-up Plan" OR "the Backup Plan" OR "the Back up Plan"). With that in mind it has a great deal in common with Death At A Funeral which secured a ratio of close to 900. As such I'm going to push my ratio prediction up to 900 here as well and go ahead and predict a $4.5 million Friday and $13 million for the weekend.

Lastly, The Losers has really "insert overused pun here" this week, and Wednesday was no exception as it secured 692 tweets, giving it 1,497 on the week. By comparison Green Zone had 878 tweets its Wednesday before release, and Armored had 246. Yes the film does have a pretty restrictive search string because of its generic name ("The Losers" movie OR saldana OR chris OR evans OR morgan OR poster OR screening OR see OR watch) but still, these numbers are pretty poor. I don't think it will come in as low as Armored's 431 ratio but something in the range of 500 could be in order putting it ~$5 million territory for Friday and $13.5 million for the weekend.

Check back tomorrow to see the Thursday numbers and the final weekend predictions. Follow @AlexBOXOFFICE on Twitter for additional updates.

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

alltweets041610.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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