Total tweets for April 30th Openers

As expected, A Nightmare On Elm Street started with a bang and 2,318 tweets on Monday which equated to 7% of the total Twitter buzz for all films opening in the next 4 months. By comparison, The Crazies had 836 tweets its Monday before release, Shutter Island had 1,830, and Saw VI had 1,172. Of those 2,318 tweets, 444 were positive (19.15%) and 204 negative (8.80%). This is not the type of film to be overly swayed by negative buzz so it really should have little impact on its chances. Horrors tend to have very large Thursdays thanks to midnight showings and as such their Monday to Thursday multiplier is usually in the region of 7+ and with the added hype here I wouldn't be surprised if it ended up above 8. As such, these early numbers seem to indicate a total number of tweets in the region of 19,000 - 21,000 by end of day Thursday. With an expected ratio of ~1,250 that should be good for a ~$16 million Friday.

Furry Vengeance started with stark contrast from the above and a slim 233 tweets which mapped to 0.7% of the total Twitter buzz for all films opening in the next 4 months. By comparison, The Spy Next Door had 261 tweets its week before release, and The Tooth Fairy had 283. Of those 233 tweets it managed to secure, 35 were positive (15.02%) and 23 negative (9.87%). Really not a pretty picture to start the week with and the poor positive/negative numbers won't help things. At this point a week total in the region of 1,800 to 2,000 seems likely. I expect its ratio to come in around ~650 so a Friday in the vicinity of $2.75 million appears likely.

Check back tomorrow to see the Tuesday numbers and more comparisons. 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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Source: THR

Paramount is now developing a third installment in The Ring franchise for a 3D release. Gore Verbinski (Pirates of the Caribbean) directed the the original, while director Hideo Nakata handled the sequel (Nakata had previously helmed the Japanese version, Ringu 2). Neither appear to be returning for this project. David Loucka will pen the screenplay.

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Horror flicks lend themselves quite well to 3D. Despite the fact that it opened during a crowded weekend in January 2009, My Bloody Valentine 3D was able to rake in more than $50 million domestically without the help of major stars or the benefit of being part of an established franchise.

The Ring Two was able to rake in $160 million worldwide when it opened in 2005.

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LOS ANGELES, CA, April 26, 2010- IMAX Corporation (NASDAQ: IMAX; TSX: IMX) today announced that industry veteran Mark Zoradi will begin working for the Company as a non-executive strategic advisor effective April 12, 2010. Based in Los Angeles, Mr. Zoradi will be available to advise on key issues in all areas of the Company, including film acquisition, distribution and marketing, as well as studio and exhibitor relationships.

Mr. Zoradi is a 30-year veteran of the motion picture industry. Prior to joining IMAX, Zoradi served as President, Walt Disney Motion Pictures Group. During his nearly three decades at Disney, Zoradi worked in the television, home entertainment and film divisions and most recently served as president of the studio's motion picture group, overseeing worldwide marketing and distribution. Zoradi started his Disney career as marketing coordinator for Walt Disney Home Video in 1980 at ground zero of the home entertainment boom. He next became marketing director for the Disney Channel, which was also in its infancy at the time. He segued into domestic theatrical distribution as director of sales for Buena Vista Pictures Distribution in the mid-80s and also held the position of senior vice president and general manager of Buena Vista Television from 1987-1992. Earlier this month, Zoradi joined the Board of Directors of newly formed Rave Cinemas, LLC, now the United States' fifth largest theater exhibition chain.

"The IMAX network continues to expand around the globe, and Mark's industry insight and expertise will no doubt help us further establish ourselves as a critical distribution platform for event titles," said IMAX CEO Richard L. Gelfond. "We welcome Mark to IMAX at an exciting time for the Company and believe his enthusiasm for the organization is a real testament to the opportunities ahead."

Greg Foster, Chairman and President of IMAX Filmed Entertainment added, "Mark and I have worked closely together as the relationship between IMAX and Disney developed and expanded. I am confident that Mark's knowledge and experience working with a thriving global entertainment company, combined with his unique understanding and approach, will be a big asset to IMAX, and I look forward to officially welcoming him to the IMAX family."

"IMAX is an incredible brand with a distinct and important position in the overall distribution strategy of nearly every major studio," Mr. Zoradi added. "I look forward to this exciting opportunity, and to being a member of the IMAX team as the Company continues to deliver The IMAX Experience® to more audiences around the world."

Zoradi holds an MBA in Marketing and Finance from UCLA's Graduate School of Management and a BA in Economics and Sociology from Westmont College. He is a member of the following organizations: Board of Trustees at Westmount College; Board of Directors of Providence St. Joseph Medical Center and Los Angeles Regional Young Life. In November of last year, Zoradi received the Louis B. Mayer motion picture business leader of the year award from his alma mater, the UCLA Anderson School of Management.

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Two new wide releases open this upcoming week at the Box Office: A Nightmare On Elm Street and Furry Vengeance.

A Nightmare On Elm Street had 4,293 tweets on its lead-up frame last week. That's a massive number, by far the most I've seen for a horror since last September. By comparison, The Crazies had 2,122 tweets its week before release, Shutter Island had 3,594, and Saw VI had 1,392. There is no question that its ratio is going to be above 1,000 given the genre and appeal of the film to the Twitter core, which are quite horror-starved of late. I'm also using a pretty basic search string of "A Nightmare On Elm Street" which will grab a huge percentage of the relevant tweets. All of this points to a ratio of ~1,250. With an expected tweet count in the region of 20,000+, an opening day in the mid to high teen millions should be possible.

Furry Vengeance had 948 tweets last week in its lead-up frame. By comparison, The Spy Next Door had 376 tweets its week before release, and The Tooth Fairy had 1,247. The film came in at 18% negative for the week which is pretty high, and roughly 20% positive which is a ways below average (usually around 25%), especially for its genre. Nightmare On Elm Street by comparison was 22% positive / 15% negative, not that reviews are going to be a huge addition or subtraction for it since its audience is pretty much inbuilt. With this in mind Vengeance should come in with a ratio of 600-700 from 2,000 - 2,500 tweets. ~$3 million Friday might be in store.

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.)

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 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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