Total tweets for April 16th Openers

Death At A Funeral started the week with 855 tweets on Monday. By comparison, Why Did I Get Married Too had 1,059 tweets on its Monday before release, Our Family Wedding had 293 and Cop Out had 497. This is a very strong showing for the film and indicates a Monday to Thursday tally in the region of 4,300 - 4,600. Married Too, Family Wedding and Cop Out managed ratios of 824, 918 and 467 respectively. Funeral should be able to perform closer to Cop Out since it is less of a chick flick and more of a comedy which should suppress its ratio somewhat. I'd say to expect a ratio of around 575 which would lead to a Friday of around $7.5 million.

Kick Ass started the week with a bang and 1,743 tweets. No real surprise there considering its buzz coming into this week. By comparison, Ninja Assassin had 1,057 tweets its Monday before release, Hot Tub Time Machine had 1,299. As I mentioned yesterday there is an added spanner in the works for this film in that it is already in release in the UK and more territories which has really supercharged its performance on Twitter. Two things which we can use to normalize this is to compare it to other films which had similar release patterns and also to look at its daily increases this week as it open in North America. We should be looking at a week total in the region of 11,000 to 12,000 here and a ratio in the region of ~1,000 which should afford it a $10 million Friday opening.

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.)

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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NEW YORK - Today, the Cinema Advertising Council (CAC) industry trade association revealed findings from the 2009 "NewMediaMetrics 360 Cross Platform Study" - a study that links Emotional Attachment (EA) of consumers to brands in key categories to media across multiple media types and properties.

The value of cinema compared with other broad media platforms was illustrated in an announcement made today by Michael Chico, President and Chairman of the CAC.

The NewMediaMetrics 360 Cross Platform Study is a syndicated industry-wide study that helps marketers identify consumers who are emotionally attached to measured brands and then create the optimal strategic messaging and media mix in order to reach these targets. The 2009 study had a base of over 3,000 persons 13-54 who ranked their EA to brands and media on an 11-point scale (where 9 or 10 = "Emotionally Attached"). Media measured included television, magazines, newspapers, the Internet, radio, cinema and non-cinema out-of-home (OOH) media (including health clubs, doctors offices, billboards, bus shelters, sports arenas, etc.).

Highlights from the study include:

• 44.5 percent of Health & Beauty consumers (i.e., consumers surveyed who used products from this category within six months of the study) are emotionally attached to the movies, compared with 29.6 percent for television, 21.2 percent for radio and 20.6 percent for magazines.

• 43.9 percent of Consumer Packaged Goods & Foods category consumers are emotionally attached to the movies, compared with 28.9 percent for television, 20.5 percent for radio and19.2 percent for magazines; and

• 43.3 percent of QSR/Casual Family Dining category consumers are emotionally attached to the movies, compared with 28.4 percent for television, 20.1 percent for radio and 18.8 percent for the Internet.

Several individual brands were measured as a part of this research, in the above as well as within the Apparel, Electronics and Entertainment categories.

"The emotional attachment that consumers have to the cinema environment further emphasizes the value that marketers achieve by associating their brands with the movies" says Mr. Chico. "NewMediaMetrics' unique methodology and insight is a great tool for advertisers and agencies trying to figure out how to get the most value out of their overall media budgets."

Another key finding: the movies have a higher EA rating (41.5 percent) than watching major televised sports and entertainment events. These include the Super Bowl (39.7 percent), Summer Olympics (26.3 percent), World Series (22.8 percent), Oscars (16.1 percent) and GRAMMYs (15.1 percent).

"Over the past 10 years, Emotional Attachment has been proven to be a predictive means of measuring consumer product purchasing and media behavior by applying academic principals to marketing and media," said Gary Reisman, Principle NewMediaMetrics, Inc. "On a brand by brand basis, different media are more effective at reaching a brand's high-value targets (those targets that represent the lion's share of revenue for that brand). NMM helps marketers identify and prioritize the cross-platform media that have a high concentration of high-value prospects.

"Consumers are highly attached to the movies and they went to the cinema in record numbers in 2009. Our study shows that movies are a powerful part of the media mix and an excellent way for brands in key categories to connect with customers."

This is the CAC Research Committee's first announcement of 2010, with additional research planned for later this year. Last year, in addition to its annual revenue report, the CAC issued a study conducted by Integrated Media Measurement Inc. (IMMI) which showed that, when combining television and cinema in an ad campaign, the consumer conversion rate was more than double when compared to a television buy alone, with double the lift and increased incremental reach.

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IMAX Corporation (NASDAQ: IMAX; TSX: IMX) today announced that Gaumont Pathé Movie Theatres (EuroPalaces), the leading exhibitor in France and one of the most prominent exhibitors in Europe, has signed an agreement to install four new IMAX digital theatre systems at premier EuroPalaces locations in Paris/Périphérie, and three regional cities throughout France.

The new locations will be structured as joint ventures between IMAX and the exhibitor, with each location scheduled to be installed at the end of June 2010.

The deal was signed following the success of EuroPalaces' Gaumont Disney Village IMAX theatre in Paris, which was recently upgraded with an IMAX digital projection system, as well as the success of the exhibitor's three IMAX joint venture theatres in The Netherlands which operate under the Pathé theatre circuit in the cities of Amsterdam, Rotterdam and Eindhoven. With these four new theatres, EuroPalaces will operate a total of eight IMAX theatre systems with three in The Netherlands and five in France.

Richard L. Gelfond, Chief Executive Officer of IMAX, made the announcement at a press conference this morning in Paris at the Ritz Paris.

"Our IMAX theatres in France and The Netherlands have increased admissions in each of the complexes where they are located, demonstrating firsthand that consumers are seeking out The IMAX Experience as the best way to see a movie," said Franck Lebouchard, Managing Director of EuroPalaces. "It is clear to us that there is a strong demand for The IMAX Experience in France, particularly with the new catalog of movies (Harry Potter, Avatar, Alice in Wonderland)."

"We are pleased to be expanding our partnership with EuroPalaces, one of the most prominent and respected exhibitors in Europe, which increases our availability to consumers, provides a larger platform for great films and builds on the momentum and the overall growth of the IMAX network in the region," said Mr. Gelfond. "Our digital projection system continues to gain traction worldwide, and we believe EuroPalaces' increasing stake in the IMAX business will fuel even more interest from other exhibitors in other markets
in Europe and around the world. We're looking forward to continued success with them as we enter this joint venture partnership and expand our relationship."

"Gaumont and Pathé are brands that are associated with top-notch multiplexes, which makes them an ideal joint venture partner for IMAX," added Julian Stanford, IMAX's general Manager Theatre Development for Europe, Middle East and Africa. "We're both committed to delivering the best movie experiences and with these new locations more people in France will be able to experience the world's greatest movies in the most powerful and immersive way."

IMAX's digital projection system delivers The IMAX Experience and helps drive profitability for studios, exhibitors and IMAX theatres by eliminating the need for film prints, increasing program flexibility and ultimately increasing the number of movies shown on IMAX screens. The system can run both IMAX and IMAX 3D presentations.

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Burbank, California - GDC Technology ("GDC"), a world leading digital cinema solution provider, announced today an exclusive server deal with Starplex Cinemas, a leading US cinema chain based in Dallas, Texas. The agreement involves the deployment of 99 GDC servers and installation has been scheduled to commence in Q2 of this year. As part of Cinedigm's Phase 2 digital cinema deployment program, GDC servers will be integrated with Series 2 DLP Cinema® projectors supplied by Barco. Participating theatres will become part of Cinedigm CertifiedTM digital cinema network.

As a chain operator that runs a traditional cinema business, Starplex Cinemas currently operates 21 theatres with 208 screens in the states of Texas, Oklahoma, Washington, Florida, Indiana, Illinois, Ohio and California. With new theatres soon to be added in Kingwood and Lake Worth, Texas, the total number of screens will reach 236 this year. Steve Holmes, CEO of Starplex Cinemas, remarked: "Starplex Cinemas is pleased to announce our partnership with GDC Technology. Starplex went through an extensive testing period with GDC Technology and feels confident it will support the current and future demands of digital projection. We will introduce GDC Technology in 9 of our current locations, and we look forward to our future success with the implementation of GDC."

Bill Knight, Director of Construction and Technical Services for Starplex Cinemas, said: "It is a great pleasure to announce GDC as our digital server provider. GDC is a leader in the digital server field and are consistently making cutting edge technological advances. We have been through a thorough trial period and GDC has been proactive in resolving any issues. I feel confident it will be a seamless digital deployment now and in the future. Thanks to Annie Wang and Paul Marcot, we have gained the upmost confidence in not only the GDC product, but also the GDC team."

"This partnership with Starplex Cinemas represents a major step forward in growing GDC's presence in the US market," said Dr. Man-Nang Chong, founder and CEO of GDC Technology. "We are delighted that after an extensive test trial, Starplex Cinemas gave us the thumbs up and chose GDC for their digital cinema deployment. GDC is fast gaining traction in North America and we are confident we will maintain this momentum as more exhibitors here begin to realize GDC's many advantages over others."

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Beverly Hills, California - RealD Inc. ("RealD"), a leading global licensor of 3D technologies, announced that it filed a registration statement on Form S-1 with the U.S. Securities and Exchange Commission ("SEC") for a proposed initial public offering of its common stock. The shares in the offering will be offered by RealD and certain selling stockholders. RealD intends to apply to list its common stock on The New York Stock Exchange under the ticker symbol "RLD."

J.P. Morgan Securities Inc. and Piper Jaffray & Co. will act as joint book-running managers for the proposed offering. The offering will be made only by means of a prospectus. When available, copies of the preliminary prospectus relating to the offering may be obtained from J.P. Morgan Securities Inc.; J.P. Morgan, c/o Broadridge Financial Solutions, 1155 Long Island Avenue, Edgewood, New York 11717, or by calling toll-free at 1-866-803-9204; or from Piper Jaffray & Co., Prospectus Department, 800 Nicollet Mall, Suite 800, Minneapolis, Minnesota 55402, telephone: 1-800-747-3924 or by email: prospectus@pjc.com.

A registration statement relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold, nor may offers to buy be accepted prior to the time the registration statement becomes effective. The registration statement on Form S-1 may be accessed through the Securities and Exchange Commission's website at www.sec.gov.

This press release is for informational purposes only and shall not constitute an offer to sell or a solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such an offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

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