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By Alex Edghill

Thursday Morning Update: Lucy had a solid 22% bump to 6,142 tweets on Wednesday, up from 5,038 on Tuesday. In addition, its 938k fans on Facebook by the end of the day make it one of the most liked original concepts of the last 5 years. This staves off any doubts I was having about it yesterday and really sets a path towards a very strong opening. By comparison, 3 Days To Kill had 1,293 tweets and 78,489 likes its Wednesday before release, Hanna had 1,060 tweets and 60,774 likes, Transcendence had 4,252 tweets and 157,532 like, and Edge Of Tomorrow which had 14,541 and 410,380 likes. Looking to Facebook is something I have tried to incorporate more into my commentary in recent times and it seems especially applicable for films such as this with common titles which are difficult to track on Twitter. Overall its numbers are very strong, especially on Facebook and we believe that it will ride this all the way to $38 million on the weekend, thus becoming one of the biggest successes of the Summer. With a budget of only $40 million and strong oversea potential this has a shot at turning a serious profit in the months to come. Though critically acclaimed, director Luc Besson has never had a break out success while he has been behind the camera with his previous best opening and total being $17 million / $64 million for The Fifth Element. Lucy is about to redefine his financial successes as a director. 

Hercules finally showed an increase as it rose 27% to 11,016 tweets on Wednesday, up from 8,648 tweets on Tuesday and breaking a string of two successive days of decline to begin its release week. By comparison, The Legend Of Hercules had 1,330 tweets and 628,678 likes its Wednesday before release, Pompeii had 3,091 tweets and 150,997 likes, while 300: Rise OF An Empire had 9,533 tweets and 11.4 million likes (yes they piggy-backed off the page from the first movie so had a huge head start). While it has the weight of The Rock, Brett Ratner, and $110 million in budget under its belt it hasn't managed to really take off via social media as I would have expected for a Summer blockbuster tent pole. We are predicting $21 million for it over the weekend which, though much better than Legend Of Hercules and Pompeii, has got to go down as one of the bigger disappointments of the Summer.  

Twitter Top 15 Movies for Wednesday July 23rd

Rk Film Tue Wed Week Tue-Wed %
1 (+3) If I Stay 17,253 57,792 82,386 234.97%
2 (-1) Guardians of the Galaxy 30,606 23,619 80,741 -22.83%
3 (-) 22 Jump Street 18,466 17,712 44,620 -4.08%
4 (+3) The Hunger Games: Mockingjay Part 1 11,499 16,171 33,442 40.63%
5 (+3) Fifty Shades of Grey 10,994 14,984 36,366 36.29%
6 (-) The Purge: Anarchy 13,000 13,260 43,603 2.00%
7 (+9) The Hobbit: The Battle of the Five Armies 2,662 12,991 18,357 388.02%
8 (-3) Dawn of The Planet of The Apes 14,797 12,664 49,321 -14.42%
9 (-) Hercules (2014) 8,648 11,016 29,106 27.38%
10 (-8) Transformers: Age of Extinction 19,335 9,102 38,953 -52.92%
11 (+3) Avengers: Age of Ultron 4,526 8,954 17,100 97.83%
12 (+1) Lucy 5,038 6,142 16,200 21.91%
13 (-2) Step Up All In 5,260 4,654 14,921 -11.52%
14 (-4) Maleficent 5,420 4,318 14,381 -20.33%
15 (-3) Teenage Mutant Ninja Turtles (2014) 5,196 3,915 12,166 -24.65%

Please check the methodology page for information about our Twitter project or here for historic data.

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By Daniel Garris

Fox's Dawn of the Planet of the Apes led the way on Tuesday with $5.08 million. The critically acclaimed 3D sci-fi action sequel has now led the daily box office for eleven of the past twelve days. Dawn of the Planet of the Apes was up 21 percent over Monday and down a respectable 47 percent from last Tuesday. The twelve-day total for Dawn of the Planet of the Apes stands at $148.49 million. That is ahead of pre-release expectations and places the film an impressive 32 percent ahead of the $112.34 million twelve-day take of 2011's Rise of the Planet of the Apes.

Universal's The Purge: Anarchy held steady in second place with $3.56 million. The sequel to last year's break-out horror film was up 7 percent over Monday. While that represented the day's poorest daily percentage hold among wide releases, it also represented a far stronger first Tuesday hold than that of last year's The Purge (which fell 19 percent on its first Tuesday to gross $2.69 million). With a five-day start of $36.70 million, The Purge: Anarchy is now running just 8 percent behind the $40.06 million five-day take of The Purge.

Planes: Fire and Rescue took in $2.33 million to remain in third. The modestly budgeted computer animated sequel from Disney was up a healthy 26 percent over Monday. Planes: Fire and Rescue has grossed $21.69 million through five days. That is a bit below expectations and is 22 percent softer than the $27.81 million five-day take of last year's Planes. Planes: Fire and Rescue will hope to hold up well going forward due in part to the limited amount of options for family audiences throughout the rest of the summer.

Sony's Sex Tape placed in fourth with$1.97 million. The comedy starring Cameron Diaz and Jason Segel finally showed some signs of stabilizing as it was up 27 percent over Monday. Sex Tape has grossed a significantly poorer than expected $18.13 million through five days of release. That places the film a very disappointing 54 percent behind the $39.53 million five-day start of 2011's Bad Teacher.

Transformers: Age of Extinction rounded out Tuesday's unchanged top five with $1.44 million. The fourth installment of Paramount's sci-fi action franchise was up 23 percent over Monday and down 44 percent from last Tuesday. Transformers: Age of Extinction has grossed $229.62 million through 26 days. That currently ranks the film as the fourth highest grossing release of 2014 thus far domestically and the film will soon pass by X-Men: Days of Future Past to move into third place.

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marcustheatres.pngLucky 500,000th Member Receives Special Reward

MILWAUKEE--(BUSINESS WIRE)-- Marcus Theatres® , a division of The Marcus Corporation (NYSE:MCS), announced today that membership in its Magical Movie RewardsTM program has reached 500,000. With theatres in seven states, achieving this milestone in less than four months is a testament to customer enthusiasm for this user-friendly program.

"Our loyal customers are at the heart of the Marcus brand," said Rolando Rodriguez, president and chief executive officer for Marcus Theatres. "We are excited about the pace at which Magical Movie Rewards is growing and are ready to turn memberships into stronger relationships through greater customer engagement."

As a way to recognize the 500,000th member, Marcus Theatres awarded the lucky winner 10,000 points, which is the equivalent of $500. The winning transaction occurred at the Marcus Parkwood Cinema in Minnesota, at the concessions counter. The $500 award has already been loaded to the winner's loyalty card and can be used throughout Marcus Theatres.

Guests can register for the loyalty program one of two ways: 1) Selecting Magical Movie Rewards using the Marcus Theatres mobile app downloadable at the App Store for iPhone® or at Google Play for Android phones or 2) by getting a card at the box office and registering online. Once registered, members earn points, which are translated into reward dollars redeemable at the box office, concession counters or at the many Marcus Theatres' food and beverage venues. These include Big Screen Bistros which provide in-theatre guest dining, Take Five℠ Lounges with full-service bars and chef-inspired menus, plus Zaffiro's® restaurants and Zaffiro's® Express outlets with Thincredible® pizzas - and lots more.

Members of the Magical Movie Rewards program receive additional benefits, including no fees for online or mobile ticketing; exclusive screening opportunities; and unique concessions offers.

"Our goal for the loyalty program is twofold - quantity AND quality," said Rodriguez. "In addition to doubling enrollment in 2015, we want to have one of the most customer-engaging rewards programs within the industry."

Customized and targeted communication to loyalty members will be an important part of the next phase of the program. By partnering with Movio, a global leader in marketing data analysis and campaign management for the cinema industry, Marcus Theatres can achieve this level of customization. Movio's software provides insight into customer preferences, attendance habits and general demographics, which helps deliver an enhanced film-going experience to members of the loyalty program.

Marcus Theatres continues to innovate with the Magical Movie Rewards program; signature food and beverage concepts; and the UltraScreen DLXTM (Dream Lounger eXperience) auditoriums, which combines massive screens, immersive Dolby® AtmosTM sound and comfortable DreamLounger℠ recliners. The investment in these amenities helps provide the best moviegoing experience within the industry.

About Marcus Theatres

Marcus Theatres® , a division of The Marcus Corporation (NYSE:MCS), is the fifth largest theatre circuit in the United States and currently owns or operates 685 screens at 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio. For more information, please visit www.marcustheatres.com and follow the company on Facebook and Twitter (@Marcus_Theatres).

About The Marcus Corporation

Headquartered in Milwaukee, Wisconsin, The Marcus Corporation is a leader in the lodging and entertainment industries, with significant company-owned real estate assets. In addition to its Marcus Theatres division, the company's lodging division, Marcus® Hotels & Resorts , owns and/or manages 19 hotels, resorts and other properties in 10 states. For more information, visit the company's web site at www.marcuscorp.com .

About Movio

Movio (www.movio.co ) is the global leader in marketing data, analysis, insights and campaign creation and management for theatrical exhibitors and distributors. Working with cinema exhibitors and distributors in six regions worldwide, Movio maintains real-time, authoritative data on the loyalty activity and transactions of over 26 million customers. Website: www.movio.co Twitter: @MovioHQ LinkedIn: www.linkedin.com/company/movio

 

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By Alex Edghill

Wednesday Morning Update: Hercules stumbled significantly for the second day in a row on Tuesday as it ended up with 8,648 tweets, down 8% from 9,442 tweets on Monday. Coming on the heels of its 13% dip on Monday this is definitely not the most heartening of developments and just about cements its status as an underperformer on the weekend. Sure $20 million plus is in play but with a budget of over $110 million plus prints and advertising and the tentpole tag being applied to it by Paramount and MGM this is hardly a satisfying number for its backers even if it doubles its numbers internationally. By comparison, The Legend Of Hercules had 971 tweets its Tuesday before release while Pompeii had 2,134 tweets and 300: Rise OF An Empire had 5,022 tweets. The overall numbers are still quite hefty but with consistent falls over the last few days and the fact that Dwayne Johnson commands more attention on Twitter than any of my three comparison means that I discount it heavily.

Lucy had the slightest of bumps on Tuesday as it rose a handful of tweets to 5,038, up from 5,020 on Monday. I'm not as concerned with this tiny rise since it had a healthy jump on Monday and has been ramping up nicely in the past weeks. By comparison, 3 Days To Kill had 1,293 tweets its Tuesday before release, while the similarly restrictively titled Hanna had just 927. Despite having easier to search strings, other valid comparisons (*nod to PJEDWARDS*) include Transcendence which had 1,936 tweets its Tuesday before release and Edge Of Tomorrow which had 14,541. Despite the lower numbers this is looking good to win the weekend based on its title-handicap, its trajectory and recent comparisons. I'd say $25 million plus should be assured but I'd like to see its growth tomorrow before locking in as another tiny increase or even fall would spell trouble.

Top 15 Movies for Tuesday July 22nd

Rk Film Mon Tue Week Mon-Tue %
1 (-) Guardians of the Galaxy 26,516 30,606 57,122 15.42%
2 (+3) Transformers: Age of Extinction 10,516 19,335 29,851 83.86%
3 (+5) 22 Jump Street 8,442 18,466 26,908 118.74%
4 (+6) If I Stay 7,341 17,253 24,594 135.02%
5 (-3) Dawn of The Planet of The Apes 21,860 14,797 36,657 -32.31%
6 (-3) The Purge: Anarchy 17,343 13,000 30,343 -25.04%
7 (+4) The Hunger Games: Mockingjay Part 1 5,772 11,499 17,271 99.22%
8 (-2) Fifty Shades of Grey 10,388 10,994 21,382 5.83%
9 (-2) Hercules (2014) 9,442 8,648 18,090 -8.41%
10 (+4) Maleficent 4,643 5,420 10,063 16.73%
11 (+2) Step Up All In 5,007 5,260 10,267 5.05%
12 (+5) Teenage Mutant Ninja Turtles (2014) 3,055 5,196 8,251 70.08%
13 (-1) Lucy 5,020 5,038 10,058 0.36%
14 (+1) Avengers: Age of Ultron 3,620 4,526 8,146 25.03%
15 (+1) Before I Go to Sleep 3,408 3,134 6,542 -8.04%

Please check the methodology page for information about our Twitter project or here for historic data.

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