Saturday Afternoon Update: Despicable Me shocked just about everyone in the industry (including its own Studio no doubt) as it grossed $21.69 million on Friday. This led to a Twitter ratio of 799, which was way above my prediction of a $13 million Friday. Despite all of its buzz the film actually played out much more similarly than I thought it would to Shrek Forever After and How to Train Your Dragon's ratios of 486 and 574 respectively. Toy Story 3 was first to do it, then Universal followed suit to prove that when your core audience are very young, that doesn't mean you shouldn't have a very aggressive online campaign, something which both did very well. This will go down is one of the biggest positive surprises of the year, perhaps second only to Alice In Wonderland's massive opening in March. Look for it to secure $59 million by the end of the weekend.
While it didn't take off like Despicable Me, Predators also had a very solid opening day with an estimated $10.45 million. This gave it a ratio of 1,629 from its 17,027 tweets, close to my predicted Friday gross of $9 million. As predicted its International same day opening in quite a few territories pushed its ratio up from the otherwise expected ~1,000 range. The film is on course for a $25 million weekend before fading fast as is usual with the genre and in light of next week's batch of films which squarely target its demo of young males.
Check back tomorrow for a full preview of next week's openers: Inception and The Sorcerer's Apprentice. Follow @AlexBOXOFFICE on Twitter for additional updates.
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