Look ahead to next week's new wide release openers: Inception, and The Sorcerer's Apprentice.

Twitter Watch: Preview for 'Inception' and 'The Sorcerer's Apprentice'

on July 11, 2010 by Alex Edghill

For the 6th weekend in a row we will have two new wide openers in Inception and The Sorcerer's Apprentice.

Tweet totals from July 5th to 8th

Date Movie Mon Tue Wed Thu Total
7/16/10 Inception 2,891 5,057 4,585 5,466 17,999
7/16/10 The Sorcerer's Apprentice 279 464 741 510 1,994

Inception has been near the top of all anticipated movies for many weeks now and it is approaching fever pitch coming into its release week. 17,999 is a massive figure for the film, and indeed it is the highest number of tweets for an original film since I started this tracking method. The film is hitting primarily a young male demographic but it has a lot going for it which will see it spillover to younger women and older males as well. Christopher Nolan has built a name for himself as one of the most talented directors and writers in the business, that name alone, coupled with throngs of Batman fans from his films, is a solid draw. Plus, the Inception's trailers have been received amazingly well and critics are already singing its praises. Add in the fact that while it has been a Summer full of disappointments, Inception has been earmarked from way back in May to be a surefire success by many in the industry. It's almost a perfect storm of buzz and timing, a great formula for a massive opening frame.


Date Movie Mon Tue Wed Thu Total
12/18/09 Avatar 1,375 1,651 1,765 3,245 8,036
2/19/10 Shutter Island 862 865 857 1,010 3,594
4/2/10 Clash of the Titans 1,232 1,267 1,209 1,278 4,986
5/07/10 Iron Man 2 9,892 13,644 13,324 19,176 56,036
7/16/10 Inception 2,891 5,057 4,585 5,466 17,999

The above numbers really speak for themselves as the film is way ahead of many other notable films, including Shutter Island which also featured a famous director (Scorcese) and Leonardo DiCaprio. The genre here is much more inviting for a wider audience, but the comparison is still telling and shows the level of anticipation and awareness here is much higher. Its weekend numbers have also been very solid and Friday and Saturday have both been close to 6,000 tweets, this should allow it to hit the ground on Monday with 6,000 tweets+ and rack up over 40,000 by the end of the week. With this level of buzz and the very positive early reviews and word of mouth it is entirely possible that the film might lead the Box Office right through to early August.

Trying not to get dwarfed in the buzz hoopla is The Sorcerer's Apprentice which is trying to hone in on young males who are not interested in the more mature and complicated Inception. Not too much here for younger girls as it can hardly be said that Jay Baruchel is a hearthrob. In an effort to distance itself from Inception the studio bumped it up to Wednesday which it hoped would allow it to standout and perhaps grab some of the business from those awaiting the Nolan film. However, early signs based on buzz seem to indicate that strategy has failed pretty miserably.


Date Movie Mon Tue Wed Thu Total
2/12/10 Percy Jackson and The Olympians 1,152 1,031 1,165 1,455 4,803
3/12/10 She's Out of My League 178 208 255 205 846
3/26/10 Hot Tub Time Machine 732 678 696 943 3,049
4/16/10 Kick Ass 1,288 1,276 1,566 1,788 5,918
5/28/10 Prince of Persia: The Sands of Time 2,594 4,635 5,637 3,394 16,260
6/04/10 Get Him to the Greek 529 776 1,813 874 3,992
6/11/10 The Karate Kid (2010) 4,764 2535 2,078 2,077 11,454
7/01/10 The Last Airbender 1,817 2,182 2,163 2,295 8,457
7/16/10 The Sorcerer's Apprentice 279 464 741 510 1,994

Despite a unique name the film failed to crack 2,000 tweets last week. Yes since its an original script there will be less buzz about it than a sequel or book adaptation (like Percy Jackson for instance), but the fact that it is barely doing double the tweet traffic of She's Out Of My League despite the huge marketing push is telling. The mid-week opening is always tricky to predict but given these low numbers and the relatively last minute move to Wednesday from Friday its safe to say it will have a hard time hitting $4 million on opening day.

Check back Monday to see how the films are both faring and then again on Tuesday for a full analysis of the Monday numbers. Follow @AlexBOXOFFICE on Twitter for additional updates.

Please check the methodology page for information about the project and historic data.

Tags: Inception, The Sorcerer's Apprentice

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