'Sex Tape' Struggles To Build Awareness
on July 16, 2014
By Alex Edghill
Wednesday Morning Update: The Purge: Anarchy rose a modest 14% on Tuesday to 10,710 tweets, up from 9,365 tweets on Monday. The Purge had a slight dip on its Tuesday before release but was still over 60k tweets on the day, Paranormal Activity: The Marked Ones had 6,320 tweets, Oculus had 6,240 and Deliver Us From Evil had 6,803. I'm buoyed by its Tuesday numbers and even though the numbers here might be miles below The Purge I recall that the latter fell hugely to 9,808 tweets on its Wednesday before release before rising back up to 41k on Thursday. Such wild swings are very common for films which are trending on social media and have a huge awareness. Great to see the big numbers but without consistent building buzz through release week it always spells a massive ratio aka not as much bang for its buck when it comes to tweets to box office. The slowly building buzz here for The Purge: Anarchy over the last few weeks and its superiority in numbers over all other horrors this year is a very strong sign. While I still don't think it has a $34 million opening in it like the first film it should be able to push the envelope closer to $30 million on its current track.
Planes: Fire And Rescue moved up a spot amongst the new openers as it rose a healthy 174% to 3,073 tweets, up from 1,121 tweets on Monday. The first film had 2,744 tweets its Tuesday before release so the big jump is indeed heartening to see, perhaps this isn't going to be as far off of the original's opening number of $22 million as I had thought. Other recent comparisons include The LEGO Movie which had 14,586 tweets its Tuesday before release, Mr. Peabody And Sherman had 4,950 and The Legends Of Oz: Dorothy's Return had 1,324.
Sex Tape had a disappointing return for Tuesday as it fell 9% to 2,263 tweets on the day, down from 2,475 tweets on the day. As I went over yesterday it has a very difficult title to narrow down tweets for so the low number is not that much of a surprise. However, even if we have a poor search string because of the title it will be consistently poor, so that rises or falls in that number take on a much larger role than the actual numbers of tweets. Still, 8% is not a huge fall and I still think it is looking to top $20 million, but unlike after yesterday's tweet numbers I don't see it contending with The Purge: Anarchy for the top spot.
Top 15 Movies for Tuesday July 15th
|1 (+1)||The Fault in Our Stars||28,056||45,413||73,469||61.87%|
|2 (-1)||Dawn of The Planet of The Apes||36,350||29,751||66,101||-18.15%|
|3 (-)||Transformers: Age of Extinction||17,232||14,598||31,830||-15.29%|
|4 (-)||The Purge: Anarchy||9,365||10,710||20,075||14.36%|
|5 (+2)||Guardians of the Galaxy||6,614||9,047||15,661||36.79%|
|6 (+25)||Big Hero 6||758||8,485||9,243||1019.39%|
|7 (-2)||22 Jump Street||9,085||7,605||16,690||-16.29%|
|8 (-2)||The Hunger Games: Mockingjay Part 1||7,692||6,247||13,939||-18.79%|
|10 (+3)||Step Up All In||3,412||5,616||9,028||64.60%|
|11 (-1)||Before I Go to Sleep||4,558||4,868||9,426||6.80%|
|12 (+10)||Earth to Echo||1,663||4,847||6,510||191.46%|
|13 (-4)||If I Stay||4,596||4,528||9,124||-1.48%|
|14 (+1)||How to Train Your Dragon 2||2,901||3,316||6,217||14.31%|
|15 (+11)||Planes: Fire and Rescue||1,121||3,073||4,194||174.13%|
|21 (-3)||Sex Tape||2,475||2,263||4,738||-8.57%|