Boxoffice - March 2016
The Official Magazine of the National Association of Theatre Owners
The Official Magazine of the National Association of Theatre Owners
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
JASON BOURNE<br />
1 (Tie) JASON BOURNE<br />
X-MEN: APOCALYPSE Avg. Rank: 2.33<br />
Jason Bourne and X-Men: Apocalypse tied for the<br />
top overall rank across Twitter, Facebook, and Ad Meter<br />
results. The first three films in the Bourne franchise<br />
built upon each other and culminated in the massive<br />
success that was The Bourne Ultimatum, which earned<br />
over $225 million in North America and $442 million<br />
worldwide back in 2007. With Matt Damon<br />
stepping away from the franchise, however, and<br />
with Jeremy Renner running its first non-Ludlum<br />
sequel, it produced a solid if unspectacular<br />
$113 million total gross. This time around for<br />
Jason Bourne, the fifth film in the series, both<br />
THE BIG GAME TRAILERS<br />
Damon and director Paul Greengrass are back, and<br />
those at Universal are no doubt hoping for a return to<br />
form for the dynamic duo. Bourne gained a reputation<br />
after its initial three films as being a modern James<br />
Bond, beating the Brit in terms of spy craft and grittiness.<br />
Since then Bond has moved significantly forward<br />
thanks to Daniel Craig’s performances, but don’t<br />
be surprised if Jason Bourne goes through another<br />
transformation to once again challenge Bond for the<br />
coolest-spy-in-Hollywood moniker. Its performance in<br />
the wake of its Super Bowl spot on social media and<br />
Ad Meter points to big things, considering the film<br />
should do very well with older crowds who are not<br />
necessarily the biggest users of Twitter/Facebook.<br />
X-Men: Apocalypse shared the top billing<br />
with Bourne as it led all tweets and likes of the<br />
Super Bowl films before falling to fifth among<br />
the Ad Meter results to bring its average<br />
down. The franchise is booming at present,<br />
and with the rebooted franchise building<br />
steam since X-Men: First Class opened back<br />
in 2011, this should continue the upward trend<br />
of openings in the series. By comparison, last year<br />
Jurassic World led all Super Bowl trailers with 59,327<br />
tweets and an Ad Meter rating of 5.62. Its Facebook<br />
like increase was only 9,015 though, and that put it<br />
in fifth place among the eight films that aired trailers<br />
during the game.<br />
X-MEN: APOCALYPSE<br />
THE JUNGLE BOOK<br />
SOCIAL MEDIA<br />
3 THE JUNGLE BOOK Avg. Rank: 3.33<br />
The Jungle Book managed to finish in the third<br />
spot among all films despite its target audience of<br />
young kids and families, traditionally a demographic<br />
that gives a poor showing online. For instance, last<br />
year Minions finished fifth of eight in Super Bowl<br />
films and went on to be the sixth-highest-grossing<br />
film of the year and third highest among<br />
those that aired trailers during the game. The<br />
film is a live-action remake of the classic Disney<br />
movie from 1967, so it is very familiar to<br />
a wide demographic, if not appealing. The spot<br />
hints at a successful box office run.<br />
26 BoxOffice ® MARCH <strong>2016</strong>
Change language