Here you guys want some good content, here ya go.
Well the movie people have been comparing Borat to in regard to crushing the Per Theatre Average and for sheer surprise in overall numbers is Fahrenheit 9/11. This movie amazed people with what it managed to do its opening weekend for a total of $24 Million in around 870 theatres.
Well it expanded the 2nd weekend to 1725 theatres because of its huge success and what did it do, $28 Mill? $32 Mill? $40 Mill? Nope $16.2 for a 33% drop from its opening weekend. Key reasons being the opening weekend theatres just like with Borat were picked based on location, location, location. Will the theatres that this did huge in have normal drops of around 25% to 35% for the 2nd weekend? If so look at $15 to $18 Million coming in from those theatres which were picked for a reason. Will the other 1700 theatres were awareness is low manage a $8000 to $10000 PTA? That number being what most movies wish to achieve.
MI3 when released earlier this year managed to do 90% of its opening weekend's business in around 25% of its opening locations. This just goes to show how important location is.
I believe that Fox did an excellent job of picking Borat's locations were awareness was best and it shows. As MyTurn mentions the key to this doing over $31.5 Mill will be how well the Midwest and the South receives this movie. These locations are were awareness is the lowest and are also the reasons Fox scaled the release back on Borat from around 2500 to 837 theatres. I think if you want to play the over take it for huge +odds, I got in 1 bet a few hours ago on it at +180. If you want to take the under also get it at good odds because this could go either way. History points to the under but Borat is Borat. Also forgot to mention 5 new major releases this weekend including a direct competitor in Stranger Than Fiction which being a Will Farrell comedy I could see it doing better in the south and midwest than Borat will do.
Oh yeah numbers for 9/11s first 3 weekends
6/25/2004 1 $23,920,637 868 $27,558 $24,078,959 5
7/2/2004 2 $16,282,043 -31.93% 1,725 $9,439 $55,373,406 12
7/9/2004 4 $11,030,898 -32.25% 2,011 $5,485 $80,121,002 19
6/25/2004 1 $8,565,000 +11,474.32% 868 $9,868 $8,723,000 3
6/26/2004 1 $8,150,000 -4.85% 868 $9,389 $16,873,000 4
6/27/2004 1 $7,210,000 -11.53% 868 $8,306 $24,078,959 5
6/28/2004 1 $4,416,000 -38.75% 868 $5,088 $28,495,000 6
As you can see its drop from Sunday to Monday was even less than Borat's drop for what it is worth.
-Brendan
