Let’s give credit where credit is due. AMC’s “We Make Movies Better” campaign with Nicole Kidman has its heart in the right place. Study after study showed that when the campaign began, there was real trepidation about returning to theaters. As awkward and wooden as the campaign is, and as odd as it is that […]
THE LITTLE MERMAID’s icky Oscar integration.
Kudos to the Academy. Last night’s ceremony captured the pomp and prestige of years past while making the show feel inviting and accessible. And yet, something strange happened midway through the telecast. Melissa McCarthy and Halle Bailey were introduced and walked up to the podium. Nothing strange about that. It seemed like the two-time Academy […]
Grading February Posters
There were some great movie posters released in February. While SUPER MARIO BROS. MOVIE scored the only A of the month, other fantastic posters didn’t score as well as we had hoped among our respondents. We’re all in on STRAYS. An R-rated talking dog movie featuring Will Ferrell and Jamie Foxx? Sold! We love the […]
Will 65 be a missed opportunity?
There’s a lot to like about the upcoming Sony film 65. It was written and directed by Scott Beck and Bryan Woods, the duo that wrote the A QUIET PLACE films. And it stars Adam Driver, a two-time Oscar nominee who is unafraid to try new things. It reportedly has a production budget near $90M, […]
The curious case of ON A WING AND A PRAYER
UPDATE: Amazon has finally dropped a trailer for ON A WING AND A PRAYER. But the real news is that the film will NOT be getting a theatrical release. Instead, it is going directly to Amazon Prime. What exactly is happening with ON A WING AND A PRAYER? The film, starring Dennis Quaid and Heather […]
Tracking 101: The relationship between awareness and interest
Film tracking has existed for decades, but it may be new to many of you. To help you interpret the numbers, here’s a primer on awareness and interest. The metrics are fairly self-explanatory. Awareness measures the people familiar with the movie, and interest measures who wants to see it. Awareness is calculated as a percentage […]
Grading January Posters
It’s a new year, which means a new methodology for grading our posters. Previously, we would survey people and ask them to grade the posters from A+ (“awesome”) to F (“awful”). This time, we’ve changed the wording in the direction of intent. Now, respondents are asked to grade the poster from A+ (“Makes me want […]
Universal has been pushing OPPENHEIMER, so why haven’t the tracking numbers improved?
Let’s talk about Christopher Nolan. For the past 20 years, he has been on an unmatched run of success with both audiences and critics. Seriously, just take a look at his filmography. Since his breakout film, MEMENTO, which earned him his first of five Academy Award nominations in 2001, he has delivered hit after hit. […]
Update: ANT-MAN tracking is on the rise.
On New Year’s Eve, we posed the question, where is Paul Rudd in the ANT-MAN campaign? At the time, the campaign was focusing heavily on Jonathan Majors as “Kang.” Back then, awareness and interest for QUANTUMANIA were lagging behind BLACK ADAM, which opened to $65M. But, the campaign has shifted its focus to the rest […]
A January worth celebrating.
What a difference a year makes. Last January, the major studios only gave us three new releases. This year, we got five. Granted, five wide releases in a month is still on the light side, and there are no new films this coming weekend, but overall it’s a significant improvement over last year. Not only […]
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