Weekly Unaided Awareness Chart – BORDERLANDS Makes Its Debut And Super Bowl Films Slip

The Weekly Unaided Awareness Chart includes any film more than six weeks from release, registering at least 1% unaided awareness (UA). This metric is highly correlated to opening weekend gross. Early signs of UA more than six weeks out often translate to box office success upon release.

The Super Bowl bloom is off the rose. Many of the films that popped on the unaided awareness chart last week took a big step backward this week. That’s not entirely surprising. These films, including A QUIET PLACE: DAY ONE, WICKED PART 1, and TWISTERS, entered the cultural zeitgeist, and now that moment is over.

It’s not a bad thing. It’s quite impressive when a film more than six weeks out registers any kind of unaided. Also, it’s’ not uncommon for a movie to see some unaided on the heels of a trailer drop, then fade back to zero.

A case in point is BORDERLANDS, which launched its campaign this week. As a result, it makes its debut on the unaided awareness chart this week. Will it drop off next week? Perhaps.

As for the Super Bowl films, WICKED slips from 5% unaided to 1%, TWISTERS slips from 3% to 1%, and A QUIET PLACE: DAY ONE, which registered 2% last week, slips off the chart. DEADPOOL & WOLVERINE is still tops despite falling from 9% to 7%.

DUNE: PART TWO scored the highest unaided of the week at 9%, though it is not reflected on the chart below because it opens next week.