The Quorum

Weekly Unaided Awareness Chart – COMPANION Registers Unaided, But Is It Too Little Too Late?

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.

While there wasn’t much movement this week – seven of the films on the Weekly Unaided Awareness Chart didn’t move – it’s nice to see HOW TO TRAIN YOUR DRAGON return to the chart after a three-week absence.

Most of the action occurred among the films within six weeks of release. LOVE HURTS pulled in 2% unaided, marking the first time that it crossed 1%. The same is true for THE MONKEY, which is vying to be director Osgood Perkins’ second horror hit after LONGLEGS.

The Quorum is especially excited that COMPANION has registered 1% unaided this week. Earlier this month, we earmarked this one as “A Movie We’re Rooting For,” not just because we love the materials but because we’re always rooting for an 11th-hour campaign. The film is a week from release, meaning 1% unaided isn’t so great. And we’re not quite ready to say COMPANION will be a breakout hit, but we’re hoping it has a strong final seven days.

Elsewhere, CAPTAIN AMERICA: BRAVE NEW WORLD is at the top again this week, rising from 9% to 12%. That’s a very nice number, one that is likely being helped by the lack of other tentpole titles on the immediate horizon.

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