The Quorum

Weekly Unaided Awareness Chart – JOKER and MUFASA Slip. IF Surprises

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.

Last month, when JOKER: FOLIE Á DEUX returned to the Unaided Awareness chart on the heels of its trailer debut, The Quorum expected it to have an extended run. But four weeks later, and JOKER has slipped below 1%, and off the chart. 

Last week, we got a trailer for MUFASA: THE LION KING, and, as expected, the film debuted on the Unaided chart at 2%. Like JOKER, we thought MUFASA was well positioned to be a staple on the chart for months to come, but after dropping to 1%, the film could also see an early exit.

This stands in sharp contrast to films like DESPICABLE ME 4, DEADPOOL & WOLVERINE, and BEETLEJUICE BEETLEJUICE, which appear on the chart week after week. DEADPOOL has been on the chart for 18 consecutive weeks, while DESPICABLE and BEETLEJUICE are at seven straight weeks. 

It doesn’t mean these JOKER or MUFASA are in trouble. It just means their trailers had a shorter shelf-life. But these campaigns are both just beginning. 

In the closest battle of the year, three films were in a neck-and-neck battle for the top spot. IF emerged the victor with 7.4% unaided, just ahead of KINGDOM OF THE PLANET OF THE APES with 7.3%. DEADPOOL wasn’t far behind at 6.8%.

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