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.
As expected, on the heels of its trailer drop, JOKER: FOLIE A DEUX returns to the Weekly Unaided Awareness Chart. Unfortunately, at 2%, its return is lower than expected. Unaided for BAD BOYS: RIDE OR DIE jumped to 3% from its trailer, and BEETLEJUICE BEETLEJUICE climbed all the way to 5%. We expected FOLIE to land in that neighborhood as well.
The next few weeks will be telling. A trailer frequently propels a film above 1% on onto the chart. And in most cases, the film falls off a week later. BORDERLANDS registered 1% unaided before sliding off the following week. A QUIET PLACE: DAY ONE reached 2% after its appearance at the Super Bowl. It was gone a week later and has yet to return.
Conversely, BOYS and BEETLEJUICE have remained on the chart weeks after seeing a trailer bounce. Hopefully, despite a lower-than-expected 2% return, FOLIE will be more like BOYS and less like BORDERLANDS and retain residency on the chart through release.
Also this week, MOANA 2 returns after slipping below 1% for two weeks in a row. KINGDOM OF THE PLANET OF THE APES scored the highest unaided of all films, rising from 4% to 5%.
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Can you make sense of Deadpool & Wolverine’s awareness and interest sliding since the 1st trailer and name change and how does that check with its unaided awareness numbers?
This is an interesting one. The dip in interest is within the margin of error, so that doesn’t seem unusual. But, there has been a noticeable decline in awareness since the name change. Previously, we tested the film under the name DEADPOOL 3. Awareness is always elevated for films that sequels, even if people don’t really “know” about the film. There does seem to be a disconnect between D&W and it being the 3rd film in the series. I can’t recall another time when a name change resulted in this kind of drop. Having said that, I don’t think it’s anything to worry about. Once people realize what the film is, awareness should shoot back up. A new trailer and new posters out this week should help. I would expect to see a rebound next time it’s tested. Also, unaided for the film is very strong. Overall, the film looks very healthy.