The Quorum

Weekly Unaided Awareness Chart – Sony Edition

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.

We’ve pointed out (perhaps even complained) that Sony is slow to release posters for their upcoming releases. It could be argued that, perhaps, it doesn’t matter. The poster for BAD BOYS: RIDE OR DIE came out more than two weeks after the trailer and that film looks poised to do nice business this weekend. But, to date, there is still no artwork for IT ENDS WITH US despite the release of a trailer three weeks ago. 

We mention ENDS because, somewhat miraculously, the film shows signs of life on the Unaided Awareness chart. It didn’t quite crack 1%, but it came close despite the lack of a poster. Why is the one-sheet so important? Artworks goes a long way towards building awareness for a film. Think of how many posters audiences pass as they walk from concessions to the theater. 

It’s a good sign that ENDS is showing life without artwork. That suggests a fan base is already in place and growing. Imagine what unaided for the film would be if there were an actual poster.

On Monday, Sony gave us a day-and-date release for VENOM: THE LAST DANCE, meaning they released the trailer and poster on the same day. That is what happens most of the time for other studios. That’s not a surprise given how important that VENOM property is to Sony. The marketing blitz is reflected in the data with unaided for VENOM climbing from 1% to 2%. 

Elsewhere, BAD BOYS: RIDE OR DIE led all films with 11% unaided. Next week, DEADPOOL & WOLVERINE will be within six weeks of release, so it will graduate off this chart. It will likely compete with INSIDE OUT 2 for the top spot. 

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