Weekly Unaided Awareness Chart – SUPERMAN Arrives At 5%, The Largest First-Week Tally Since WICKED

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.

At The Quorum, we start tracking films six months before release or, in some cases, earlier if the campaign for a movie begins before the six-month mark. That means we’re now beginning to track films scheduled to open in the summer of 2025. 

LILO & STITCH and MISSION: IMPOSSIBLE – THE FINAL RECKONING, the two big Memorial Day releases, have been on the chart for four weeks now, while HOW TO TRAIN YOUR DRAGON returns after a three-week absence. Three other summer titles make their debut. 28 YEARS LATER arrives a few weeks after the release of its trailer. JURASSIC WORLD REBIRTH registers 1% for the first time, an especially impressive feat given Universal has yet to release a trailer for the film. 

The most impressive debut, however, has to be SUPERMAN, which arrives on the chart with 5% unaided. That is the largest first-week tally since WICKED registered 5% on the heels of its trailer launch during the Super Bowl back in February. We all know how that turned out. WICKED just crossed $400M at the domestic box office. 

It’s been a long time since we’ve had nine films on the Weekly Unaided Awareness Chart, so what’s behind all the debuts? It’s essentially a volume game. As more people head to the movies over the holidays, exposure to in-theater posters and trailers increases. This, in turn, leads to higher unaided and overall awareness. 

SUPERMAN nearly had the top score of the week, but it fell just shy of the 6% posted by NOSFERATU. A COMPLETE UNKNOWN reached 3% unaided, BABYGIRL registered 2%, while THE FIRE INSIDE never exceeded 1%. DEN OF THIEVES: PANTERA crosses the 1% threshold for the first time with a solid 2% unaided.