Update 1/17 1:30PM – DEADPOOL & WOLVERINE data corrected to show 9% unaided.
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.
Well, it was bound to happen. After flying high for two weeks at 7% unaided, SUPERMAN takes a step backward to 5%. As you’ll recall, SUPERMAN first landed on the chart at 5% the week after its trailer release. It then climbed to 7%, where it stayed for two weeks. This week, it’s back down to 5%.
SUPERMAN is one of five films over the past year to generate at least 5% unaided after a trailer. DEADPOOL & WOLVERINE came on 9%, while BEETLEJUICE BEETLEJUICE, DESPICABLE ME 4, and WICKED matched SUPERMAN’s 5%. All four saw their unaided drop the following week. DEADPOOL fell to 7%, BEETLEJUICE slipped to 4%. DESPICABLE ME fell to 3%, and WICKED dropped to 1%. SUPERMAN is the only one that rose in week two.
In other words, it’s very rare to arrive unaided with 5%, it’s even more impressive to rise the following week, and it’s pretty phenomenal that four weeks later, it’s still at 5% despite a slight drop.
In other news, it was a good week for THUNDERBOLTS*, which appears to be gaining some traction. For a few weeks in a row, it would appear on the chart, fall off, and reappear. It’s now spending its third consecutive week on the chart, reaching a new high of 2%. Perhaps this is the start of an extended run through its May release.
Elsewhere, CAPTAIN AMERICA: BRAVE NEW WORLD is at the top again this week at 9%. WOLF MAN ends its run with a fairly strong 6%, which is on par with NOSFERATU on its day of release. Unfortunately, ONE OF THEM DAYS failed to crack 1% unaided, but solid reviews, good word-of-mouth, and walk-up business should help the film. HEART EYES broke through registering 1% unaided, while PADDINGTON IN PERU crossed the 1% threshold with 2% unaided this week.
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Going back to the Weekly Unaided Awareness for the Super Bowl week article, it had both DP&W and Wicked at 9% and 5% respectively on the same chart and on the following week it had both DP&W and Wicked falling to 7% and 1% respectively, again on the same chart. Yet in this article, it says that DP&W rose to 9% in its SECOND week while Wicked fell to 1%.
You are correct. Thank you for pointing that out. We have updated the post.