About Unaided Awareness: “What upcoming movies are you aware of?” Each week, we ask thousands of people this simple, open-ended question. The results are what we call unaided awareness. It’s unaided because we don’t provide a list of films, artwork, or descriptions. The respondents have to know about the film on their own. Unaided awareness is highly correlated to box office performance. The thinking goes that if someone can name a film off the top of their head, chances are they want to see it. Because it is unaided, the numbers tend to be small but mighty.
The Weekly Unaided Awareness Chart includes any film more than six weeks from release, registering at least 1% unaided awareness (UA). Early signs of UA more than six weeks out often translate to box office success upon release. The Weekly Unaided Awareness Chart includes any film more than six weeks from release, registering at least 1% unaided awareness (UA). Early signs of UA more than six weeks out often translate to box office success upon release.
The good news is that THE FANTASTIC FOUR: THE FIRST STEPS has momentum. It rises from 2% to 3% for the first time in three weeks, and most of these numbers reflect the period before yesterday’s trailer drop. In other words, FANTASTIC could reach 4% for the first time next week. Perhaps even higher.
The bad news is that TRON: ARES didn’t make much of an impact. More than a week after the poster and trailer were released, the film failed even to come close to the Bubbling Under chart. The campaign might need a recalibration.
Speaking of the Bubbling Under, FROM THE WORLD OF JOHN WICK: BALLERINA was downgraded after a two-week stay on the main chart. It will enter the six-week release window next week. In the other direction, we welcome SMURFS back to the chart. It last appeared the week after the Super Bowl.
Elsewhere, THUNDERBOLTS* just beat out SINNERS for the top spot, both films at 8%, and UNTIL DAWN hit 1% for the first time.
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