Transformers: Age of Extinction heads into the weekend with $8.75M in late night starting at 9 p.m. on 2,990 screens. Today it opens at over 4,200 locations and on 10,000 screens with a lengthy 2:45 minute running time. That means, right now, the film is on track for a mid-$90M opening and it would be a surprise if it cracks $100M. If any picture could have opened to $100M, all bets were on this one. If this movie doesn't break $100M, which right now it doesn't look like it, it could take until November before we see a $100M weekend when Mockingjay opens from Lionsgate. Summer bummer.
So, how does Transformer 's late night performance compare to other big titles? Right in the middle of the bunch. Take a look:
Captain America: The Winter Soldier - a 8 p.m. late night start grossed $10.2M; the three-day weekend cume was $95M.Godzilla - at 7 p.m. with $9.3M; three-day of $93.1M.The Amazing Spider-Man 2 - at 7 p.m. with $8.7M; three-day of $91.6M.X-Men: Days of Future Past - at 10PM with $8.1M; three-day of $90.8M.
RELATED: Box Office Preview - Will Transformers Get Summer Box Office Out Of Its Funk?
By the way, Fox may just end up with the highest cume for a summer movie with X-Men ending up somewhere around $235M to $238M domestically in its run. So the Wolverine could end up slashing the lizard and the spider. ( Captain America opened in early April).
The good news is that Transformers will continue to crush everything in sight this weekend. And, in fact, unfortunately for the others, the other studios are already feeling its wrath. Mid-week grossers have been strongest for How to Train Your Dragon 2, followed by 22 Jump Street and Maleficent with T hink Like a Man Too in the top five mix as well. But last night, Transformers took the air out of every picture. As it should, actually.
The Michael-Bay directed film stars a new cast of Mark Wahlberg, Nicola Peltz, and Chinese actress Li Bingbing (smart for the Chinese market where it is playing on the largest number ever of IMAX screens with 148). It also has the distinction of being the most socially shared movie of the year as Paramount has bombarded the social media universe with a growing list of materials and fans which have delivered by reposting at an earned/owned/ratio of 18 to 1, according to Relish Mix. The Official teaser trailer has banked over 18 million views.
The week-long social activity popped on Paramount international YouTube channels with the world premier in Hong Kong earlier this week. Gamer YouTuber channels and cross over game videos a big part of the mix with cross-over impressions on IGN, Gameteep and others. The Transformers franchise FB page with 31 million fans popped last week as the band Imagine Dragons performed at the world premiere in Hong Kong. But the social activity really began four months ago, during the SuperBowl when a well-spent 30-second spot was the trigger that launched social activity, according to Marc Karzen, CEO of RelishMix which measures social engagement of the new Big Three networks - YouTube, FB and Twitter.
Add to that, the fact that Wahlberg is one of the leading social stars today (see related story), and you have the right marketing mix on social. More to come as Transformers begins its three-day run.
Post By http://www.deadline.com/2014/06/transformers-late-night-estimate-8-75m-on-path-to-mid-90m-opening/
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