Monday, 20 February 2012

The opening weekend ...

The Material movie did around 45,000 tickets on the opening weekend, with a box office of just over R 1.3 mil. The leader, at about 10% higher, was Safe House, and it did just over R 1.4 mil. Material is on 41 screens and Safe House is on 70 (and in the biggest houses). So, we did stack up pretty good.

We achieved a very high per screen average (certainly on par with the top 10 for the year) - we just need to maintain this scenario now, which is nail biting, and challenging, to say the least.

The next key milestone to watch is the "drop off" rate - the average performing film drops off around 30% a week - if a film drops off 50% from week 1 to week 2, then it is a real dog, but, if the drop off is only around 10% to 15% then it is a diamond and, if the film doesn't drop off at all (or hardly anything) from week 1 to week 2 then it is often labeled a "sleeper" - Bend it like Beckham is a prime example.

So, for now, we are carrying on with the marketing and publicity effort, and we hope that next weekend's numbers yield a minimal drop off.

Proper nail biting !!!

If you have seen the film then please go and vote on IMDB :

Posted by Ronnie Apteker