SATURDAY AM UPDATE: “Estimates aren’t worth a whole lot this morning thanks to the brilliant idea of National Cinema Day” cried one industry source to us this morning about the challenges for studio box office analysts to peg exactly what’s going to be No.
1 over the 4-day holiday weekend. Despite all good intentions by the Cinema Foundation to drive business over a slow weekend, taking a page out of the book from what’s been down in Spain to spike admissions, it’s not creating a windfall of cash for the marketplace, but several movies are projected to show a 150%-200% gain in their Saturday box office over Friday thanks to $3 tickets on National Cinema Day today.What we heard going into the weekend is that presales for Friday were scant, whereas all the action is today.
Coming off the lowest weekend of the summer last weekend at $53.3M, how do we judge the success of National Cinema if today is still a lousy day dollar wise even with cheaper tickets?
Why by admissions, and that’s where box office analytics firm EntTelligence, which actually counts seats sold in a 3-day period comes in.
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