Tracking developments

New tracking data arrrived this morning, and it contains good news for Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan (Fox, 11.3). It's tracking better than those recent press stories have indicated, I mean -- 40 general awareness, 39 definite, 10 first choice. Room to grow but that's fairly decent for an 800-screen starter. Flushed Away is 59, 27 and 5....better. The Santa Clause is running 87, 33 and 9 -- still the strongest of the bunch.

Babel goes into the top 15 markets (San Diego, SF, Chicago, Dallas, Boston, Washington, Montreal, Philly, etc.) this Friday, and then a national (1200 screens) release on 11.10. Awareness is still building and will be accumulating over the next 10 days until it achieves, in the arcane jargon of the trade, "maximum weight drop."

As noted previously, Stranger Than Fiction (56, 34, 3) is going to open better than A Good Year (44, 22, 2). Harsh Times is facing a tough slog...23, 24, 1. Night of the Living Dead, The Return.

Casino Royale (11.17) is doing pretty well for a big release that's two and half weeks out, but not all that terrifically for a Bond film -- 69, 35, 7. Happy Feet is looking very strong for animated kids film...50, 32, 4. Let's Go to Prison (11.17 also)...13, 18, 0. (Well, how are you and yours about a movie called Let's Go to Prison?)

Posted by Jeffrey Wells on October 30, 2006 at 1:43 PM

comment #1

MattM Author Profile Page says ...

What's particularly striking about these numbers is that while general awareness is low, the gap between general awareness and "definite interest" is miniscule. Also, it's worth noting that "first choice" on Borat is higher than either of the two openers.

Posted by MattM Author Profile Page at October 30, 2006 2:32 PM

comment #2

actionman Author Profile Page says ...

Jeff--do you have any initial tracking info on Deja Vu? I really want to see that one; Jerry Bruckheimer and Tony Scott back at it together puts a smile on my action-movie craving face...

Posted by actionman Author Profile Page at October 30, 2006 2:40 PM

comment #3

Nick Rogers Author Profile Page says ...

I'd say a movie's facing a tough slog if the name is incorrect in the tracking data.

Posted by Nick Rogers Author Profile Page at October 30, 2006 2:58 PM

comment #4

Arkane Author Profile Page says ...

35m for Casino Royale & 26m for Deja Vu are third party tracking numbers.

Posted by Arkane Author Profile Page at October 30, 2006 3:00 PM

comment #5

christian Author Profile Page says ...

do people actually get paid to do this nonsense?

i've yet to hear one "tracker" note the fucking obvious:

THE SANTA CLAUSE 3 is a kid's movie.

BORAT is rated r for adults.

gee, i wonder why TSC3 would be the bigger film?

but keep flipping that magic 8 ball...

Posted by christian Author Profile Page at October 30, 2006 3:07 PM

comment #6

Mike Schaefer Author Profile Page says ...

Why are "SC3" and "Flushed Away" -- two kid's movies -- opening on the same weekend?

Posted by Mike Schaefer Author Profile Page at October 30, 2006 4:09 PM

comment #7

Nicol D Author Profile Page says ...

Christian,

I agree. I'm tired of the stories wondering why the Santa Clause is ranking higher than Borat.

It's so obvious that I think the real story is how clueless do you have to be to not get it.

Santa Clause= family, comedy, fun

Borat= adult, raunch, fun

Guess which market is waaayyyyyy bigger 9 times out of 10?

Posted by Nicol D Author Profile Page at October 30, 2006 5:00 PM

comment #8

MAGGA Author Profile Page says ...

There is actually a movie called Santa Clause 3? Jesus..

Posted by MAGGA Author Profile Page at October 30, 2006 5:26 PM

comment #9

D.Z. Author Profile Page says ...

I think people are just surprised SC3 is tracking so high, considering Tim Allen's 15 minutes are just about up.

Posted by D.Z. Author Profile Page at October 30, 2006 5:52 PM

comment #10

Arran Author Profile Page says ...

Seems like the Santa Clause franchise actually has legs, god help us. I mean, I was hardly of the mind that the public was begging for a second instalment and it cleaned up. Tim Allen's 15 minutes were up long ago, but I guess the concept has legs.

Posted by Arran Author Profile Page at October 30, 2006 7:42 PM

comment #11

Roddy Reta Author Profile Page says ...

Borat is a crude, anti-semitic piece of garabage and it's sickening how many elitists have latched onto it. I hope it dies a quick death, like Snakes on a Plane.

Posted by Roddy Reta Author Profile Page at October 30, 2006 9:12 PM

comment #12

storymark Author Profile Page says ...

"Borat is a crude, anti-semitic piece of garabage... "

Well, at least we know there's still one person who isn't in on the joke.

Posted by storymark Author Profile Page at October 31, 2006 10:09 AM

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