One of the three big tracking companies has Salt running just a teeny tiny bit behind Inception in terms of the usual categories — awareness, unaided awareness, definite interest, first choice and top-three-choices. Inception is opening a week earlier than Salt, of course, and has been marketing fairly steadily while Salt is just turning the heat on.
Right now Inception is at 56 awareness vs. Salt‘s 54, except Salt‘s unaided awareness is at 3 vs. Inception‘s 2. Salt has a 46 definite interest vs. a 47 for Inception. Salt has a 5 first choice vs. Inception‘s 6. And they’re both sitting at 15 among the top three choices.
One significant factor, it appears, is that Salt‘s definite interest is in the strong 40s among older and younger men and women. (The Angie factor, of course.) I’m waiting for Inception breakdowns as we speak (any minute!), but one presumes that it’s probably tracking a bit stronger among men than women. That Nolan-ish thing. But then presumptions and $1.75 will get you a bus ticket.