You want some real tracking excitement? Take a look at these Sherlock Holmes numbers. Particularly how total awareness and definite interest numbers are very strong across the board in all sectors. The weakest demo are under-25 females, but even they seem fairly enthusiastic with a 41 definite interest with over-25 females showing a 46 definite interest. Compare that to Avatar‘s 30 for under-25 female definite interest and 31 for over-25 definite interest. Women are interested in Avatar, but they’re significantly more interested in Holmes at this stage.