×
You will be redirected back to your article in seconds

Digital Tracking: ‘X-Men: Apocalypse’ Dominating Memorial Day Weekend

How Moviepilot sees this week’s wide releases shaping up on Facebook, Twitter, YouTube and Google

Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? Moviepilot – which studies social data and box office trends – analyzes this weekend’s new movies across Facebook, YouTube, Twitter and Google (the methodology behind the numbers is laid out in the appendix below) over the seven days leading up to their release, when marketing campaigns are at their peak.X-Men: Apocalypse,” 20th Century Fox
Moviepilot 3-day Prediction: $73 million

Two years ago “X-Men: Days of Future Past” opened to a massive $91 million three-day weekend, which jumped to more than $100 million following Memorial Day. This time round, “Apocalypse” is certain to dominate the box office again, but looks unlikely to break the $100 million mark.

“Apocalypse” completely took over the Snapchat lens store on Monday for a first-of-its-kind activation, where users could choose one of eight lenses to transform themselves into different characters. (My personal favorite was Cyclops with his laser vision.) “Apocalypse” also ran extensive video ads through Snapchat Discover, which allowed users to swipe and buy tickets for the movie. Elsewhere on Snapchat, influencer Zach King produced an “X-Men”-themed story for his extensive fanbase.

Fans were also able to use the Bitmoji keyboard to send customized “X-Men” greetings to friends. “X-Men’s” Twitter account and other social media platforms featured ’80s music-inspired artwork, as well as a spoof ad promoting Professor Xavier’s school — this piece of marketing comes closest to tapping the vibe of the incredibly successful “Deadpool” campaign from earlier this year.

Overall, “Apocalypse” should take at least $70 million for the weekend and with more than 200,000 tweets, as well as 100 million trailer views, it’s in a good place to break $90 million for the holiday weekend.

Alice Through the Looking Glass,” Disney
Moviepilot 3-day Prediction: $42 million

The other big opening this weekend is Disney’s “Alice Through The Looking Glass,” and again we have a sequel following up a movie that topped $100 million. “Alice in Wonderland” made $116 million on opening weekend six years ago, so “Alice Through the Looking Glass” will be hard pressed to get anywhere near that. Look for an launch closer to $40-50 million.

Aside from the popularity of this story and the Disney brand name, marketing has tapped into family audiences with a series of videos encouraging fans to create their own tribute to Carroll’s classic with a Mad Hatter cake, Cheshire Cat cupcakes and a tutorial on how to turn yourself into the characters from the movie.   

“Alice Through the Looking Glass” has hit home with core audiences, gaining a great response to the trailer and driving a lot of tweets, but will have to fight with “Angry Birds” for those family dollars, so we’d expect an opening around $45 million.

Tobias Bauckhage (@tbauckhage) is co-founder and CEO of moviepilot.com, a social-media-driven movie community reaching over 29 million Facebook fans and 30 million monthly unique users. Based on community data, Moviepilot helps studios to optimize their social media campaigns, identifying, analyzing and activating the right audiences. The company works with studios like Focus Features, 20th Century Fox and Sony.

More Digital

  • BuzzFeed logo

    BuzzFeed Set to Lay Off 15% of Its Employees

    BuzzFeed is slashing its workforce by 15% in a move to boost the internet-media company’s profitability and “focus on content that is working,” according to a memo from CEO Jonah Peretti sent to staffers Wednesday. The cuts will be made next week, according to Peretti’s memo. BuzzFeed has about 1,450 employees worldwide, so the around [...]

  • Verizon New Logo

    Verizon Media Laying Off 800 Employees, or 7% of Staff in AOL and Yahoo Group

    Verizon is cutting 7% of the employees in its media group, or around 800 staffers in the division that combined AOL and Yahoo. “This week, we will make changes that will impact around 7% of our global workforce across the organization, as well as certain brands and products,” Verizon Media Group CEO Guru Gowrappan wrote in [...]

  • cheddar

    Cheddar Now on All U.S. OTT Streaming Services, Preps Primetime Programming Block

    Video-news startup Cheddar is launching its live-streaming news networks on Sony’s PlayStation Vue, making it the first content provider to span all over-the-top subscription services in the U.S. The company, founded in 2016, operates two networks — the newly rebranded Cheddar Business, positioned as a CNBC-style financial and business network for millennials, and Cheddar News, [...]

  • Avi Saxena - Discovery

    Discovery Hires Amazon's Avi Saxena as CTO of Direct-to-Consumer Unit, Will Open Seattle Office

    Discovery hired Avi Saxena, former VP of technology for Amazon Marketplace, as chief technology officer of direct-to-consumer. Saxena reports to the guy who was his boss at Amazon: Peter Faricy, who was appointed CEO of Discovery’s Global Direct-to-Consumer division in August 2018 and who headed up the Amazon Marketplace third-party seller business. In the newly created [...]

  • Spaces Terminatro VR Experience Goes Live

    Comcast-Backed Spaces Launches San Jose Location With 'Terminator' VR Experience

    Comcast-backed virtual reality startup Spaces is getting ready to open its second California location in San Jose next month: The company has teamed up with Cinemark to open a new VR center at the Century 20 Oakridge and XD theatre in San Jose on February 8. The new Cinemark Spaces center will open with “Fight for [...]

  • Sean Hannity Reveals Broadband Plans for

    Sean Hannity Reveals His Plans for Fox News Streaming Service (EXCLUSIVE)

    Sean Hannity sometimes tells younger colleagues at Fox News Channel that he is “the bridge between two generations of Fox” because he has been part of its primetime lineup since 1996. Now he may serve a similar purpose for a third. Fox News will next week bring Hannity to the world of video-streaming, launching “Hannity [...]

More From Our Brands

Access exclusive content