Digital Tracking: Friday the 13th Scares Up Box Office ‘Money Monsters’

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

Money Monster
Courtesy of TriStar Pictures

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.

Money Monster,” Sony
Moviepilot Prediction: $10 million
Full disclosure: Movie Pilot partnered with the studio on this title

Following “The Big Short,” which hit theaters at the end of 2015, Jodie Foster’s “Money Monster” shows just how little we know about the financial institutions which govern our lives. With Foster at the helm and George Clooney starring alongside Julia Roberts, there is no shortage of star power to draw in audiences.

Targeting a millennial audience, “Money Monster” has offered fans the chance to have their student debt wiped out and has also produced a video series with Mic.com that tests the average person’s knowledge of the financial sector.

“Money Monster” has been enjoying positive reviews and for anyone looking for something with even more depth than “Captain America: Civil War,” it should provide a welcome choice. Expect to see “Money Monster” break $10 million this weekend.

The Darkness,” Blumhouse Tilt
Moviepilot Prediction: $4 million
Full disclosure: Movie Pilot partnered with the studio on this title

“The Darkness” is the latest micro-budget horror title from the Blumhouse Tilt imprint, which will be looking to repeat the success of Eli Roth’s “The Green Inferno,” which scored an impressive $3.5 million opening last summer. Using the same strategy of hyper-targeting genre fans and repeatedly hitting those specific audiences most likely to convert into ticket buyers, “The Darkness” is looking to top that success and break the $4 million mark this weekend.


Tobias Bauckhage (@tbauckhage) is co-founder and CEO of moviepilot.com, a social-media-driven movie community reaching over 30 million Facebook fans and 16 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 20th Century Fox, Focus Features and Sony.