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Weekend Numbers THG: 123, BH6 20.1, IS 15.1 pg 205

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I find it funny everyone expected this holiday season to be massive and look what happened. Everything's underperformed with an exception of DADT.

 

DADT is looking at a massive second weekend drop, so even it's falling a bit short.

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I'll be honest I'm shocked about these numbers and I was one of the doubters who thought Mockingjay might possibly have the lowest OW of the franchise (but not by more than a couple million).

You can't just blame no IMAX though, obviously the marketing just didn't get the casual base excited like the last two times. I mean this will still make an easy profit, but even it being a part 1 this is looking like a really big drop off. The only thing that can be pointed to is Lionsgate dropped the ball on marketing big time.

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