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Shawn Robbins

Weekend Discussion: IM3 @ 175.3m wknd est

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I don't know what to make of this number yet.  First off, we don't have a 3D split estimate, so its hard to say what kind of attendance level it pulled, as well as giving an indicator for audience preference.  Further, the 9PM/Midnight issue jumbles things up a bit.  Will it follow the typical Marvel pattern, where midnights = 15% of OD?  If so, how do we account for that with the 9PM previews?  Will it follow Avengers' pattern instead?  Again, same issue with the previews.

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"

15M+ is good. It's a little misleading because everyone is used to HUGE midnights these days"

 

 

You have to put it in context for what kind of a film it is...

 

Perfect example is TDK had 18 million midnights and TA got the same, but TA opened almost 50 million dollars higher..

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What did Avengers and TDKR do on midnight?

 

TA - $18.7m

TDKR - $30m

 

Both were actual midnight releases though. IM3 had a lot more showtimes available at a more reasonable hour. A lot of working adults couldn't go to the Avengers at midnight but they could certainly go to IM3 at 9 PM.

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