Box Office Tweet Chatter

Box Office Tweet Chatter Adam Schoenfeld Blogger Extraordinaire Simply Measured

People tweet about movies — a lot! Last Tuesday we started tracking the two top box office films of the previous weekend — Iron Man and Nightmare on Elm Street. In addition, we started tracking Robin Hood, the most anticipated movie opening this weekend. Some interesting patterns emerged from the data…

New Movies Drive the Conversation

As the weekend neared, Robin Hood passed Iron Man in total Twitter activity. Meanwhile, Nightmare on Elm Street, in its third weekend, drew steady, but considerably lower volume. Our take: newer movies draw more conversation and activity flattens in later weeks.

Robin Hood may have won on Twitter, but Iron Man held the Box Office lead. Robin Hood drew over 18 Tweets per theater during the weekend, but apparently more Tweets does not equal more revenue.

Big Cities = Early Adopters

All these films have national attention. Not surprisingly, activity is generally focused in major metropolitan areas where population (and Twitter usage) is higher.

Among the top 10 Metro Areas, Los Angeles and New York dominated. Los Angeles is clearly the movie capital of the US and Twitter. L.A. had ~3.2 times Chicago’s activity (the 3rd place city) despite only having ~1.5 times the total population. In addition, L.A. edged New York for the number one spot despite having a lower total population.

People in New York and L.A. talked about Robin Hood at a greater rate relative to the other films tracked. Which begs the question: are people in big cities more inclined to see new movies on opening weekend? Robin Hood may have had significant traction in New York and L.A., but Iron Man, in it’s second weekend, drove significantly more attention in the other top 10 markets and ultimately won the box office.

Adam Schoenfeld

Adam is the Co-Founder and VP of Strategy at Simply Measured. In 2010 (aka the dark ages of social marketing), Adam joined Damon Cortesi and Aviel Ginzburg to found "Untitled Startup, Inc" with the goal of helping marketers and analysts use social data to do their best work. The company quickly evolved to become Simply Measured and the trusted leader in social analytics. Outside of Simply Measured, Adam is a golfer, breakfast enthusiast, and long-time data geek.