THB #227: Box Office Waaaaa

Reporting Instructions

If you have received a job analyzing box office and have been assigned to a website you may check your status by writing.

If qualified, you won’t keep trying to make a $19 million opening seem like a great success. If you are doing this, you should move on from box office analysis as soon as possible. The only exception is when you explain clearly and concisely that if top openings are $20 million and less on the regular, movie theaters will continue to close and then those $20 million openings will be $15 million openings, on their way to even less.

Thank you.

For starters, the Smile opening is as likely as not to be under $19 million. It’s a reasonably conservative call, given that it’s less than 3x Friday’s actual $6.2 million open, plus the $2 million from Thursday ($20.6m). But still… wouldn’t bet the house.

I also don’t want to be negative about a very effective publicity/m…