Latest in Tracking

Movie marketing tracking is in the toilet. I know it’s been hit and miss for years, but now, it’s pretty much all bad. Over the last few months, I have been looking at it all — just as all the studios in town do — and the inaccuracy has been truly appalling. Last weekend, this weekend. Multiple weekends in a row. Who…

UPDATE: Sources tell me that Paramount’s The Last Airbender opened to $16+M Thursday, including the $3 million from its midnight shows. The pic based on the Nickelodeon animated TV series should be on its way to $60M for the 5-day July Fourth Holiday and a shot at 2nd place. Hard to believe but there’s another movie…

At the same exact point, 2 1/2 weeks out, Jerry Bruckheimer’s U.S. underperformer Prince Of Persia for Disney scored 75 awareness, while his Sorcerer’s Apprentice for Disney scored 74 awareness. But Prince Of Persia scored 36 definite interest and 5 first choice, while Sorcerer’s Apprentice scored only a 29 definite…

Paramount and Nickelodeon Pictures’ new date of release is now Thursday  July 1st for the 3D and 2D versions of M. Night Shyamalan’s The Last Airbender. Insiders tell me, “Early tracking is very good. Especially with males. So the studio is moving up to get a head start on the holiday weekend.” Let’s also not forget…

Remember last week I toldja that Knight And Day was tracking terribly — no better than Killers? Now the about-to-be-released pic’s tracking is worse. Interest went from 29 on Friday down to 26 on…

I hear both Fox’s Knight And Day and Warner Bros’ Jonah Hex are tracking terribly. As badly as Killers. But it’s still a few weeks out.

This riff off of Tom Cruise’s Tropic Thunder parody of a movie producer that was a hit at the MTV Movie Awards (and is a viral video phenom) couldn’t come at a better time for him. Because Cruise’s upcoming rom com with Cameron Diaz, Knight And Day, is tracking like a bomb. I’ve always said that, if Tom wants to have…

So say UK exhibitors that I've talked to, handicapping this summer's blockbusters. "We haven't had a line-up this good since 2002 when Spider-Man, Star Wars II & l, and were released," one UK exhibitor drools. "Even so, there will be a lot of catch-up to do in July and August because of this month's World Cup.” This…

UPDATE: ‘Robin Hood’ Opens To $6M In 3 Countries The 63rd Cannes Film Festival opened with Ridley Scott's Robin Hood. Stars Russell Crowe and Cate Blanchett (but not director Ridley Scott, sidelined after painful knee surgery) faced 3,000 journalists from 80 countries. Launching a big movie like this at Cannes can…

Quentin’s already much maligned Weinstein Company/Universal pic is getting 50s in “‘definite interest” from men. And women are stronger on Inglorious Basterds than on District 9, even though the Sony pic opens a week earlier. (That movie’s “looking really good, too,” a rival studio exec tells me. “It’s gotten some…

Paramount keeps crowing about all the records that Transformers 2: Revenge Of The Fallen keeps breaking. How it’s now the 2nd fastest film in history to earn $300M in U.S. ticket sales after The Dark Knight. (It just passed Pirates of the Caribbean: Dead Man's Chest by two days.) 2007's Transformers earned $319.2M in…

I’m told that Monday’s haul was $14.8 million for Transformers 2: Revenge Of The Fallen for a new $214.9M domestic cume. Internationally, it made $14M foreign Monday for a new $204M overseas cume. Worldwide, the total is now a whopping $419M. (Previous: ‘Transformers 2’ Opens To $390.4M…