Originally posted on Variety:

Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? We analyzed this weekend’s new movies across Facebook, YouTube, Twitter and Google (the methodology behind the numbers is laid out in the appendix below) over the seven days leading up to their release, when marketing campaigns should be at their peak.

« X-Men: Days of Future Past »
(Full disclosure: Moviepilot worked with 20th Century Fox on this title)

The X-Men would appear to have their work cut out for them after Marvel heroes Captain America and Spider-Man both took more than $90 million with their sequels on opening weekend this year before “Godzilla” came stomping through the middle of them both last weekend. But “Days of Future Past” is poised to blast past them all and rack up a total of $120 million over the long weekend.

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