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'Speed Racer' Still Struggling in Audience Tracking
'Speed Racer' Still Struggling in Audience Tracking
By
Steve Mason
|
Tuesday, May 06, 2008
|
Comments (0)
Photo Gallery
HOLLYWOOD
- What is wrong with
Speed Racer
? A studio exec just filled me in on the latest industry tracking for the Wachowski brothers’ update of the late 1960s anime cartoon classic, and this picture has real problems in the marketplace.
The tracking has improved a bit, especially since
Iron Man
moved from Opening This Week to Currently in Release in audience surveys. Un-Aided Awareness has popped to 11% and the Total Aware is at a solid 83%. Definite Interest, however, is a concern at just 26%, trailing Fox’s
What Happens in Vegas
also set for Friday.
Warner Bros. execs have to be relieved that the First Choice for this candy-colored
Emile Hirsch
thrill-ride is at 13%, an identical number to the
Ashton Kutcher
/
Cameron Diaz
comedy also at 13%. A decent 14% of Males Under 25 and the same number of Males 25 Plus say
Speed Racer
is their First Choice this weekend, and Moms seem open to bringing the kids with 17% of Females 25 Plus saying it is their top choice.
There is a nostalgia factor with
Speed Racer
, but for it to succeed, it needs to play as an all-out family film. December’s
Alvin and the Chipmunks
might be a good benchmark. It went off with 36% Definite Interest and a 24% First Choice, much stronger numbers than
Speed
, en route to a $44.3M opening.
Complicating things for both new releases is the fact that, according to one studio exec without a dog in the fight this weekend, Paramount knows that there’s blood in the water here. They have been watching
Speed Racer
tracking, and they see an opportunity. They have been ramping up media buys for
Iron Man
. Look for Paramount to remind people that this
Robert Downey Jr.
mega-hit is rated PG-13 and appropriate for the whole family.
I will not go online with my final weekend prediction for
Speed Racer
until Thursday, but as of Tuesday morning, it is hard to imagine it getting past $35M in its first 3 days.
What Happens in Vegas
looks like it is headed for $18M-$22M. I am expecting
Iron Man
to win a 2nd consecutive weekend, not unlike 2007’s
Spider-Man 3
, which started the lucrative summer blockbuster season and held strong for two weekend wins.
Photo(s) © 2008- Warner Bros.- All Rights Reserved
|
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