storymaps99
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How does weekend tracking work? Where/how do they poll people and gauge this information? I've never been asked at a movie theater if I was aware of an upcoming movie. As we all know, the tracking is often wrong, but it's usually pretty darn accurate so...pull back the curtain,please?
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It's all about comparisons and keeping a straight face when you guess wrong.
The pre-release numbers come from data gathered from focus groups and/or test screenings. Sometimes your focus group is a bunch a people in a room or sometimes they're online or polled over the phone. Who they are reflects what you want to find out -- age, geography, income, whatever.
From the groups you end up with data on movie awareness, how good your advertising was and demographic ...
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reaction to the film. You then take all the data, ticket pre-sales and compare it to how similar films opened. Then you guess.
Once the tickets start selling on Friday you get more data and you compare it to past releases to try to figure out Saturday and Sunday.