The worldwide phenomenon that started in June 1997 is unveiling its final element this Friday, and the anticipation is incredible. HARRY POTTER AND THE DEATHLY HALLOWS PART II is on track to slay the box office this weekend, with 95% total awareness, and 33% of moviegoers listing it as their first choice. Young women in particular are set to come out in droves - 68% of women under 25 are definitely going to see the movie, and 43% of them list it as their first choice. It remains unclear how many of them will go dressed up as Hermione, but costumed or not, audiences are going to flock to the theaters.
As Eeyore would probably say, things aren’t looking so great for this weekend’s other major release, WINNIE THE POOH. Just to compare young women to young women - 83% are aware of the movie, but only 25% are definitely interested in seeing the movie, and a tiny 4% list it as their first choice.
Next weekend should see pretty crowded theaters as well. The campaigns for CAPTAIN AMERICA: THE FIRST AVENGER are connecting well with moviegoers. Over half of men of all ages are definitely interested in seeing the film, and 16% in both age categories list is as their first choice. Women are less into the superhero as men are, but there’s still something captivating about Chris Evans in tights - 35% of young women and 34% of older women are definitely going to see the film. FRIENDS WITH BENEFITS is tracking basically the same with women as CAPTAIN AMERICA, which doesn’t bode well for the Mila Kunis/Justin Timberlake two-hander, which will probably lose out in most date night debates. That pic has similar numbers to this past weekend’s HORRIBLE BOSSES, so it will likely crack $25 mil as well, but it’s not set to be a breakout hit.
The allure of summer blockbusters just keeps on keeping on, with COWBOYS AND ALIENS tracking well two weeks before its release. Total awareness is 75%, and 10% of older men list it as their first choice. CRAZY, STUPID, LOVE isn’t connecting as well - no younger men express interest in the film as their first choice, and only 3% of women of all ages list it as such. It’s not exactly designed for four-quadrant appeal, though, so its numbers make some sense. THE SMURFS, on the other hand, which should appeal to a younger audience and the nostalgic older set (see: bronies), is looking pretty dismal. No younger men list it as their first choice, and only 23% of moviegoers are definitely interested in seeing the movie, despite the fact that 78% of them are aware of the film.
