The drop in ticket sales between a big movie’s first and second weekends in theaters usually tells you a lot about the audience’s response.
Before the COVID-19 pandemic, a roughly 50% decline after the debut weekend was considered a strong result. Better retention would send Champagne glasses clinking. Sales plummeting more than 60% was generally considered a bad sign for the movie’s long-term prospects, or “playability.” People must not have liked the movie and told friends, family and social media followers to stay away and save their $10.
During the current vaccine-driven recovery, however, the majority of big movies that open with decent numbers are falling off a cliff the following week, and there is plenty of blame to go around.
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