Everyone knows the trailer is the single most important aspect of a movie promotion — and in the YouTube era, there are certain metrics that tell certain tales. In the case of Legend of Tarzan, the tale that’s being told is an interesting and encouraging one.
For starters, if you had looked at its first 48 hours versus the first 48 hours of its main competition, it was clear that expectations and excitement were low. Consider the following figures for 48 hours after release:
48 Hours After Release
13.3M — Independence Day Resurgence
9.5M — Star Trek Beyond
4.8M — Legend of Tarzan
3.8 M — The BFG
Clearly LOT had a slow start , but then look what happened:
On Dec 31
16.9M — Independence Day Resurgence (Up 3.6M)
13.3M — Legend of Tarzan (Up 8.5M)
12.8M — Star Trek Beyond (Up 2.7M)
6.3 M — The BFG (Up 2.5M)
This is very interesting — and pay close attention to the falloff for both Independence Day and Star Trek. Both had a lot of excitment prior to the release of the trailer. After the release — not so much. Are those films in trouble? The buzz is that ID2 might be. Star Trek – no one is sure, but the concensus is that the trailer misfired by being too “Guardians of the Galaxy” and not “Star Trek” enough. No one knows whether the movie will work or not, but the trailer didn’t help.
Now let’s look at Jan 30:
On Jan 30
18.8M — Independence Day Resurgence (Jan Total 1.9M)
17.0M — Legend of Tarzan (Jan Total 3.7M)
15.7 M — Star Trek Beyond (Jan Total .8M)
6.7 M — The BFG (Jan Total .4M)
Those are epic numbers for Legend of Tarzan. And what we’re seeing is that in every category except the first 48 hours, it’s the class of the field.
Will this translate into ultimate success? It’s impossible to really know. But you’ve got to give the trailer credit for have overcome a pretty heavy degree of doubt and muscled its way into the discussion as a genuine contender for the July box office dollars that are out there. One thing for sure — LOT is no weakling in this field — not if the trailer performance can be relied on to forecast anything.
Here’s the January performance looks on a chart. Just sayin’ . . . . .