‘Death On The Nile’ Charting $12.7M, ‘Marry Me’ $8M In Valentine’s Day Weekend Where Hollywood Pines For Female Auds
Two major studios this weekend took a bold swing and decided to go after the challenged older female demo over Valentine’s Day weekend in a continued pandemic, and while the results were in line with projections, they wouldn’t be anything to brag about in a pre-pandemic marketplace. It’s also the hardest weekend for moviegoing with Super Bowl on Sunday.
RelishMix shows a social media reach of 217.9M “at social norms for a campaign that began 18 months ago in August 2020 and wrestled with Covid re-dates and other headline news such as Armie Hammer.” Gadot has a social media reach of 95.1M, but she hasn’t been tub-thumping the film.
RelishMix observed that social media momentum ran strong for Marry Me with a huge reach of 546.5M before the weekend, pumped by Lopez’s fanbase of 313.3M. “The film was clearly promoted on the day/date multi-platform release on a very crowded Olympics, Super Bowl, Peacock channel and in theaters as a Valentine’s weekend counter program to Super Bowl, with all stars aligned for NBCU,” observed RelishMix, “The content stack was well fed into Universal channels with 45 Facebook videos at 9.2M views and 11 YouTube videos at 68.4M views into the Jennifer Lopez Vevo YouTube channel with 15.1M subs.”
“Even without the JLo social factor, which is 233M, Marry Me tracks in-line with other social musicals, including West Side Story at 211.8M, The Greatest Showmanat 313.2M, and Bohemian Rhapsody at 242.1M,” adds the social media analytics firm in their latest report.