Super Bowl Weekend 'Gretel & Hansel' over ‘Rhythm Section’
GRETEL & HANSEL: Largely a digital push here for Gretel & Hansel, according to RelishMix, with a social media universe across YouTube, Facebook, Twitter, and Instagram of 87.6M before opening, just ahead of the horror pic average of 82.1M, “thanks mostly to paid-buy support on YouTube” says RelishMix.
“The campaign for this title, similar to other January releases, was brief and to the point, resulting in good activity. While the movie’s average daily new Facebook fans are only a few hundred, the score for YouTube activity is much higher. Gretel & Hansel is earning about 43.5K average daily YouTube views across its top clips – which is ahead of the 27.7K benchmark for the horror genre, thanks to big paid-buy support from Orion over the past couple weeks.”
However, despite Lillis’s push on her social media channels (2.2M across Instagram and Twitter), RelishMix says the online chatter for the film has “plenty of snarky conversation making up the negative side, as in, ‘you switch the names and that’s supposed to be new?’ This side of the discussion claims this is another example of feminism entering their beloved genre, and it’s unnecessary. Even if these opinions are in the minority, there are enough in volume to call out here. As a side note, fans and non-fans poking fun at the title in switching other film titles has been fun to observe, from King The Lion to Oz the Wizard.“
RHYTHM SECTION: She’s receiving praise for her turn as a British proper girl-turned-prostitute-turned assassin, but the problem is that Rhythm Section is boring Jason Bourne; a La Femme Nikita we’ve seen all too much before. Moviegoers agree with critics, according to RelishMix, which reports, “Discussion on social for this movie is leaning negative, as the overall sentiment reflects an audience that has seen the ‘bad-ass chick’ before, and there is little to nothing new here.”
“For reasonable action/adventure fans, they are asking two things that indicate their interest in Rhythm Section is mild to nil. First, why do we need another super-spy/assassin female lead film, as movies mentioned above have done it so well – and this movie offers what exactly in freshness? Second, how and why is it reasonable in a ‘real movie’ that a 100-pound woman can toss around 250-pound villains? Much the same sentiment was voiced for last fall’s Terminatorinstallment, and suggests that this action is acceptable in a superhero film, but not this genre.”
RelishMix also notes that the pic’s campaign started late, with the second look at the film debuting only last week – which has been noted in conversation online. “What Rhythm Section lacks is the dazzling partnership or spot that has galvanized fans,” says RelishMix. Despite the OK social media universe of 75.1M, which is under the average 90M for an action/adventure title, “the key social metrics for Rhythm Section offer a challenging look for a substantial opening weekend. The movie is adding a handful of new Facebook fans on a daily basis, and many of the video views on the platform are from the last couple weeks, often indicating a paid buy. As for average daily YouTube views, Rhythmis scoring a light 3.3K, which is far below the usual 14.2K for the genre.”