“Crazy Rich Asians,” with a $35 million five-day opening, over-performed initial box office estimates, which had pegged the picture to open to $18 million just three weeks ago.
As with other groundbreaking films featuring diverse casts, tracking projections underestimated the opening weekend — the same thing that happened with “Black Panther,” “Wonder Woman,” “Girls Trip,” “Coco,” and others over the last few years.
Estimating the opening haul for any film is an inexact science, part market research and part gut feeling. Films with black, female, Asian-American, or Latino leads — groups grossly underrepresented in Hollywood — can be even harder to predict because of the lack of comparable films, or comps, some box office trackers say. Of course, studios are also conservative in their estimates, eager to not look bad by over-shooting the potential opening number.
One thing tracking can’t take into account for films like “Black Panther” and “Crazy Rich Asians” is concerted...
As with other groundbreaking films featuring diverse casts, tracking projections underestimated the opening weekend — the same thing that happened with “Black Panther,” “Wonder Woman,” “Girls Trip,” “Coco,” and others over the last few years.
Estimating the opening haul for any film is an inexact science, part market research and part gut feeling. Films with black, female, Asian-American, or Latino leads — groups grossly underrepresented in Hollywood — can be even harder to predict because of the lack of comparable films, or comps, some box office trackers say. Of course, studios are also conservative in their estimates, eager to not look bad by over-shooting the potential opening number.
One thing tracking can’t take into account for films like “Black Panther” and “Crazy Rich Asians” is concerted...
- 8/20/2018
- by Ricardo Lopez
- Variety - Film News
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