Visible Measures Blog

With Halloween fast approaching, horror films are gearing up for a frightful fall. The chart this week features four scary flicks with Paranormal Activity 2 joining Devil, The Last Exorcism, and Resident Evil. The top two spots go to horror flicks, The Last Exorcism, which released last weekend, and Resident Evil, set to bow next weekend. They make up the bulk of the chart's overall views. Paranormal Activity 2, the sequel to the sleeper hit from last fall, takes sixth place with 424,000 views.

Opening This Weekend

Machete and Going The Distance open nationwide this weekend with modest view counts. Despite opening the same weekend, it seems like box office competition between the films will be light – the action-packed Machete has been connecting with male audiences in online video while Drew Barrymore's Going the Distance has been more popular with the ladies.

Nevertheless, Machete has consistently outperformed Going the Distance in online video. The action film has been on the chart four times while the romantic comedy debuted just this week. It leads Going the Distance by 250,000 views.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	1	The Last Exorcism	Lionsgate	Horror	1,840,447	-1	-38%
2	2	Resident Evil: Afterlife	Sony	Action / Horror	1,494,118	1	13%
3	5	Machete	Fox	Action	602,633	0	31%
4	3	Jackass 3D	Paramount	Documentary	601,383	6	-37%
5	6	Takers	Sony	Action	572,097	-1	67%
6	NEW	Paranormal Activity 2	Paramount	Horror	424,181	7	NEW
7	NEW	Going the Distance	Warner Bros.	Comedy	379,059	0	NEW
8	4	The Social Network	Sony	Drama	357,522	4	-46%
9	9	Devil	Universal	Horror	325,194	2	27%
10	10	Easy A	Sony	Comedy	313,348	2	38%

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Vampires Suck, fueled by the viral video power of Twilight, laughed its way back into first place this week on The Top 10 Online Film Trailers Chart. The film, which released Wednesday, seems to be attracting both fans and foes of the original franchise. But, unlike the original, the satirical laugher is down for its silver screen debut, dropping nearly 20% in views from last week.

Lottery Ticket, starring Bow Wow, Ice Cube, Mike Epps, and Charlie Murphy also hits theaters this weekend. The film debuts on the chart at seventh place with 300,000+ views.

The Social Network, helmed by David Fincher and written by Aaron Sorkin, experienced the biggest surge in views of the group this week. The boost was due to a number of spoofs of the trailer, featuring the founders of YouTube and Twitter.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Vampires Suck	Fox	Comedy	4,290,148	0	-18%
2	3	The Expendables	Lionsgate	Action	2,659,569	-1	25%
3	6	Scott Pilgrim vs. the World	Universal	Action	1,292,541	-1	86%
4	5	Resident Evil: Afterlife	Sony	Action	875,940	3	-11%
5	8	The Social Network	Sony	Drama	817,350	6	143%
6	7	Eat Pray Love	Sony	Drama	618,454	-1	29%
7	NEW	Lottery Ticket	Warner Bros.	Comedy	301,133	0	NEW
8	9	Takers	Sony	Action	293,051	1	2%
9	10	The Last Exorcism	Lionsgate	Horror	242,851	1	-8%
10	Back On Chart	Machete	Fox	Action	168,602	2	Back On Chart

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It's going to be a hot weekend in Hollywood as the action-packed Expendables takes on the soul-searching, globe-trotting Eat Pray Love. In addition to these star-studded heavyweights, anime-like Scott Pilgrim vs. The World headlining Michael Cera also enters the fray.

Of the three openers, only The Expendables, starring nearly every action star you've ever heard of, has increased in views this week. It jumped over 25% to reach 2.1 million views. Both Eat Pray Love and Scott Pilgrim dropped in views this week, which is out of character for films primed to hit the silver screen. Scott Pilgrim generated nearly 700,000 views while the Julia Roberts starrer Eat Pray Love was sub 500,000.

In terms of demographics, Eat Pray Love is trending slightly female while Scott Pilgrim and The Expendables have seen male audiences above 80%.

One week from release, Vampires Suck bit into over 5.2 million views this week. The blood-sucking spoof is riding the coattails of the Twilight series in a serious way, attracting both Twilight lovers and haters across the board. The most-used term among the film's 60,000+ comments is none other than "Twilight." The laugher is also attracting Twilight-like demographics, with young females making up 65% of its online video audience.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Step Up 3D	Touchstone Pictures, Summit	Drama	9,008,929	-1	105%
2	1	Vampires Suck	Fox	Comedy	5,247,949	1	6%
3	3	The Expendables	Lionsgate	Action	2,135,493	0	26%
4	5	The Other Guys	Columbia	Action	1,167,545	-1	18%
5	4	Resident Evil: Afterlife	Sony	Action	987,361	4	-1%
6	6	Scott Pilgrim vs. The World	Universal	Action	696,595	0	-27%
7	8	Eat Pray Love	Sony	Drama	478,373	0	-9%
8	NEW	The Social Network	Sony	Drama	336,197	7	NEW
9	NEW	Takers	Sony	Action	285,989	2	NEW
10	NEW	The Last Exorcism	Lionsgate	Horror	264,944	2	NEW

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It should be an interesting weekend at the box office with Step Up 3D and The Other Guys both hitting theaters this Friday. In online video, Step Up 3D has been more popular across the board with males and females while The Other Guys has a much higher male bias. This gender split usually indicates that there shouldn't be much competition between the films for box office dollars. Step Up 3D grew by 35% to reach 4.4 million views while The Other Guys jumped over 120% to land 990,000+. The films are in second and fifth place, respectively.

Taking direct aim at the Twilight series, Vampires Suck rocketed to the top of the Top 10 Online Film Trailers Chart this week with nearly 5 million views. Another vampire flick on the chart seems to suggest that no matter how you cut it, vampires suck up the views in online video. It releases next week.

Two new films debut on the Top 10 this week. Four weeks from release, Machete takes ninth place with a cast busting with big names: Jessica Alba, Danny Trejo, Michelle Rodriguez, Steven Seagal, and Robert De Niro among others. Cats and Dogs: Revenge Of Kitty Galore released last week and rode its post-release bump into tenth place with 260,000 views.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	NEW	Vampires Suck	Fox	Comedy	4,956,676	1	NEW
2	1	Step Up 3D	Touchstone Pictures, Summit	Drama, Romance, Music	4,402,166	0	35%
3	3	The Expendables	Lionsgate	Action	1,573,430	1	15%
4	5	Resident Evil: Afterlife	Sony	Action	996,527	5	9%
5	9	The Other Guys	Columbia	Action	991,831	0	124%
6	8	Scott Pilgrim vs. the World	Universal	Action	954,433	1	99%
7	4	Charlie St. Cloud	Universal	Drama	617,350	-1	-35%
8	10	Eat Pray Love	Sony	Drama	525,557	1	60%
9	NEW	Machete	Fox	Action	448,128	4	NEW
10	NEW	Cats and Dogs: Revenge of Kitty Galore	Warner Bros.	Comedy	259,567	-1	NEW

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Charlie St. Cloud surged onto the Top 10 Online Film Trailers Chart as it heads into theaters this weekend. The film shot to fourth place with a solid 950,000+ views. With audiences for Charlie St. Cloud consisting of more than 70% women with an average age of 20, it seems as though Hollywood heartthrob Zac Efron hasn't lost his charm with the younger ladies.

One week from release, Step Up 3D steals the spotlight on the chart, taking first place with a 217% boost. The majority of the growth came from Club Can't Handle Me, a music video by rapper Flo Rida with scenes from the film, accounting for nearly two million views. We saw a similar strategy from Sony when releasing The Karate Kid.

Looking at films that released last weekend, Salt moved into second place with a nearly 70% increase, reaching 1.5 million views (it was second place at the box office as well). Ramona and Beezus gained 10% while Dinner For Schmucks jumped nearly 50% to hit 530,000+ views.

Aside from Charlie St. Cloud, Eat Pray Love makes its debut on the chart this week, sliding into tenth place with 325,000+ views. The film has gained little traction in online video despite running on the star power of Julia Roberts. The dramatic comedy from Sony remains two weeks from release.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	4	Step Up 3D	Touchstone Pictures, Summit	Drama	3,262,329	1	217%
2	5	Salt	Sony	Action	1,566,345	-1	68%
3	3	The Expendables	Lionsgate	Action	1,372,751	2	31%
4	NEW	Charlie St. Cloud	Universal	Drama	953,250	0	NEW
5	6	Resident Evil: Afterlife	Sony	Action	910,091	6	6%
6	7	Ramona and Beezus	20th Century Fox	Comedy	676,165	-1	10%
7	8	Dinner For Schmucks	Dreamworks	Comedy	532,683	-1	47%
8	10	Scott Pilgrim vs. the World	Universal	Action	480,327	2	58%
9	9	The Other Guys	Columbia	Action	441,865	1	30%
10	NEW	Eat Pray Love	Sony	Comedy	328,224	2	NEW

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Three films open this weekend including action flick Salt and a pair of comedies, Ramona and Beezus and Dinner For Schmucks. Salt, starring Angelina Jolie, leads the group of openers at fifth place with 930,000+ views coming from a healthy 50% bump. Ramona and Beezus grew nearly 30% to reach seventh place with 615,000 views. Dinner For Schmucks is one step behind at eighth place and 360,000 views.

Schmucks and Salt square off in demographics, with audiences for both films skewing heavily male. Ramona and Beezus has been attracting much more female oriented crowd in online video, suggesting that its closest competitor for audiences at the box office could be Twilight: Eclipse.

Inception and The Sorcerer's Apprentice hit theaters last weekend both experiencing the customary post-release surge in growth. Inception gained a whopping 210% in views while Apprentice grew by 165%. They're in first and second place, respectively.

One new film entered the chart this week and one returned to the ranks. Seven weeks from release, Resident Evil: Afterlife moved into sixth place with a strong debut of 850,000+ views. In tenth place, Scott Pilgrim vs. The World returned from a two week absence with 300,000+ views. It stands three weeks from release.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	3	Inception	Warner Bros.	Mystery	4,997,757	-1	212%
2	7	The Sorcerer's Apprentice	Disney	Action	1,530,672	-1	166%
3	4	The Expendables	Lionsgate	Action	1,051,707	3	59%
4	5	Step Up 3D	Touchstone Pictures, Summit	Drama	1,029,096	2	62%
5	6	Salt	Sony	Action	933,092	0	50%
6	NEW	Resident Evil: Afterlife	Sony	Action	856,072	7	NEW
7	8	Ramona and Beezus	20th Century Fox	Comedy	615,533	0	28%
8	10	Dinner For Schmucks	Dreamworks	Comedy	362,852	0	25%
9	9	The Other Guys	Columbia	Comedy	339,460	2	-6%
10	Back On Chart	Scott Pilgrim vs. the World	Universal	Action	304,318	3	Back On Chart

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The highly anticipated Inception hits theaters this weekend after experiencing a significant increase in views this week, jumping nearly 90%. The film, staring Leonardo DiCaprio and Ellen Page, garnered 1.6 million views, good enough for third place. Going from the mind to the magical, The Sorcerer's Apprentice will compete against the Warner Brothers' psychological thriller this weekend. With 575,000+ views, the Disney film featuring Nicholas Cage is over 1 million views behind Inception.

The results of last week's face off are in, and the battle between animated and super villains is over, with less ferocious Despicable Me the victor, taking $56 million at the box office. The animated villain continued his reign this week by grabbing first place on the chart with a hefty 7.1 million views. The runner up, Predators, took second place with a little over 2 million views.

Films debuting on the chart this week include Ramona and Beezus and Dinner For Schmucks. Both films are one week before their release.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Despicable Me	Universal	Animation	7,132,621	-1	133%
2	4	Predators	20th Century Fox	Action	2,070,267	-1	35%
3	5	Inception	Warner Bros.	Mystery	1,600,739	0	87%
4	9	The Expendables	Lionsgate	Action	659,751	4	10%
5	7	Step Up 3D	Touchstone Pictures, Summit	Drama	633,969	3	-9%
6	6	Salt	Sony	Action	623,370	1	-14%
7	10	The Sorcerer's Apprentice	Disney	Action	575,895	0	13%
8	NEW	Ramona and Beezus	20th Century Fox	Comedy	481,054	1	NEW
9	8	The Other Guys	Columbia	Comedy	359,738	3	-43%
10	NEW	Dinner For Schmucks	Dreamworks	Comedy	289,268	1	NEW

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When put head-to-head, online video audiences chose super goofy animated villains nearly two times to one over the ferocious flesh-ripping variety this week. This battle of the super villains makes the jump from the little mobile screen to the big static one this weekend with Despicable Me and Predators hitting box offices nationwide. Both films splash across the silver screen on a rise in online video, with Despicable Me increasing 50% and Predators jumping nearly 30%. Despicable Me wiped out nearly twice the views of its sinister competitor, reaching 3 million views to Predators' 1.5 million. Despite this gap in online video, Predators might be able to lean on its franchise for help at the box office. Who do you think will win this weekend?

As expected, Twilight Saga: Eclipse finishes its run on the Top 10 Online Film Trailers Chart in first place. And while there wasn't much doubt whether it would continue to dominate the chart this week, the question remained of how it would compare to its predecessor, New Moon. In the end, Eclipse's 15 million post-release views were heavily overshadowed by those of New Moon, which took down a robust 37 million.

The Last Airbender also hit theaters last weekend. However, the expected post-release growth surge was only a temperate 20%. The film remains in third place.

Three new films debut this week including Salt starring Angelina Jolie, The Oher Guys starring Will Ferrel and Mark Wahlberg, and The Sorcerer's Apprentice starring Nicholas Cage. The films enter the chart at different periods of their marketing cycles, at two, four, and one week(s) from release, respectively.

The Most-Watched Movie Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	1	Twilight Saga: Eclipse	Summit	Fantasy	15,350,463	-1	15%
2	2	Despicable Me	Universal	Animation	3,055,782	0	50%
3	3	The Last Airbender	Paramount	Adventure	2,297,619	-1	20%
4	5	Predators	20th Century Fox	Action	1,528,867	0	29%
5	6	Inception	Warner Bros.	Mystery	855,538	1	1%
6	NEW	Salt	Sony	Action	722,036	2	NEW
7	8	Step Up 3D	Touchstone Pictures, Summit	Drama	698,632	4	26%
8	NEW	The Other Guys	Columbia	Comedy	633,742	4	NEW
9	9	The Expendables	Lionsgate	Action	600,394	5	11%
10	NEW	The Sorcerer's Apprentice	Disney	Action	508,488	1	NEW

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Twilight Saga: Eclipse released Wednesday and has already made $68 million at the box office. The third installments of the vampire romance reclaims first place on the chart after being ousted by Toy Story 3's strong finale last week. With 13.3 million views, this week marks Eclipse's strongest online video performance yet. If you're interested in a deep dive on Eclipse's pre-release performance, be sure to read our analysis published earlier this week: Down in Online Video, Can Eclipse Beat New Moon at the Box Office?.

The Last Airbender also hits theaters this weekend, taking third place on the chart with 1.9 million views. With the Twilight series' continued success at the box office, opening against the franchise could be a daunting task, however our data suggests the two films are gaining traction with different audiences. The gender makeup for The Last Airbender's online audience skews male by nearly 70% whereas Eclipse's audience consists of well over 70% female. 

Largest Growth

Grown Ups surged by over 227% this week to jump to fourth place from tenth. The Sony comedy hit theaters last week generating 1.4 million views for a strong finish, coming after intermittent periods of low view counts leading up to release. 

The Most-Watched Movie Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Twilight Saga: Eclipse	Summit	Fantasy	13,360,801	0	29%
2	3	Despicable Me	Universal	Animation	2,031,960	1	4%
3	4	The Last Airbender	Paramount	Adventure	1,916,877	0	30%
4	10	Grown Ups	Sony	Comedy	1,478,358	-1	227%
5	5	Predators	20th Century Fox	Action	1,188,199	1	50%
6	7	Inception	Warner Bros.	Mystery	850,462	2	53%
7	NEW	Knight and Day	20th Century Fox	Drama	628,718	-1	NEW
8	9	Step Up 3D	Touchstone Pictures, Summit	Drama	553,571	5	12%
9	8	The Expendables	Lionsgate	Action	542,254	6	8%
10	6	Scott Pilgrim vs. the World	Universal	Action	418,473	6	-31%

Source: Visible Measures

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When it released nearly 18 months ago, Twilight blew the doors off analysts' box office projections. The vampire romance was a phenomenon difficult to anticipate: it was an untested franchise on the silver screen being released by a relatively small distribution company, Summit Entertainment. However, prior to its release, Twilight excelled in online video, metrics we quietly measured throughout the film's release. When the film topped $70 million its opening weekend it had accumulated an unprecedented 100+ million views in online video; its success made sense.

Eclipse, the third installment in the Twilight franchise, releases tomorrow. By any normal film's standards, Eclipse has been rocking in online video. With a total of nearly 150 million views to date, it has dominated our Top 10 Online Film Trailers Chart almost every week, scoring upwards of 5 million views with every appearance. But Eclipse is no normal film, and as we've reported over the past few weeks, Eclipse has struggled to keep up with its predecessor, New Moon.

Of course, most films struggle to keep up with the most-watched film in online video of all time. New Moon towers above all other films on our 100 Million Views Club, trouncing the original Twilight by 300 million views. Behind Soulja Boy's behemoth Crank Dat, New Moon is the second most-watched online video campaign in history with 634 million views.

When it hit theaters, New Moon had already seen over 225 million views, about 75 million more than Eclipse will have when it releases tomorrow. But in the last three weeks, Eclipse has begun to show that it can compete with the online film trailer titan, even topping it in daily view counts a handful of times. The discrepancies in the daily view count averages have also declined in the past three weeks: Eclipse has scored an average of 1.9 million daily views to New Moon's 2.2 million. In total views, Eclipse has 37.5 million views in the same timeframe; New Moon had 42 million. Eclipse is behind in both measures, but not by much.

At the Box Office

While online video is a key indicator of what's sparking interest in society at any given time, it's still difficult to equate online video success with box office dollars. New Moon opened with a staggering $142 million at the box office and 225 million views. With 150 million views to date, we'll have to wait and see how Eclipse performs.

What do you think? Will Eclipse rise to the occasion and top New Moon at the box office? Leave your comments and questions below.