In the not-so-distant past, the box-office performance of Seth MacFarlane‘s “Ted 2” might have been hurt by tough reviews and reports from opening-weekend moviegoers weeks after it debuted. But today, social media-fueled buzz can impact a film within hours, and that’s what happened to “Ted 2,” which disappointed with its $33 million opening.
Lightning-fast feedback can also help a movie in a hurry, too.
At the same time negative Twitter and Facebook comments were muzzling Universal’s trash-talking teddy bear, “Max,” a family film about a heroic military dog, was getting an immediate boost from positive social media buzz and over-performing for Warner Bros. And last weekend, Pixar Animation’s “Inside Out” got a ton of momentum – and buzz accelerated by social media — from strong Thursday night and Friday showings and took off on Saturday.
In short, the same word of mouth that once affected the box office of movies over the course of weeks is now being felt almost immediately, forcing on-the-fly adjustments by theater owners and studio marketing and distribution executives.
“The digital age we are living in creates these exponential shifts that you just can’t predict,” said Nick Carpou, Universal’s distribution chief. He had a front-row seat for this weekend’s buzz-fueled tumble of the “Ted” sequel and the recent explosion of another Universal movie, the blockbuster “Jurassic World.”
“When we got word about the sellouts in key theaters at prime times, I immediately got on the phone with exhibitors and asked them ‘are you watching this and responding?'” said Carpou about the dinosaur sequel’s opening day.
While theater counts for movies are set prior to the release, the screens designated for a particular film are not, giving theater owners the ability to add or cut the number of screens designated for a film based on its performance and buzz. That’s happening much more frequently and extensively as theaters look to provide as many showings of a hot film — and cut those of a cool one.
“Ted 2,” which stars Mark Wahlberg, Amanda Seyfried and Morgan Freeman, had other problems. The concept of a talking teddy bear didn’t seem fresh this time around, and the critics didn’t like it either. But some of the buzz that followed its debut was, in typical Twitter fashion, pointed and nasty.
Ted 2 flopping at the box office is the actual perfect end to this incredible week.
Because that social media buzz doesn’t wait, the studios have had to alter their strategies to counter negative buzz, amplify the positive and, in general, keep up.
“You look at a studio like Disney, which for years didn’t comment about its films’ performance over a weekend, and now they’re feeding the media updates on Friday morning, afternoon and evening, telling us how the film is doing,” said Jeff Bock, senior analyst at Exhibitor Relations.
“They realize that people are going to start talking about their films immediately after they see them on Facebook or Twitter, and they want to get their positive word out just as quickly, and be part of the conversation about the film,” he said.
Some films are more vulnerable — or able to be helped — by the instant feedback. Mature-skewing movies aren’t as impacted because older adults aren’t as active online, and the same goes for films aimed at kids.
But for movies like “Ted 2,” whose primary audience is the young adult, most active on Twitter, it can make a big difference — and fast.
42 Summer Movies on Our Radar: From 'Avengers,' 'Jurassic World' to 'Magic Mike XXL' (Photos)
"Avengers: Age of Ultron" - May 1 The elite superhero team -- including Scarlett Johansson, Robert Downey Jr., Chris Hemsworth and Chris Evans -- assembles again in this follow up to the 2012 blockbuster.
Marvel/Disney
"Welcome to Me" - May 1 Kristen Wiig stars in this indie drama about a woman with borderline personality disorder who buys herself a cable access talk show after winning the lottery. Will Ferrell and Adam McKay produced.
Alchemy
"The D-Train" - May 8 Jack Black plays the head of his high school reunion committee who must convince the most popular guy in his class (James Marsden) to attend the reunion in this Sundance pic.
IFC
"Maggie" - May 8 Arnold Schwarzenegger stars in this indie as a father who stays with his daughter (Abigail Breslin) as she transforms into a zombie.
Roadside Attractions
"Hot Pursuit" - May 8 Reese Witherspoon and Sofia Vergara star in this buddy comedy about a straight-laced cop (Witherspoon) tasked with escorting a witness (Vergara) to her trial
Warner Bros
"The Connection" - May 15 Oscar-winner Jean Dujardin stars in this French crime thriller as a real-life policeman who dedicates his career to taking down a drug lord (Gilles Lellouche)
Relativity
"Mad Max: Fury Road" - May 15 Tom Hardy takes over the role that made Mel Gibson an international star in this reboot from the madcap mind of George Miller
Warner Bros.
"Pitch Perfect 2" - May 15 Anna Kendrick returns for the song-filled sequel to the 2012 musical smash hit.
Universal
"Poltergeist" - May 22 Sam Rockwell leads a remake of the 1982 horror classic that was originally written by Steven Spielberg.
Twentieth Century Fox
"Tomorrowland" - May 22 George Clooney and Britt Robertson star in a sci-fi fantasy about a man and woman who must discover the secrets of a strange land lost in time and space.
Disney
"Aloha" - May 29 Cameron Crowe directs Bradley Cooper and Emma Stone in a romantic comedy about a military contractor overseeing a satellite launch in Hawaii.
Columbia Pictures/Twentieth Century Fox
"San Andreas" - May 29
Dwayne Johnson stars in a disaster movie about a chopper pilot who must rescue his daughter (Alexandra Daddario) after a massive earthquake strikes California.
Warner Bros.
"Entourage" - June 5 Vince (Adrian Grenier) drives Ari (Jeremy Piven) up the wall when he decides to direct and star in his own movie in the big screen version of the HBO show.
HBO/Warner Bros.
"Spy" - June 5 Melissa McCarthy co-wrote and stars in a comedy about a CIA analyst who gets her chance to work in the field when an arms dealer (Rose Byrne) threatens to destabilize the world.
Twentieth Century Fox
"Insidious Chapter 3" - June 5 In this horror prequel, psychic Elise Rainier (Lin Shaye) agrees to help teenager (Stefanie Scott) who is being targeted by a supernatural force.
Blumhouse
"Jurassic World" - June 12 Chris Pratt and Bryce Dallas-Howard lead the latest installment in the Michael Crichton-inspired series. This time around, the park is terrorized by a genetically-engineered dinosaur that escapes its enclosure.
Legendary Pictures
"Me and Earl and The Dying Girl" - June 12 This 2015 Sundance Grand Jury winner follows an anti-social teen (Thomas Mann) who falls in love with a classmate (Olivia Cooke) who has leukemia.
Fox Searchlight
"Dope" - June 19 This Sundance breakout centers on a teen (Shameik Moore) trying to make his Ivy League dreams come true in his tough LA neighborhood.
Open Road Films
"Inside Out" - June 19 Pixar takes us inside the mind of a little girl as her emotions vie for control. Amy Poehler, Mindy Kaling and Bill Hader all lend their voices.
Disney/Pixar
"Ted 2" - June 26 Seth MacFarlane's foul-mouthed teddy bear returns in the sequel that finds Ted (voiced by MacFarlane) and John (Mark Wahlberg) fighting in court to prove that Ted is human.
Universal Pictures
"Batkid Begins" June 26 This feel-good documentary tells the story of a five-year-old leukemia patient who inspired people from all over the world to help him live out his dream of being Batman for a day.
Warner Bros
"Max" - June 26 A Marine-trained German shepherd is sent to live with the family of his former handler (Robbie Amell), who was killed in Afghanistan
Warner Bros
"Big Game" - June 26 A teenage-boy (Onni Tommila) rescues the President of the United States (Samuel L. Jackson) when Air Force One crash lands near his campsite.
EuropaCorp
"Magic Mike XXL" - July 1 Channing Tatum gyrates his way into this sequel as stripper "Magic" Mike who decides to attend an annual stripper conference in Myrtle Beach.
Warner Bros.
"Terminator: Genisys" - July 1 Arnold Schwarzenegger is back as the unstoppable android as he fights to protect Sarah Connor (Emilia Clarke) with the help of Kyle Reese (Jai Courtney).
Paramount
"Minions" - July 2 The Minions are back in this "Despicable Me" spinoff. This time, they are recruited by a super-villainess (Sandra Bullock) in her plot to take over the world.
Universal Pictures
"The Bronze" - July 10 "Big Bang Theory" star Melissa Rauch co-wrote and stars in this comedy about a former Olympic athlete clinging to her last shreds of fame.
Relativity
"Self/Less" - July 10 Ryan Reynolds stars in this thriller about a wealthy, dying man who pays to have his consciousness transferred into a younger body. When he begins to investigate where the body came from, he discovers a terrifying mystery
Focus Features
"Ant-Man" - July 17 Paul Rudd leads this Marvel comic adaptation about a con man who is given a device that can shrink him in scale by Dr. Hank Pym (Michael Douglas).
Marvel/Disney
"Trainwreck" - July 17 Amy Schumer and Bill Hader star in a Judd Apatow comedy about a magazine writer (Schumer) who refuses to commit, until her relationship with a doctor (Hader) challenges her notions of monogamy.
Universal Pictures
"Stanford Prison Experiment" - July 17 Based on the infamous 1971 psychological experiment, 24 male students volunteer to play prisoners or guards in a mock-prison, only for things to spiral completely out of control.
IFC
"Paper Towns" - July 24 Based on the novel by John Green, Nat Wolff plays a boy who convinces his friends to embark on a road trip to find the missing girl next door (Cara Delevingne).
Twentieth Century Fox
"Pixels" - July 24 Adam Sandler leads a team of gamers (Kevin James, Josh Gad, Peter Dinklage) who must fight aliens that invade Earth in the form of classic video games.
Columbia Pictures
"Southpaw" - July 24 Jake Gyllenhaal packed on the muscle for this drama about a troubled boxer fighting to regain custody of his daughter. Antoine Fuqua directed based on a script by Kurt Sutter.
The Weinstein Company
"Irrational Man" - July 24 Joaquin Phoenix and Emma Stone star in a Woody Allen film about a college philosophy professor (Phoenix) who enters into a relationship with his student (Stone).
Sony Classics
"Mission: Impossible - Rogue Nation" - July 31 Tom Cruise once again does the impossible as he leads his team against an international syndicate intent on destroying the Impossible Mission Force.
Paramount
"End of the Tour" - July 31 Jesse Eisenberg stars as Rolling Stone journalist David Lipsky as he conducts a series of interviews with author David Foster Wallace (Jason Segel). The film is based on Lipsky's book, "Although of Course You End Up Becoming Yourself."
A24
"Fantastic Four" - August 7 Miles Teller (Mr. Fantastic), Michael B. Jordan (Human Torch), Kate Mara (Invisible Girl), and Jamie Bell (The Thing) lead this comic adaptation about the superhero team that gained powers after an accident in space.
Twentieth Century Fox
"Masterminds" - August 7 Kristen Wiig, Jason Sudekis and Zach Galifianakis star in this heist comedy about a real 1997 armored car robbery in North Carolina
Relativity
"The Man From U.N.C.L.E." - August 14 Henry Cavill and Armie Hammer play an American and Russian agent forced to team up to stop an evil organization trying to steal nuclear weapons. The film is based on the 1964 TV series of the same name.
Warner Bros
"Straight Outta Compton" - August 14 O'Shea Jackson Jr., the son of Ice Cube, plays his father in this look at the impact of the revolutionary gangster rap group NWA.
Universal
"Hitman: Agent 47" - August 28 Rupert Friend stars in this video game adaptation about a genetically engineered assassin who teams up with a mysterious young woman to bring down an evil corporation.
Twentieth Century Fox
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TheWrap Summer Movie Preview 2015: ”Mission: Impossible 5,“ ”Entourage,“ ”Mad Max: Fury Road“ also among season’s big releases