“Kong: Skull Island” opened to a so-so $61 million in domestic box office for its premiere three-day weekend, which trade publication Deadline says is a triumph. The $185 million-budget yarn was trending as a flop just a few weeks earlier.
The Warner Bros. Pictures/Legendary Pictures film was headed a mid-40s million dollars opening when it first landed in pre-release tracking surveys. So the actual premiere is about 35% higher than originally forecast. Just before release, tracking estimates nudged up to the high 40s, which translates to 28% under the $61 million actual.
“To Warner Bros. and Legendary’s credit, they set to position ‘Kong: Skull Island’ as a different kind of ‘King Kong’ movie: that was apparent in the Comic-Con trailer,” wrote Deadline’s Anthony D’Alessandro. “…the fact that Warner Bros. was able to raise ‘Kong: Skull Island‘s’ fortune a bit is a testament to their last-minute marketing and PR efforts.”
The 35% hike in forecast highlights “tracking surveys’ that estimate box office for films six weeks before release. Just before opening weekend, tracking estimates had moved up to the high A 15% margin of error is considered acceptable, says the third edition of book “Marketing To Moviegoers.”
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