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On this night, not only "Mr. and Mrs. Smith" were released on a large scale, but also "Danny Wolfhound" produced by Luc Besson, and "Heavenly Dynasty", which opened last weekend, and is still the three largest films in the North American film market.

Due to the large-scale opening of two new films at the same time, Cinema Score's theatrical market research specialists were scattered in major theaters across the United States early in order to get first-hand data of theater audiences in time, analyze them, and predict the subsequent box office trend of the film and even the total box office in North America.

Howard Miller was one of them, and after a hurried dinner, he arrived at one of the largest and most famous commercial theater chains in the West Hollywood area.

While the film was still being shown, Howard Miller found the manager of the theater operations department, and since he was haunted by West Hollywood all year round, the important people in several slightly larger theaters were basically acquainted.

Howard Miller sat in his office in operations and asked, "Kohler, how are the three biggest films being screened?"

The operations manager named Kohler, a bald middle-aged man, took the cigarette handed by Howard Miller, looked out the window, saw that no one was paying attention, lit it and took a puff, showing a look of enjoyment.

Howard Miller also lit one for himself, and at the same time went to the air conditioner and switched to ventilation mode.

Kohler took a hard breath, spit out a mouth full of smoke, and said, ""Heavenly Dynasty" didn't start well last week, and the attendance rate this week was also very poor, and today's one-day box office is not as good as the early sales of "Mr. and Mrs. Smith" at night, of course, "Mr. and Mrs. Smith" has a charter, and the attendance rate is very amazing. ”

"Got a charter?" Howard Miller looked at Kohler, "What charter?"

"Not what you think. Khloe understood at a glance that Howard Miller was thinking crookedly, and said, "It's a fan group of Matthew Horner in West Hollywood, and the 200-person hall is about 150 or 60 people." ”

Howard Miller nodded, quickly took out his notebook and wrote it down, and said, "Is it just a charter room?"

"Do you mean just my theater, or the whole AMG?" asked Kohler.

"Let's talk about it. Howard Miller smiled at him.

"I'm just going to have a charter here. Khloe thought for a moment and said, "But yesterday I was on the phone with the head office, and I heard people talk about the fact that AMG theaters in many large and medium-sized cities such as New York, Seattle, Phoenix, Houston and Chicago have Matthew Horner's fan organizations to charter early screenings of "Mr. and Mrs. Smith." ”

Howard Miller immediately realized that Matthew Horner's fans were beginning to form size and organization, and if Khloe was right, these organized fans, most likely, would have made "Mr. and Mrs. Smith" produce better than expected at the box office.

The pre-sales of "Mr. and Mrs. Smith" were quite good, and the company's original forecast for the first-week box office was $50 million to $55 million, but now it seems that it still underestimated Matthew Horner's personal appeal.

Thinking of this, he said in a joking tone, "Kohler, based on past experience, how much do you expect "Mr. and Mrs. Smith" to box office on the opening weekend?"

Instead of answering, Kohler asked, "What about your company's projections?"

"$50 million to $55 million. Howard Miller said.

Kohler waved his hand, "It's too low! It's too conservative!" he said, gesturing to a poster of "Mr. and Mrs. Smith" in the room, "My theater, this movie has more than three times the attendance and box office sales tonight than 'Kingdom of Dynasty' and 'Danny the Wolfhound' combined." If you look at the topic, Matthew Horner and Charlize Theron have been widely discussed, and the other two films have this effect? And the head office informed us this afternoon that starting tomorrow, the screening rate of "Heavenly Dynasty" will drop by fifteen points, and all of this will be added to "Mr. and Mrs. Smith". ”

Howard Miller nodded slightly.

Kohler continued, "As long as the box office of "Mr. and Mrs. Smith" is not bad in advance, I dare to say that tomorrow its film scheduling rate in major theaters in North America will probably reach 40%!"

"Let's put it this way, Howard. "With Matthew Hoane and Charlize Theron on the topic, plus the fan effect, the opening weekend box office of "Mr. and Mrs. Smith," I personally think, should be 20 or 30 percent higher than you expected. ”

Khloe emphatically reminded, "Don't forget, Matthew Horner's past three films have all been box office hits, and the market appeal is amazing! His commercial value is by no means comparable to those stars who rely on literary films and awards." ”

After he said this, Howard Miller suddenly thought of one thing, "I have read a review before, some institutions specializing in the film market, think that Matthew Horner's market appeal is even incomparable to many A-list stars." ”

Kohler snorted coldly, "Many first-line stars are brushed by style, awards, and fashion, how much box office appeal can such a star have? I dare to say that as long as "Mr. and Mrs. Smith" is a big hit at the box office, Matthew Horner will be a proper first-line star." ”

"Hmm. Howard Miller agrees with him, but adds, "It's a shame he doesn't have any acting awards." ”

Kohler runs a commercial theater chain and is extremely dismissive of this, "Acting awards? Do you ask the big and medium-sized Hollywood studios to care? The first factor that determines Matthew Horner's status in the circle is the salary, which is mainly based on the box office results of the past three films......

Howard Miller interrupted him, "Kohler, you're box office only!"

"It's not me who is the only one who is the box office!" Kohler snuffed out the cigarette butt in his hand, "The only box office is the Hollywood producers!"

Hearing the latter sentence, Howard Miller couldn't find any objections for a while.

Kohler looked at the cigarette butt, confirmed that the cigarette was completely extinguished, threw it into the trash can next to it, and said, "When this "Mr. and Mrs. Smith" is successful, Matthew Horner will definitely receive several times more invitation from the crew than this year's Oscar winner Jamie Fox!"

The electronic watch on Howard Miller's wrist beeped twice, he looked down and said, "'Danny the Wolfhound' is coming to an end, I'm out." ”

Kohler waved his hand and said, "Come back when you're done, I'll treat you to coffee." ”

Coming to the exit of the theater, Howard Miller waited for a few minutes, and the fans who had left the theater walked out one after another, he hurriedly greeted the one who walked in the front, gave a small gift, and began the on-site investigation and collection work.

When he asked about the film he watched, the fan was full of anger, "This "Danny Wolfhound" is a bad movie, I originally came for the name of Luc Besson and Morgan Freeman, but what I saw was a bunch of rags, I knew this, it was better to watch "Mr. and Mrs. Smith" starring Matthew Horner, at least the protagonist is still a handsome guy!"

After this fan left, Howard Miller stopped the second one, and the second fan looked dazed, "When I saw it for half an hour, I was really bored, so I fell asleep, and I didn't know what was going on later, I didn't watch it, so I didn't evaluate it." ”

Howard Miller was stunned, and said in his heart how boring does this film have to be to make people fall asleep?

The evaluations of the few people he asked later were also average, and the best evaluation was just to say, "It's okay to watch it."

Before the end of the show was over, Howard Miller left it alone and hurried to the exit where the other two theaters were connected, because "Mr. and Mrs. Smith" was about to end.

In terms of importance and the value of the information Cinema Score sells, how can "Danny the Wolfhound" compare to "Mr. and Mrs. Smith"?

Luc Besson is famous, but in the North American market, his appeal is not at the same level as Matthew Horner, as for Jett Lee, who would think that his fame and market appeal in North America can be compared to the Oscar?

Howard Miller packed his backpack and held a stack of questionnaires and a pen as a gift, and unlike when he first investigated Danny Wolfhound, Cinema Score created a questionnaire specifically for Mr. and Mrs. Smith.

There are three main contents on the questionnaire, one is to evaluate the film in one sentence, the second is to choose the score in the ABCDEF scoring scale, and the third is why you are watching the movie.

The exits of the two theaters opened one after another, and the first one opened, a large number of fans wearing cultural shirts with Matthew Horner's head came out, Howard Miller didn't mean to step forward, and knew that these were Matthew Horner fans without asking, so let them fill out the questionnaire, and the answers they got can be imagined.

Soon, another exit also had fans come out, and Howard Miller immediately greeted him.

Due to time constraints, he only had time to send out more than a dozen questionnaires, and after collecting them, he went to the bench next to him, sat down and roughly flipped through them.

"It's a fun movie!"

"It's really a thunderbolt, how can two 'sexiest people in the world' meet without sparks?"

"I love watching Matthew and Theron fight and bombard each other with heavy weapons, how strong does that be......"

I don't know why, Howard Miller saw the bombardment, and he had bad associations in his head, vaguely remembering Scarlett Johansson's interview on a notice of "Escape from Clone Island", saying that Matthew Horner had a super giant cannon.

The thought flashed through him, and he refocused on the questionnaire, and among the more than a dozen questionnaires, the highest score was A+, the lowest was B-, and on average, it was probably A-.

If the situation is similar in other theaters, for a purely commercial entertainment film, the word-of-mouth is okay.

As for the last question, there were ten questionnaires that chose Matthew Horner and Charlize Theron.

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