We first took notice of this correlation in September of 2011 when the latest "can't miss" Sarah
As we investigated further we found the theatrical advertising fast-forward rate, prior to a film's open, provides some insight into box office performance. In short, it can tell you whether the film will be showing on your next flight or not.
The next movie that made an inglorious debut was the remake of multiple remakes, The Three Musketeers. From Summit Entertainment the film boasted an international cast including Orlando Bloom and Milla Jovovich, and yet the initial fast-forward rate during the week of September 19, 2011 was 20%. As was reported in Movie spots are a critical element in determining a film's success or failure during the opening weekend, so it is surprising to see how repetitious they have become. Creative campaigns are few and far between, but when they deliver it can be the difference between a strong open and "Today's feature on our flight will be Larry Crowne Returns."
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