By David Poland poland@moviecitynews.com
Indiana Jones & The Battle For Dominance In Utterly Irrelevant Hype
One of the ways the very valuable, well-run, helpful internet ticket buying companies are now hyping themselves is to send out weekly reports on their tickets sales. These reports are now regularly reported on websites, including Variety’s, and even referred to in Traditional Media.
One problem… they’re irrelevant non-information posing as valuable info.
You see, the further any poll gets from an unbiased survey, the less valuable that poll becomes. The least reported on aspect of polling, even in the political season, is how questions skew any survey. For instance, last night, 21% of people in KY said race was important in their voting choice… and only 80% of those people voted for Clinton… this, according to the exit polling. Something is screwy there, unless you have a lot of white people voting for Obama because he’s black or the polling is simply wrong. We have no way of knowing.
Polls by ticket-sellers are also skewed… mostly by the vagaries of online ticket sales, none of which are offered as warnings when these numbers are bandied about. I would be willing to bet that more women use the service than men, that parents who are taking smaller kids to the movies use it more than single for matinees, and that bigger cities with theaters that sell out regularly have a much higher percentage of online sales than anywhere else.
So in other words, Sex & The City should be doing big numbers with women who are planning to go one opening weekend in cities where the show had the biggest penetration, which is bigger cities. So on the Fandango chart below, you see a 5-to-1 percentage of ticket sales for S&TC vs Narnia, when there is almost no chance that this weekend
Wow, that is truly unbelievable that they’d be reporting those numbers as if it was some kind of telltale sign of a movie’s success.
That’s about as unscientific as it gets.
It’s also a way for the Liberal Media to avoid bad news (Picturehouse, WiP both shut down) or a genuine trend (Regal Cinemas adding 3D chainwide).