In an exclusive Ad Age /Ipsos Observer survey, we talked to consumers about the summer movie season. Perhaps when asked in June, they were already fixated on Harry Potter.
A near majority of 45% said that they were more excited about this year's crop of blockbusters than they were last year. But that hasn't yet translated into sales. According to data from BoxOfficeMojo, the summer season for 2011 shows an increase over last summer of less than 1% through the week of July 4. While that cuts off just before the release of "Harry Potter and the Deathly Hallows, Part 2," it does include huge hits like "Transformers 3." For the record, we're starting the calculation in early May after the release of "Thor" this year and "Iron Man 2" last year. BoxOfficeMojo releases box-office figures for the top 12 films each week. In that period sales were $2.16 billion.
The flat results aren't for a perceived lack of marketing. More than 80% of those surveyed said they had seen as many or more movie trailers this year than in 2010.
We'll check back at the end of the season and see if Potter-mania was able to boost the box office enough to demonstrate some correlation between perceived excitement and actual tickets sold, but so far it looks like that will take some serious magic.~ ~ ~
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