r/boxoffice A24 Feb 20 '23

Original Analysis CinemaScore Analysis – 2012 Edition

Link to the other editions:

1980s: 1982 | 1986 | 1987 | 1988 | 1989

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2000s: 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009

2010s: 2010 | 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | 2019

2020s: 2020 | 2021 | 2022 | 2023

In this post, I kept track of every 2012 movie's CinemaScore (at least, the ones that got it). I plan to post for each subsequent year until 2022, one year per weekend. My intention is to see the evolution of each year and how the grades can either help or damage a movie's legs.

I plan to delve into each year and each movie that got a grade. While CinemaScore was founded in 1979, we didn't get a grade until 1982 and we didn't get full information until 1986.

Before starting, some notes:

  • This list is based on multipliers/legs. In this case, domestic total/domestic opening weekend = multiplier/legs.

  • If a movie opens on Saturday or Sunday (like on Christmas Day), I will use its first full weekend (Friday through Sunday).

  • The opening weekend is based on its first wide release (600+ theaters).

  • If a movie never makes it past 600 theaters, then its biggest weekend number will be used.

  • The figures are all taken from The Numbers and Box Office Mojo.

In 2012, 127 movies received CinemaScores (2011 had 137). How did it go?

A+

2 movies (1.57%) managed to get the rare A+. Generally, this indicates exceptional word of mouth and guarantees a long and healthy run. Of course, the bigger a movie opens, the weaker legs will turn out to be. These movies averaged a 5.00x multiplier. In comparison, 2011 had 4 movies with a 4.56x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Argo Oct/12 Warner Bros. $19,458,109 $136,025,503 $44M 28 6.99x
2 The Avengers May/4 Disney $207,438,708 $623,357,910 $220M 22 3.01x

A

24 movies (18.89%) managed to get the grade. A step down from the rare A+, but it still indicates strong word of mouth. These movies averaged a 4.49x multiplier. In comparison, 2011 had 17 movies with a 4.43x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 The Intouchables May/25 The Weinstein Company $566,130 $13,182,281 $10.8M 34 23.28x
2 Lincoln Nov/9 Disney $21,049,406 $182,207,973 $65M 24 8.66x
3 The Perks of Being a Wallflower Sep/21 Lionsgate $2,150,064 $17,742,948 $13M 20 8.25x
4 Les Misérables Dec/25 Universal $27,281,735 $148,809,770 $61M 14 5.45x
5 Pitch Perfect Sep/28 Universal $14,846,830 $65,001,093 $17M 20 4.38x
6 Rise of the Guardians Nov/21 Paramount $23,773,465 $103,412,758 $145M 20 4.35x
7 Wreck-It Ralph Nov/2 Disney $49,038,712 $189,412,677 $165M 26 3.86x
8 Here Comes the Boom Oct/12 Sony $11,816,596 $45,290,318 $42M 19 3.83x
9 Madagascar 3: Europe's Most Wanted Jun/8 Paramount $60,316,738 $216,391,482 $145M 19 3.59x
10 Brave Jun/22 Disney $66,323,594 $237,282,182 $185M 30 3.58x
11 The Hobbit: An Unexpected Journey Dec/14 Warner Bros. $84,617,303 $303,003,568 $200M 19 3.58x
12 Katy Perry: Part of Me Jul/5 Paramount $7,138,266 $25,326,071 $13M 8 3.55x
13 Skyfall Nov/9 Sony $88,364,714 $304,360,277 $200M 18 3.44x
14 The Lorax Mar/2 Universal $70,217,070 $214,030,500 $70M 21 3.05x
15 Act of Valor Feb/24 Relativity Media $24,476,632 $70,012,847 $12M 15 2.86x
16 The Dark Knight Rises Jul/20 Warner Bros. $160,887,295 $448,139,099 $230M 21 2.79x
17 Think Like a Man Apr/20 Sony $33,636,303 $91,547,205 $12M 12 2.72x
18 Chimpanzee Apr/20 Disney $10,673,748 $28,965,459 $5M 16 2.71x
19 The Hunger Games Mar/23 Lionsgate $152,535,747 $408,010,692 $78M 24 2.67x
20 Red Tails Jan/20 Fox $18,782,154 $49,876,377 $58M 20 2.66x
21 Alex Cross Oct/19 Lionsgate $11,396,768 $25,888,412 $35M 11 2.27x
22 Good Deeds Feb/24 Lionsgate $15,583,924 $35,025,791 $14M 12 2.25x
23 Sparkle Aug/17 Sony $11,643,342 $24,397,469 $14M 7 2.10x
24 The Twilight Saga: Breaking Dawn – Part 2 Nov/16 Lionsgate $141,067,634 $292,324,737 $136M 16 2.07x

A–

25 movies (19.68%) managed to get the grade. Generally, word of mouth will be good and indicates audiences like the movie, their expectations were met and nothing more. These movies averaged a 4.77x multiplier. In comparison, 2011 had 24 movies with a 5.48x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Silver Linings Playbook Nov/16 The Weinstein Company $4,079,314 $132,092,958 $21M 29 32.38x
2 Life of Pi Nov/21 Fox $22,451,514 $124,987,022 $120M 35 5.57x
3 Django Unchained Dec/25 The Weinstein Company $30,122,888 $162,805,434 $100M 19 5.40x
4 Parental Guidance Dec/25 Fox $14,554,053 $77,267,296 $25M 21 5.31x
5 Jack Reacher Dec/21 Paramount $15,210,156 $80,070,736 $60M 13 5.26x
6 The Odd Life of Timothy Green Aug/15 Disney $10,822,903 $51,853,450 $25M 22 4.79x
7 The Amazing Spider-Man Jul/3 Sony $62,004,688 $262,030,663 $200M 15 4.23x
8 Ted Jun/29 Universal $54,415,205 $218,665,740 $50M 17 4.02x
9 Zero Dark Thirty Dec/19 Sony $24,438,936 $95,720,716 $40M 15 3.92x
10 Journey 2: The Mysterious Island Feb/10 Warner Bros. $27,335,363 $103,860,290 $80M 20 3.80x
11 Flight Nov/2 Paramount $24,900,566 $93,772,375 $31M 15 3.77x
12 Hotel Transylvania Sep/28 Sony $42,522,194 $148,313,048 $85M 21 3.49x
13 Ice Age: Continental Drift Jul/13 Fox $46,629,259 $161,321,843 $95M 30 3.46x
14 Diary of a Wimpy Kid: Dog Days Aug/3 Fox $14,623,599 $49,008,662 $22M 20 3.35x
15 This Means War Feb/17 Fox $17,405,930 $54,760,791 $65M 17 3.15x
16 Safe House Feb/10 Universal $40,172,720 $126,181,630 $85M 14 3.14x
17 End of Watch Sep/21 Open Road Films $13,152,683 $41,003,371 $7M 17 3.12x
18 The Secret World of Arrietty Feb/17 Disney $6,446,395 $19,192,510 $23M 16 2.98x
19 The Expendables 2 Aug/17 Lionsgate $28,591,370 $85,028,192 $100M 14 2.97x
20 Joyful Noise Jan/13 Warner Bros. $11,225,190 $30,932,113 $25M 10 2.76x
21 Contraband Jan/13 Universal $24,349,815 $66,528,000 $25M 9 2.73x
22 Big Miracle Feb/3 Universal $7,760,205 $20,157,300 $40M 9 2.60x
23 Madea's Witness Protection Jun/29 Lionsgate $25,390,575 $65,653,242 $20M 12 2.59x
24 Underworld: Awakening Jan/20 Sony $25,306,725 $62,321,039 $70M 7 2.46x
25 Won't Back Down Sep/28 Fox $2,603,370 $5,310,554 $19M 8 2.04x

B+

18 movies (14.17%) managed to get the grade. This is where things get interesting. Generally, it indicates average word of mouth. The audience didn't love it, but didn't hate it. For some niche movies, this should be a fine score. But for IP-driven movies, this should be concerning as fans are more biased to the movie itself. These movies averaged a 2.91x multiplier. In comparison, 2011 had 29 movies with a 3.37x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 ParaNorman Aug/17 Focus Features $14,087,050 $56,003,051 $60M 20 3.98x
2 Lawless Aug/29 The Weinstein Company $10,001,982 $37,397,291 $26M 13 3.74x
3 Seven Psychopaths Oct/12 CBS Films $4,174,915 $15,024,049 $15M 10 3.60x
4 Mirror Mirror Mar/30 Relativity Media $18,132,085 $64,935,167 $85M 20 3.58x
5 Men in Black 3 May/25 Sony $54,592,779 $179,020,854 $225M 16 3.28x
6 Frankenweenie Oct/5 Disney $11,412,213 $35,287,788 $39M 21 3.09x
7 Step Up Revolution Jul/27 Lionsgate $11,731,708 $35,074,677 $33M 10 2.99x
8 Trouble with the Curve Sep/21 Warner Bros. $12,162,040 $35,763,137 $60M 12 2.94x
9 People Like Us Jun/29 Disney $4,255,423 $12,431,792 $16M 9 2.92x
10 Taken 2 Oct/5 Fox $49,514,769 $139,854,287 $45M 20 2.82x
11 The Lucky One Apr/20 Warner Bros. $22,518,358 $60,457,138 $25M 13 2.68x
12 Chasing Mavericks Oct/26 Fox $2,268,274 $6,002,756 $20M 12 2.65x
13 American Reunion Apr/6 Universal $21,514,080 $56,758,835 $50M 8 2.64x
14 Wrath of the Titans Mar/30 Warner Bros. $33,457,188 $83,670,083 $150M 13 2.50x
15 John Carter Mar/9 Disney $30,180,188 $73,058,679 $263M 16 2.42x
16 Playing for Keeps Dec/7 Open Road Films $5,750,288 $13,103,272 $35M 11 2.28x
17 Man on a Ledge Jan/27 Summit $8,001,932 $18,620,000 $42M 5 2.25x
18 Safe Apr/27 Lionsgate $7,892,539 $17,142,080 $30M 8 2.17x

B

22 movies (17.32%) managed to get the grade. Another step down, which indicates word of mouth to be below average or middling. It could still hold on pretty well, but it's not guaranteed. These movies averaged a 2.80x multiplier. In comparison, 2011 had 28 movies with a 2.84x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Hope Springs Aug/8 Sony $14,650,121 $63,536,011 $30M 11 4.34x
2 21 Jump Street Mar/16 Sony $36,302,612 $138,447,667 $42M 16 3.81x
3 Premium Rush Aug/24 Sony $6,030,164 $20,275,446 $35M 9 3.36x
4 Looper Sep/28 Sony $20,801,552 $66,486,205 $30M 14 3.20x
5 Red Dawn Nov/21 Open Road Films $14,276,668 $44,806,783 $65M 13 3.14x
6 The Vow Feb/10 Sony $41,202,458 $125,014,030 $30M 14 3.03x
7 The Bourne Legacy Aug/10 Universal $38,142,825 $113,203,870 $125M 13 2.97x
8 Chronicle Feb/3 Fox $22,004,098 $64,575,175 $15M 18 2.93x
9 Magic Mike Jun/29 Warner Bros. $39,127,170 $113,721,571 $7M 13 2.91x
10 The Pirates! Band of Misfits Apr/27 Sony $11,137,734 $31,051,126 $55M 15 2.79x
11 The Possession Aug/31 Lionsgate $17,732,480 $49,130,588 $14M 12 2.77x
12 Snow White and the Huntsman Jun/1 Universal $56,217,700 $155,136,755 $170M 14 2.76x
13 Rock of Ages Jun/15 Warner Bros. $14,437,269 $38,518,613 $75M 9 2.67x
14 Project X Mar/2 Warner Bros. $21,051,363 $54,731,865 $12M 11 2.60x
15 House at the End of the Street Sep/21 Relativity Media $12,287,234 $31,611,916 $10M 13 2.57x
16 Battleship May/18 Universal $25,534,825 $65,233,400 $220M 11 2.55x
17 Prometheus Jun/8 Fox $51,050,101 $126,477,084 $130M 15 2.48x
18 The Words Sep/7 CBS Films $4,750,894 $11,494,838 $6M 4 2.42x
19 Fun Size Oct/26 Paramount $4,101,017 $9,409,538 $14M 7 2.29x
20 The Raven Apr/27 Relativity Media $7,289,642 $16,008,272 $26M 11 2.20x
21 Dredd Sep/21 Lionsgate $6,278,491 $13,414,714 $45M 6 2.14x
22 Promised Land Dec/28 Focus Features $4,049,911 $7,597,898 $15M 4 1.88x

B–

14 movies (11.02%) managed to get the grade. Word of mouth is now extremely below average and indicates audiences are more disliking it. These movies averaged a 3.30x multiplier. In comparison, 2011 had 15 movies with a 2.57x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 The Guilt Trip Dec/19 Paramount $5,290,629 $37,134,215 $40M 11 7.01x
2 This Is 40 Dec/21 Universal $11,579,175 $67,544,505 $35M 10 5.83x
3 What to Expect When You're Expecting May/18 Lionsgate $10,547,068 $41,152,203 $30M 11 3.90x
4 The Campaign Aug/10 Warner Bros. $26,588,460 $86,907,746 $95M 15 3.27x
5 A Thousand Words Mar/9 Paramount $6,176,280 $18,450,127 $40M 12 2.99x
6 That's My Boy Jun/15 Sony $13,453,714 $36,931,089 $70M 6 2.75x
7 The Five-Year Engagement Apr/27 Universal $10,610,060 $28,700,285 $30M 8 2.71x
8 Dark Shadows May/11 Warner Bros. $29,685,274 $79,727,149 $150M 14 2.69x
9 Wanderlust Feb/24 Universal $6,526,650 $17,288,155 $35M 6 2.65x
10 The Grey Jan/27 Open Road Films $19,665,101 $51,580,136 $25M 12 2.62x
11 The Three Stooges Apr/13 Fox $17,010,125 $44,338,224 $30M 18 2.61x
12 The Woman in Black Feb/3 CBS Films $20,874,072 $54,333,290 $32M 13 2.60x
13 Lockout Apr/13 Open Road Films $6,231,836 $14,326,865 $20M 6 2.30x
14 One for the Money Jan/27 Lionsgate $11,515,790 $26,414,527 $40M 11 2.29x

C+

12 movies (9.44%) managed to get the grade. This is where generally horror movies get their ratings. For non-horror movies tho, you better hope it has a compelling premise or it will heavily drop. These movies averaged a 2.45x multiplier. In comparison, 2011 had 13 movies with a 2.83x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Hit & Run Aug/22 Open Road Films $4,526,222 $13,749,300 $2M 7 3.04x
2 Savages Jul/6 Universal $16,016,910 $47,323,100 $45M 9 2.95x
3 Cloud Atlas Oct/26 Warner Bros. $9,612,247 $27,108,272 $146M 13 2.82x
4 The Watch Jul/27 Fox $12,750,297 $34,353,000 $68M 12 2.69x
5 Sinister Oct/12 Lionsgate $18,007,634 $48,086,903 $3M 12 2.67x
6 Gone Feb/24 Lionsgate $4,770,360 $11,682,205 N/A 7 2.45x
7 Ghost Rider: Spirit of Vengeance Feb/17 Sony $22,115,334 $51,774,002 $75M 12 2.34x
8 Abraham Lincoln: Vampire Hunter Jun/22 Fox $16,306,974 $37,519,139 $69M 13 2.30x
9 Total Recall Aug/3 Sony $25,577,758 $58,877,969 $125M 10 2.30x
10 Resident Evil: Retribution Sep/14 Sony $21,052,227 $42,345,531 $65M 9 2.01x
11 The Man with the Iron Fists Nov/2 Universal $7,910,980 $15,634,090 $15M 7 1.98x
12 Seeking a Friend for the End of the World Jun/22 Focus Features $3,822,803 $7,078,738 $10M 2 1.85x

C

4 movies (3.14%) managed to get the grade. Even worse word of mouth, but some of these movies had some middling to outright terrible response. These movies averaged a 2.57x multiplier. In comparison, 2011 had 4 movies with a 2.31x average multiplier.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 The Dictator May/16 Paramount $17,435,092 $59,650,222 $65M 10 3.42x
2 The Cabin in the Woods Apr/13 Lionsgate $14,743,614 $42,073,277 $30M 13 2.85x
3 Silent Hill: Revelation Oct/26 Open Road Films $8,023,036 $17,530,219 $20M 8 2.18x
4 Paranormal Activity 4 Oct/19 Paramount $29,003,866 $53,900,335 $5M 11 1.86x

D+

3 movies (2.36%) managed to get the grade. Even for horror movie standards, this is outright toxic word of mouth. These movies averaged a 2.19x multiplier. In comparison, 2011 had no movies with this grade.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Chernobyl Diaries May/25 Warner Bros. $7,955,307 $18,119,640 $1M 8 2.28x
2 Haywire Jan/20 Relativity Media $8,425,370 $18,942,396 $23M 9 2.25x
3 The Cold Light of the Day Sep/7 Lionsgate $1,831,588 $3,763,583 $20M 4 2.05x

F

3 movies (2.36%) managed to get the grade. The most dreaded grade. Word of mouth is completely dead and this will drop like a rock. These movies averaged a 1.89x multiplier. In comparison, 2011 had no movies with this grade.

No. Movie Date Studio Domestic Opening Domestic Total Budget Weeks in theaters Multiplier
1 Killing Them Softly Nov/30 The Weinstein Company $6,812,900 $14,945,541 $15M 7 2.19x
2 Silent House Mar/9 Open Road Films $6,660,234 $12,739,737 $2M 7 1.91x
3 The Devil Inside Jan/6 Paramount $33,732,515 $53,262,945 $1M 11 1.58x

2012 DOMESTIC TOP 25

No. Movie Date Studio Domestic Opening Domestic Total Budget Grade Multiplier
1 The Avengers May/4 Disney $207,438,708 $623,357,910 $220M A+ 3.01x
2 The Dark Knight Rises Jul/20 Warner Bros. $160,887,295 $448,139,099 $230M A 2.79x
3 The Hunger Games Mar/23 Lionsgate $152,535,747 $408,010,692 $78M A 2.67x
4 Skyfall Nov/9 Sony $88,364,714 $304,360,277 $200M A 3.44x
5 The Hobbit: An Unexpected Journey Dec/14 Warner Bros. $84,617,303 $303,003,568 $200M A 3.58x
6 The Twilight Saga: Breaking Dawn – Part 2 Nov/16 Lionsgate $141,067,634 $292,324,737 $136M A 2.07x
7 The Amazing Spider-Man Jul/3 Sony $62,004,688 $262,030,663 $200M A– 4.23x
8 Brave Jun/22 Disney $66,323,594 $237,282,182 $185M A 3.58x
9 Ted Jun/29 Universal $54,415,205 $218,665,740 $50M A– 4.02x
10 Madagascar 3: Europe's Most Wanted Jun/8 Paramount $60,316,738 $216,391,482 $145M A 3.59x
11 The Lorax Mar/2 Universal $70,217,070 $214,030,500 $70M A 3.05x
12 Wreck-It Ralph Nov/2 Disney $49,038,712 $189,412,677 $165M A 3.86x
13 Lincoln Nov/9 Disney $21,049,406 $182,207,973 $65M A 8.66x
14 Men in Black 3 May/25 Sony $54,592,779 $179,020,854 $225M B+ 3.28x
15 Django Unchained Dec/25 The Weinstein Company $30,122,888 $162,805,434 $100M A– 5.40x
16 Ice Age: Continental Drift Jul/13 Fox $46,629,259 $161,321,843 $95M A– 3.46x
17 Snow White and the Huntsman Jun/1 Universal $56,217,700 $155,136,755 $170M B 2.76x
18 Les Misérables Dec/25 Universal $27,281,735 $148,809,770 $61M A 5.45x
19 Hotel Transylvania Sep/28 Sony $42,522,194 $148,313,048 $85M A– 3.49x
20 Taken 2 Oct/5 Fox $49,514,769 $139,854,287 $45M B+ 2.82x
21 21 Jump Street Mar/16 Sony $36,302,612 $138,447,667 $42M B 3.81x
22 Argo Oct/12 Warner Bros. $19,458,109 $136,025,503 $44M A+ 6.99x
23 Silver Linings Playbook Nov/16 The Weinstein Company $4,079,314 $132,092,958 $21M A– 32.38x
24 Prometheus Jun/8 Fox $51,050,101 $126,477,084 $130M B 2.48x
25 Safe House Feb/10 Universal $40,172,720 $126,181,630 $85M A– 3.14x

See you next weekend for the 2013 Edition.

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u/BigDaddyKrool Best of 2019 Winner Feb 20 '23

Love being reminded that 2012 was 11 years ago... man.