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We probably won’t know because Amazon may not ever tell us. Will the admittedly solid initial results for Borat 2 represent the vast majority of folks who sample the comedy sequel over its streaming lifetime? Borat eventually earned $128.5 million domestic (a terrific 4.8x multiplier) and $262.5 million worldwide in theaters alone. However, and this is a key distinction when it comes to these big streaming launches, how much of the demand was met in those first three days? This isn’t a conventional theatrical run, where a buzzy title legs out as folks catch up with it in theaters when able.
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So, with the (potentially incorrect) presumption that Amazon would have touted anything above 20 million as “We cracked 20 million,” either Borat 2 was seen by around double the initial global audience for the 2006 blockbuster or maybe a few million more. Yes, that’s not remotely an exact science, but it’s in the ballpark.
With the average ticket price being $6.55 in North America in 2006, Borat sold around 4 million tickets in North America and around 8.2 million tickets worldwide over what would constitute a global opening weekend. And since this is a worldwide figure, we should note that Borat opened with around $27 million in its cumulative overseas debuts and $26.5 million in its November 2006 domestic opening weekend, for a rough total of around $53.6 million worldwide. Heck, tens of millions is essentially anything between 11 million and 100 million, although offhand I’d wager that if the number was closer to a sexy round number (25 million! 50 million! 100 million!) they’d have gone with that.
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NFLX daily top ten (which saw prestige flicks like The Devil All the Time and The Trial of the Chicago 7 vanish, at least in America, in less than a week), periodic glimpses behind the curtain (like Universal publicly stating that Trolls: World Tour earned $95 million in the first 19 days of PVOD availability) has only added to the frustration related to how a given film or TV show is received.
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At least when we report on box office grosses, even with all the relevant caveats (inflation, theater count, 3-D, IMAX and/or PLF ticket price upcharges, weekend multipliers, etc.) we A) have third-party verification like Rentrak and B) know that a consumer actually made the choice to drive or walk to the theater and purchase a ticket.
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