The campaign, created by interactive agency Sapient Ltd and planned and bought by WPP media agency Mindshare, ran against the third film from the Twilight franchise, 'The Twilight Saga: Eclipse'.
The film took £7.3m in its first weekend and was the most watched, ahead of Paramount’s 'Shrek Forever After', which delivered 918,221 impacts in its second week.
'Predators', the fourth film in the 'Predator' franchise, delivered 449,631 impacts in its first weekend and took £2.2 million including previews. The sequels 'Alien Vs. Predator' and 'Alien Vs. Predator: Requiem' both grossed £2m in their opening weekends.
| Total Box Office Figures (10&11 July) | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| FILM | WEEKEND BOX OFFICE | WEEKEND IMPACTS | TOTAL BOX OFFICE SO FAR | IMPACTS SO FAR | |||||||||||||||||||||||||||||||||||||||||||||
| The Twilight Saga: Eclipse (E1 Films) | 7,387,608 | 1,507,675.10 | 13,756,653 | 2,807,480.20 | |||||||||||||||||||||||||||||||||||||||||||||
| Shrek Forever After (Paramount) | 4,591,105 | 918,221.00 | 17,233,331 | 3,446,666.20 | |||||||||||||||||||||||||||||||||||||||||||||
| Preditors (20th Fox) | 2,203,193 | 449,631.22 | 2,203,193 | 449,631.22 | |||||||||||||||||||||||||||||||||||||||||||||
| Get him to the Greek (Universal) | 610,705 | 124,633.67 | 5,348,823 | 1,091,596.53 | |||||||||||||||||||||||||||||||||||||||||||||
| Killers (Lionsgate) | 157,615 | 32,166.33 | 2,955,506 | 603,164.49 | |||||||||||||||||||||||||||||||||||||||||||||
| Sex and the City (Warner) | 107,884 | 22,017.14 | 21,387,941 | 4,364,885.92 | |||||||||||||||||||||||||||||||||||||||||||||
| Heartbreaker (Revolver) | 84,417 | 17,227.96 | 294,563 | 60,114.90 | |||||||||||||||||||||||||||||||||||||||||||||
| I Hate Luv Stories (UTV M.PIC) | 78,353 | 15,990.41 | 394,626 | 80,535.92 | |||||||||||||||||||||||||||||||||||||||||||||
| Prince of Persia (Disney) | 48,268 | 9,850.61 | 8,779,291 | 1,791,692.04 | |||||||||||||||||||||||||||||||||||||||||||||
| Milenge Milenge (Eros) | 48,172 | 9,831.02 | 48,172 | 9,831.02 | |||||||||||||||||||||||||||||||||||||||||||||
| The Tooth Fairy (20th Fox) | 46,482 | 9,486.12 | 3,676,026 | 750,209.39 | |||||||||||||||||||||||||||||||||||||||||||||
| Leaving (Metrodome) | 35,532 | 7,251.43 | 35,532 | 7,251.43 | |||||||||||||||||||||||||||||||||||||||||||||
| Death at a Funeral (Sony) | 31,298 | 6,387.35 | 2,754,050 | 562,051.02 | |||||||||||||||||||||||||||||||||||||||||||||
| White Material (Artif/Eye) | 23,285 | 4,752.04 | 89,188 | 18,201.63 | |||||||||||||||||||||||||||||||||||||||||||||
| Robin Hood (Universal) | 22,135 | 4,517.35 | 15,381,416 | 3,139,064.49 | |||||||||||||||||||||||||||||||||||||||||||||
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