Monday August 13, 2001A trend that has been developing over the past six years is for the motion picture studios to open a movie on huge number of screens. In essence, flooding the market with their product on opening weekend. If they have a hot property, this leads to an extremely large opening box office take, such as we have recently seen with such films as SLMB2, MUMY2, JURA3, PLNTA, RUSH2 and AMPI2. There are two significant benefits that the studio derives from this front loading a movie’s viewership. The first is an immediate (and significant) cash flow infusion to offset their upfront expenditures. The second, is that in most cases, the studio takes a greater percentage of the box office receipts during a film’s opening weeks. This percentage declines the longer the film has been out. Consequently, they make considerably more money if they can get the bulk of the customers to see the film when their percentage of the take is the highest.
But, those aren’t their only reasons. It is sometimes unbelievable, how much a studio will spend on a movie’s advertising campaign. Advertising is extremely expensive. But, one of the most effective forms of advertising doesn’t cost them dime. That being, “word of mouth”. The third benefit of front loading viewership is the potential unleashing of vast numbers of walking, talking, bulletin boards. If it is a really good film, this has the effect of generating a flood of interest, by others having come in contact with these enthusiastic patrons. This then forms the basis of what we call a film’s “legs”. The more “new” interest (beyond the movies original potential audience), the bigger the viewership in subsequent weeks, the more profitable the film becomes.
However, “word of mouth” can cut both ways. There is an old saying that “good news travels fast, but bad news travels even faster”. If a film is a piece of trash, the studio knows that word of mouth is ultimately going to knock the legs right out from under it. In this case a business decision needs to be made. They can do an average roll out, and let it die a long slow death. Or, go with a massive roll out, and a quick death. Depending on the film, the massive roll out can be much more profitable. For example, the studio may know the property is a dog, but if they sense that there is a significant number of potential patrons that are primed for the film, the massive roll out allows them to capitalize on that pent up demand. The picture gets it’s big box office opening before the bad word of mouth can effect the majority of the films core audience.
All this may be very interesting, but how does this help an HSX player make investing decisions? The first thing to remember is that just because a film is being opened on a large number of screens, this doesn’t guarantee a significant opening weekend box office. This is a common misconception that many new players have. Next, be careful not to over-estimate the amount of pent up demand in the film’s core audience. Studios expend significant resources to determine such things, and even they blow a call occasionally (i.e., ARTIF). Most of the time all we have to go on is our gut feelings and derived relationships to historical data. Always keep a thought in the back of your mind that this mega-opening may be the studio attempting a “hit and run” strategy. Lastly, even if your analysis has been successful, and profitable, a huge opening doesn’t guarantee it will also have a large delist multiplier. In fact, a large percentage of the largest openers had delist multipliers significantly less than the 2.9 adjustment multiplier.
Holding a huge opener long, may render a great return on your investment at adjustment time on Sunday afternoon. What can be equally important, is your decision about that investment after the adjust occurs. Is the stock going to have a GRNCH-like delist multiplier (3.55) or a TOMBR-like delist multiplier (2.46). These mega-openers tend to be expensive stocks, which means the commissions for getting into and out of a position can be significant. If the stock is having very large swings in price, lucky day trading can be profitable, in spite of the size of the commissions, and a bad first decision might be salvaged at the proper point in the swing. If the stock isn’t experiencing large price movements, a proper post-adjustment decision becomes even more important.
Let me preface the balance of the article by saying that the decision to hold an expensive stock over the subsequent four week period is only logical under two conditions. The first being the size of your portfolio. Unless you have a mega-portfolio with excessive cash, tying up a large amount of capital in one security is not prudent. The exception to this, is the rare second condition, where your predicted delist multiplier for the security gives it’s potential profit, a return on investment (ROI), greater than what you could obtain from other investments during that period. The trick is being able to predict that delist multiplier.
One of the problems in making an accurate early prediction, is that sometimes the initial signals we detect may be misleading. One such signal, that can really send us down the wrong logic pathway, is our old friend “word of mouth”. Be careful when everyone is indicating that a film has excellent word of mouth. This doesn’t necessarily guarantee good legs. If the general population isn’t receptive to the subject matter of a film, all the great word of mouth coming from the film’s core audience, won’t induce others to go see it. In this situation, the ultimate size of the delist will depend on the size of the core audience. And, if it’s demand was satisfied by the wide availability of a large roll-out, you can expect significant declines in the weeks to come. FINAL was a good example of this. Because there are so many variables involved, making delist predictions for a big opener at adjustment time are rarely worth the risk. That is why most players with small to average portfolios elect to take their profits (or losses) and move on to an investment that has a better profit potential.
| MOVIE |
DELIST MULTIPLIER |
OPENING WEEKEND BOXOFFICE (millions) |
1st to 2nd Weekend Drop |
2nd to 3rd Weekend Drop |
3rd to 4th Weekend Drop |
| PLNTA |
2.31 (estimate) |
$68.53 |
59.80% |
51.67% |
|
| MUMY2 |
2.51 |
$68.14 |
50.48% |
39.43% |
25.94% |
| RUSH2 |
2.83 (estimate) |
$67.41 |
53.30% |
|
|
| SLMB2 |
2.46 |
$58.03 |
42.24% |
52.94% |
36.25% |
| GRNCH |
3.55 |
$55.08 |
6.63% |
48.01% |
31.19% |
| AUST2 |
3.07 |
$54.92 |
42.81% |
41.61% |
34.27% |
| XMEN |
2.64 |
$54.47 |
56.92% |
45.97% |
46.67% |
| JURA3 |
2.55 (estimate) |
$50.77 |
55.60% |
45.60% |
40.59% |
| TOMBR |
2.42 |
$47.74 |
58.55% |
48.39% |
34.13% |
| FFURI |
2.88 |
$40.09 |
49.97% |
38.75% |
34.15% |
| ARTIF |
2.54 |
$29.35 |
52.18% |
62.85% |
58.41% |
OK, you dissolved your position in the mega-opener at adjustment time. However, that doesn’t mean you shouldn’t get back into the security at some point prior to it’s delist. There still may be some profit potential for the making. The trick is to see that potential, if it exists, before everyone else does. Here is data on some recent mega-openers (see above chart). It’s obvious that a very large 1st to 2nd weekend drop off (i.e., 55% or greater) doesn’t bode well for a stock. If during the first full week, the market didn’t see this very large drop off coming, and the price of the stock is still around the adjust price, shorting it as soon as Friday’s negative numbers come out can net you a tidy profit at delist. In fact, that is what I did with PLNTA. I shorted it at $201.00/share the day after adjustment, and will walk away with a $2 million profit at delist. What amazed me is even after the second weekend it’s price continued to go up. To me, this indicates that most players disregard hard data and fly by the seat of their pants, or believe their gut rather than analyzing the data.
As is evident in the chart, an extreme 1st to 2nd weekend drop off is easy to make a decision about. Those around 50% seem to be the tough ones to call. In fact, you may need to wait till the 3rd weekend’s results before a comfortable call can be made. Again, once you feel you have a handle of what the ultimate delist multiplier will be, you still need to wait for the proper price point to occur. Timing is everything. You could be absolutely sure, after the second weekend, what the delist multiplier is going to be. But, unless the stock attains the price point where your information can turn a profit, you must put the capital to use elsewhere.
To make life interesting, sometimes the good news in early returns can jump up and bite you in the a**. Take a look at the data for SLMB2 and AUST2. Both opened almost exactly the same. Both had very low 1st to 2nd weekend drop offs for this size of opener. Depending on what the price of the shares were at the time, both of these could have been potential “buys” or “holds” after the 2nd weekend. Now look at the significant difference in their delist multipliers. Ouch! If you were holding this stock at the third weekend you had better been paying attention. What happened? Obviously, both films had good word of mouth as evidenced by the very low 2nd weekend drop off. I think this is a case where SLMB2 ran out of core audience and even the good word of mouth wasn’t enough to sustain further growth. The point being, that even good performers can turn south in a hurry, and a profitable opportunity can come, or be lost, when you least expect it.
We are likely to see another dozen or so mega-openings before the year ends. I hope my ramblings help stimulate your interest in wanting to analyze the data as it comes in on these future securities. Based on the history of the above securities there is a real possibility to turn several separate profits on them by analyzing the film’s progress.
Have a profitable day.
Aaron