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Peyton Manning (#110 of 1)

Box Office Rap Insidious: Chapter 2 and the Twitter Index

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Box Office Rap: Insidious: Chapter 2 and the Twitter Index
Box Office Rap: Insidious: Chapter 2 and the Twitter Index

I imagine that predicting box-office grosses on a weekly basis in a pre-social media, pre-Internet environment would not only have been difficult, but virtually impossible to register with any accuracy, unless said prognosticator held a position of some esteem within the film industry. Let’s give this pre-era a concrete date—say, roughly 1999. I choose this year not because of Y2K or the neat temporal markers brought about by a new millennium, but because that year introduced Brandon Grey’s website Box Office Mojo, which specializes not just in forums meant for box-office speak, but seeks to function as a comprehensive, online database for the domestic and international grosses of every film released in North American theaters within the modern era. Now, 14 years later, the site offers such information dating back to 1980, a year significant to film history for many reasons, though more because it’s a year that symbolizes the death of New Hollywood filmmaking and the full-on emergence of a blockbuster mentality within the studio system. The Empire Strikes Back was the highest-grossing film of the year; Michael Cimino’s Heaven’s Gate was met with devastating financial and critical failure, to the extent that United Artists went bankrupt. Moreover, Peter Bogdanovich has suggested that contemporary film students possess no conception of film history prior to Raging Bull—also released in 1980.