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Dust Off The Dartboard, Time To Predict Next Weekend
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The studios use tracking research to divine whether movies will be hits or flops. Lately, the tracking's been way off. This weekend alone, "Sin City: A Dame To Kill For" and "If I Stay" both fell way short of tracking predictions, and last weekend, "The Expendables 3" and "Let's Be Cops" also fell short. On the other hand, "Guardians of the Galaxy" and "Teenage Mutant Ninja Turtles" shot way past what the tracking said they'd do. So, right now, the research isn't telling them anything. They won't stop using it, though. And because the research isn't accurate, moviemaking is even more of a crap shoot than it used to be. (Variety)
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