Why Did “The Big Sick” Drop Out of the Objective Top Fifteen This Week?
This past Sunday my wife, Pam, and I went to see The Big Sick. The movie tells the story of the early relationship days of the two screenwriters, Emily Gordon and Kumail Nanjiani. In fact, Nanjiani plays himself in the movie. It is the authenticity of the story, told in a heartfelt and humorous way, that makes this film special.
On the following day, last weekend’s blockbuster, Dunkirk, moved into the second spot in the revised Objective Top Fifteen rankings. When a new movie comes on the list another one exits. This week’s exiting movie, ironically, was The Big Sick. Wait! If The Big Sick is such a great movie why isn’t it in my top fifteen for the year? Are all of the other movies on the list better movies? Maybe yes. Maybe no. You’ll have to determine that for yourselves. You see the Objective Top Fifteen is your list, not mine.
I developed the Objective Top Ten, which became Fifteen the beginning of July and will become Twenty the beginning of October, to provide you with a ranking of 2017 widely released movies that are most likely to be “really like” movies. Because the ranking is based on objective benchmarks, my taste in movies has no influence on the list. The four benchmarks presently in use are: IMDB Avg. Rating, Rotten Tomatoes Rating, Cinemascore Rating, and Academy Award Nominations and Wins. A movie like Hidden Figures that meets all four benchmarks has the greatest statistical confidence in its “really like” status and earns the highest “really like” probability. A movie that meets three benchmarks has a greater “really like” probability than a movie that meets only two benchmarks. And so on.
The important thing to note, though, is that this is not a list of the fifteen best movies of the year. It is a ranking of probabilities (with some tie breakers thrown in) that you’ll “really like” a movie. It is subject to data availability. The more positive data that’s available, the more statistical confidence, i.e. higher probability, the model has in the projection.
Which brings me back to The Big Sick. Cinemascore surveys those movies that they consider “major releases”. The Big Sick probably didn’t have a big advertising budget. Instead, the producers of the film chose to roll the movie out gradually, beginning on June 23rd, to create some buzz and momentum behind the movie before putting it into wide release on July 14th. This is probably one of the reasons why Cinemascore didn’t survey The Big Sick. But, because The Big Sick is missing that third benchmark needed to develop a higher probability, it dropped out of the Top Fifteen. On the other hand, if it had earned at least an “A-” from Cinemascore The Big Sick would be the #2 movie on the list based on the tie breakers.
And, that is the weakness, and strength of movie data. “Major releases” have it. Smaller movies like The Big Sick don’t.
This weekend may be the end of the four week run of Objective Top Fifteen movie breakthroughs. Atomic Blonde, the Charlize Theron spy thriller, has an outside chance of earning a spot on the list. As of this morning, it is borderline for the IMDB and Rotten Tomatoes benchmarks. I’m also tracking Girls Trip which earned a Certified Fresh just in the last couple of days from Rotten Tomatoes and has an “A+” in hand from Cinemascore. For now, it is just below the IMDB benchmark. We’ll see if that changes over the weekend.