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If you have a cheap trash film with little advertising your own cinemas will be enough. On the other hand I published quality script "Rotten Fate" on a holiday and as one of the three films where you can go full advertising (because it's already paid) I did 10,000 screenings in the first two weeks (3,185 own and 7,000 rented) and it wasn't enough. And I casted Wendy Carpenter in the main role so the ratings had dropped significantly during production, still all people wanted to watch the movie.
For "normal" films you'll be somewhere in between. But viewing figures seem to drop by approximately half on third week and another half on fourth week. So plan your screenings accordingly.
And if you do advertising, you should start at least 5 weeks before the screenings start for the best effect.
It's in portuguese as I'm brazilian, first is the week, second is total cinemas i took, third is the percentage, forth is the cinemas used, fifth is the percentage it dropped from the last week and sixth is the real dropped number from views.
https://docs.google.com/spreadsheets/d/1qDFyizCgaanjJ6M7gq1VkjNJRTGMsmZqguzFGTOeuwQ/edit?usp=sharing
Also, a good speculation of how many cinemas your going to need is the number of public in the film. 5,8 film? 6k cinema would be a good guess if you market it well. I'm still trying to grasp the marketing options. I usually go for the second.
1st: Old and Adult people.
2nd: Everyone (?)
3rd: Teens
4th: Kids
I tested it in the first demo with two films (a drama/comedy and Rotten Fates). The more advertising the better, because all four added up. If you want to take only one marketing option the 4th (Comics, Spice Mice) was the one with the most increase in viewing figures. Followed by the 3rd (Vien Pascal), then 1st (radio) then 2nd (Ross & Ross).
But it may have changed in the second demo.
The issue is that your advertisement is still not strong enough. Gerstein and Evergreen can make sure that their movies can still have 1M revenue in the third week while their first two weeks revenue is around 1.5M, while the fourth week their revenue could be still 700k or even higher. I used to have rate 9 movie and tried their strategy, but revenue in the third week will drop faster than their movies. So the best strategy is 4 weeks only, and mainly focusing on the first 2 weeks.
Not too pricey, though? I usually go for 10 weeks, 4 before movie and 6 ongoing (already paying half market for next week) so it's 100k each. That would be 400k only on marketing.
If you rent enough cinemas it had always a positive effect on profit in the first demo.
And in comparision 6 weeks before + 2 weeks while running was better than 4 weeks before and 4 weeks while running.