February 2, 2021
Warner Bros. Pictures’ strategy releasing 2021 movies concurrently in theaters and on HBO Max appears to be capturing market share — especially during the pandemic.
New data from Samba TV found the Jan. 29 debut of detective thriller The Little Things, the first Warner Bros. movie to hit HBO Max directly in 2021, coinciding with its theatrical release, attracted 1.4 million U.S. households. Samba tracks viewer program data — called “automatic content recognition” — from more than 13.5 million smart TVs in the United States.
Viewership for the movie, starring Oscar winners Denzel Washington, Remi Malik and Jared Leto, peaked Jan. 30 with 678,000 households and remained high through Jan. 31, with 525,000 households, according to Samba. Meanwhile, the movie topped the domestic box office with $4.8 million in ticket sales.
Samba found that households making $50,000 or more over-indexed streaming The Little Things when compared with the U.S. overall, as did Black households (+30%) and households with people under the age of 55.
Notably, the audience that streamed WW84 over Christmas looked different from those who watched The Little Things. Households making $100,000 or more over-indexed for Wonder Woman when compared with the U.S. overall, as did households with people aged 25-54, Hispanic households (+17%) and Asian households (+14%).