Recurring question in my inbox: what do you do when traditional tracking looks soft but the audience chatter is loud? That gap is where most of my opening weekend calls go wrong.
My rule of thumb is that horror over-indexes on walk-up. Tracking catches the planners. It is bad at catching the group of four teenagers who decide at 7pm. So I lean toward the chatter when the heat is broad (Reddit, YouTube reactions and trade coverage all moving) and toward tracking when the heat comes from one place. Curious how everyone else weights it.