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Report: DVD Spurred 'Indiana Jones' Box Office Haul

2 Jun, 2008 By: Erik Gruenwedel

Indiana Jones and the Kingdom of the Crystal Skull

Nearly 30% of moviegoers who attended the May 22nd opening weekend release of Indiana Jones and the Kingdom of the Crystal Skull watched at least one of the original three installments on DVD in the preceding two weeks, according to a new report.

The fourth installment from director Steven Spielberg, nearly 20 years after the release of the third film in the series Indiana Jones and the Last Crusade, generated more than $150 million at the U.S. box office in its first four days of release.

The study, conducted by Integrated Media Measurement Inc., a San Mateo, Calif.-based data tracking company, found that among moviegoers, 5.3% watched the three previous titles: Raiders of the Lost Ark, Indiana Jones and the Temple of Doom, and Last Crusade; 12% watched at least two of the movies.

The data was obtained via research panels whereby participants were given mobile phones that track (through digital signatures) all audio media (TV, radio and movies) to which they are exposed.

Tamara Gaffney, account director of IMMI, said the data suggested a significant amount of “refreshment viewing” among “Indiana Jones” fans, which said was not usual considering the time gap from the last release and the film's genre.

She said there was an unusually large amount of media consumption among consumers leading up to the movie's release. The analyst said the titles' availability on DVD offered consumers flexibility to catch up and introduce new family members to the franchise.

Gaffney said marathon airings of the “Indiana Jones” movies in select markets contributed to the anticipation for the new edition.

“We were surprised to see how high [percentage of refreshment viewing] was,” Gaffney said. “We don't normally see those types of numbers. Expectations were around 10% to 15%. That represents a lot of people.”

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