Box office draw? Or maybe the "legs" (how long a movie stays in the theater). You would need to adjust for movie type though, you wouldn't want to directly co

Box office draw? Or maybe the "legs" (how long a movie stays in the theater). You would need to adjust for movie type though, you wouldn't want to directly compare an independent documentary on an obscure subject vs. Disney's latest Marvel movie with a 500 million dollar marketing budget.