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"I figured it'd be a quick spike and then fade away, but it's had this weird and pretty unheard of long tail, where rather than falling off into nothing, it fell off and then slowly ramped back up. And it just seems to keep going."

The movie’s performance could also have been hurt by its timing — the film was up against “How to Train Your Dragon” and the long tail of Disney live-action remake “Lilo & Stitch.”

He says: "It was about 4 to 5ft long in body, had a long tail and muscular rolling shoulders as it slowly slinked away."

Chloe Tryon was their last recognised batter and her departure at the end of the 39th over exposed South Africa's long tail, but a streaky ninth-wicket stand of 32 between Nonkululeko Mlaba and Mieke de Ridder pushed them to a respectable, if below-par, total.

“It boasts probably the best re-watchability rates of anything in the market. What that represents is an incredibly long tail of engagement for whatever that one project cost.”