A film's total box office divided by its opening weekend box office. Another measure of the film's word-of-mouth but with a much wider range of possibilities. Films with below 2.0 are not unheard of, while 6.0 or more are a possibility. Just as a side note, not too long ago films with a multiplier of 10 or more were quite common, but the economics have changed and a big opening weekend is too important to the studios and the home market shortens a film's legs.