'Twilight' finale dawns with $141.3M weekend

LOS ANGELES (AP) — The sun has set on the "Twilight" franchise with one last blockbuster opening for the supernatural romance.

"The Twilight Saga: Breaking Dawn — Part 2" sucked up $141.3 million domestically over opening weekend and $199.6 million more overseas for a worldwide debut of $340.9 million, according to studio estimates Sunday.

The finale ranks eighth on the list of all-time domestic debuts, and leaves "Twilight" with three of the top-10 openings, joining 2009's "New Moon" (No. 7 with $142.8 million) and last year's "Breaking Dawn — Part 1" (No. 9 with $138.1 million).

Last May's "The Avengers" is No. 1 with $207.4 million. "Batman" is the only other franchise with more than one top-10 opening: last July's "The Dark Knight Rises" (No. 3 with $160.9 million) and 2008's "The Dark Knight" (No. 4 with $158.4 million).

Though "Twilight" still is a female-driven franchise, with girls and women making up 79 percent of the opening-weekend audience, the finale drew the biggest male crowds in the series. Action-minded guys had more to root for in the finale as Kristen Stewart, Robert Pattinson and Taylor Lautner join in a colossal battle to end the story of warring vampires and werewolves.

"Our male audience particularly has enjoyed this film," said Richie Fay, head of distribution for Lionsgate, whose Summit Entertainment banner releases the "Twilight" movies. "With the action scenes in this one, we're hoping the holdover business will reflect the fact that males have kind of found it out."

The movie also helped lift Lionsgate into the big leagues among Hollywood studios. Paced by its $400 million smash with "The Hunger Games" and now the "Twilight" finale, Lionsgate surpassed $1 billion at the domestic box office for the first time.

Some box-office watchers had expected the last "Twilight" movie to open with a franchise record the way the "Harry Potter" finale did last year with $169.2 million, the second-best domestic debut on the charts.

"I thought that for the final installment, it might eclipse the franchise record, but to look at $141.3 million and say that's a disappointment, that's kind of crazy," said Paul Dergarabedian, an analyst for box-office tracker Hollywood.com. "It's one of the most consistently performing franchises of all time."

The "Twilight" finale took over the No. 1 spot from Sony's James Bond adventure "Skyfall," which slipped to second-place with $41.5 million domestically in its second weekend. "Skyfall" raised its domestic total to $161.3 million.

The franchise's third film starring Daniel Craig as Bond, "Skyfall" began rolling out overseas in late October and has hit $507.9 million internationally at the box office. The film's global total climbed to $669.2 million, helping to lift Sony to its best year ever with $4 billion worldwide, topping the studio's $3.6 billion haul in 2009.

"Skyfall" passed the previous franchise high of $599.2 million worldwide for 2006's "Casino Royale."

Steven Spielberg and Daniel Day-Lewis' Civil War drama "Lincoln" expanded nationwide after a week in limited release and came in at No. 3 with $21 million. Distributed by Disney, "Lincoln" lifted its domestic haul to $22.4 million.

The comic drama "Silver Linings Playbook," released by the Weinstein Co., got off to a good start in limited release, taking in $458,430 in 16 theaters for a solid average of $28,652 a cinema. By comparison, the "Twilight" finale averaged $34,717 in 4,070 theaters.

"Silver Linings Playbook" stars Bradley Cooper, Jennifer Lawrence and Robert De Niro in a quirky romance involving a man fresh out of a psychiatric hospital and an emotionally troubled young widow.

Keira Knightley's period drama "Anna Karenina" also started well in limited release with $315,395 in 16 theaters, for an average of $19,712. The Focus Features film stars Knightley in the title role of Leo Tolstoy's tragic romance.

Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Hollywood.com. Where available, latest international numbers are also included. Final domestic figures will be released Monday.

1. "The Twilight Saga: Breaking Dawn — Part 2," $141.3 million ($199.6 million international).

2. "Skyfall," $41.5 million ($49.6 million international).

3. "Lincoln," $21 million.

4. "Wreck-It Ralph," $18.3 million ($4.8 million international).

5. "Flight," $8.6 million ($1 million international).

6. "Argo," $4.1 million ($8.7 million international).

7. "Taken 2," $2.1 million ($2 million international).

8. "Pitch Perfect," $1.3 million ($4.1 million international).

9. "Here Comes the Boom," $1.2 million ($2.5 million international).

10 (tie). "Cloud Atlas," $900,000 ($5 million international).

10 (tie). "Hotel Transylvania," $900,000 ($7.8 million international).

10 (tie). "The Sessions," $900,000.

___

Estimated weekend ticket sales at international theaters (excluding the U.S. and Canada) for films distributed overseas by Hollywood studios, according to Rentrak:

1. "The Twilight Saga: Breaking Dawn — Part 2," $199.6 million.

2. "Skyfall," $49.6 million.

3. "Argo," $8.7 million.

4. "Hotel Transylvania," $7.8 million.

5. "Evangelion: 3.0 You Can (Not) Redo," $7.5 million.

6. "A Werewolf Boy," $6.8 million.

7. "Cloud Atlas," $5 million.

8. "Wreck-It Ralph," $4.8 million.

9. "Confession of Murder," $3.5 million.

10. "Rise of the Guardians," $3.1 million.

___

Online:

http://www.hollywood.com

http://www.rentrak.com

___

Universal and Focus are owned by NBC Universal, a unit of Comcast Corp.; Sony, Columbia, Sony Screen Gems and Sony Pictures Classics are units of Sony Corp.; Paramount is owned by Viacom Inc.; Disney, Pixar and Marvel are owned by The Walt Disney Co.; Miramax is owned by Filmyard Holdings LLC; 20th Century Fox and Fox Searchlight are owned by News Corp.; Warner Bros. and New Line are units of Time Warner Inc.; MGM is owned by a group of former creditors including Highland Capital, Anchorage Advisors and Carl Icahn; Lionsgate is owned by Lions Gate Entertainment Corp.; IFC is owned by AMC Networks Inc.; Rogue is owned by Relativity Media LLC.

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Investors rush in to rent out foreclosures

The foreclosed home on Kenmore Street in Aurora was an outdated, unkempt eyesore until crews arrived this fall, performing thousands of dollars of work to make it attractive and modern, inside and out.

But it wasn't until workers walked across the street to ask for some water that neighbors Mario Cervantes and Oralia Balderas-Cervantes learned that a corporation, not a consumer, had bought the house, intending to turn it into a rental property. Despite being landlords themselves, the couple aren't sure they like the idea.

"If it's going to be a company that is watching out for the community, yes," Cervantes said. "If it's going to be a company that is watching out for themselves, no."

Added Balderas-Cervantes: "I'd rather see a homeowner. A lot of renters don't care. It's like renting a car versus buying a car. It's different."

Similar scenarios and concerns are unfolding across Chicago and in other markets hard-hit by the housing crisis. Well-capitalized, out-of-town private equity funds are scouring neighborhoods, paying cash for distressed single-family homes and renting them out. The opportunities are plentiful, enabling investment groups to profit from low home prices, rising rents and an increase in the number of potential renters.

The transactions are returning vacant properties to active use. But they also are stoking fears among neighbors and municipalities about the long-term effect of large, private investors — including many that are operating under the radar — in their communities.

"This scares the hell out of me," said Ed Jacob, executive director of Neighborhood Housing Services of Chicago Inc. "In this rush to say this is a new asset class, are we creating the next community development problem?

"You talk to them and it's all about neighborhood recovery. They all have the narrative down."

In April, housing research firm CoreLogic named the Chicago area one of the better housing markets for institutional investor funds. It cited the area's large number of foreclosures, which will increase the number of vacant homes, and the estimated rental income relative to the low cost of acquisition.

The general strategy of the companies is the same: buy low, make the necessary upgrades, fill them with tenants and then sell the homes in three to seven years. With companies and analysts anticipating projected returns of at least 8 percent, there also is talk of creating publicly traded real estate investment trusts.

"What this reminds me of is the dot-com boom," said Rick Sharga, executive vice president of Carrington Mortgage Holdings LLC, a California firm whose asset management arm is actively looking in the Chicago market. "That's what this feels like. Every investor in America wants to buy foreclosures and turn them into rentals."

Two statistics increasing that appetite are the homeownership rate and rental rates. Foreclosures, tight lending conditions and wary consumers have pushed down the nation's homeownership rate to 65.5 percent at the end of September, according to census data. Meanwhile, the percentage of vacant rental units has been on a steady decline since 2010 as more people opt for leases rather than mortgages.

Tighter inventories are pushing up rents. As of October, annualized rents in Chicago were up 7.7 percent, more than the national increase of 5.1 percent, online real estate site Trulia found.

But investors aren't flocking to all neighborhoods equally. Most want homes in desirable neighborhoods with strong area employment. They also look at the strength of local rules protecting landlords in disputes with tenants.

After vetting the tenant and securing a lease, property managers say they routinely drive by the homes and sometimes schedule inside inspections to protect their investment.

Weighing risks, rewards

It remains to be seen whether their expectations will be met. One problem with the business model is there's no performance track record to speak of. And as housing prices slowly recover, acquisition costs also will increase and cut into returns.

There also isn't any history on property management firms tasked with overseeing so many scattered-site rental properties. Any well-publicized mistakes involving poorly maintained properties or wronged tenants could taint investors' reputations.

That's one reason why big-name players are likely to avoid buying in neighborhoods where they fear a greater chance of eviction proceedings occurring.

"You make one mistake in those properties and you'll be toast," Sharga said.

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Cops: Craigslist robber charged in several attacks

Booking photo of Andrew R. Jones (Photo from Chicago police / November 17, 2012)

By Deanese Williams-Harris




Tribune reporter

2:31 p.m. CST, November 17, 2012

Bail was set at $350,000 today for a 20-year-old man charged in several robberies where victims were attacked when they responded to ads posted on Craigslist, authorities said.

Andrew Jones, of the 8100 block of South Merrill Avenue, was charged with aggravated assault and armed robbery in connection with several robberies connected to an advertisement on Craigslist, police said.

Police had issued an alert earlier this week warning of people who were robbed when responding to an ad on the site. The victims met a man at a certain location where they were met by an armed robber who forced them to the rear of the location and robbed them, police said.

Police said the robber, identified as Jones, took the victims' car keys and vehicles. In one incident, he shot the victim.

Prosecutors said he shot a 23-year-old Wheeling man in the colon and groin. The victim was taken to Northwestern Memorial Hospital but his condition was not immediately known.

Police worked with the Fugitive Apprehension Unit and the U.S. Marshals to track Jones down. He was arrested Friday afternoon near his home.

Tribune reporter Jennifer Delgado contributed.

dawilliams@tribune.com

Twitter: @neacynewslady

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Exclusive: Facebook offering e-retailers sales tracking tool

SAN FRANCISCO (Reuters) - Facebook Inc wants more credit for making online cash registers ring.

Facebook will begin rolling out on Friday a new tool which will allow online retailers to track purchases by members of the social network who have viewed their ads.

The tool is the latest of the new advertising features Facebook is offering to convince marketers that steering advertising dollars to the company will deliver a payoff.

Facebook, with roughly 1 billion users, has faced a tough reception on Wall Street amid concerns about its slowing revenue growth.

"Measuring ad effectiveness and outcomes is absolutely crucial to all types of businesses and marketers," said David Baser, a product manager for Facebook's ads business who said the "conversion measurement" tool has been a top customer request for a long time.

The sales information that advertisers receive is anonymous, said Baser. "You would see the number of people who bought shoes," he said, using the example of an online shoe retailer. But marketers would not be able to get information that could identify the people, he added.

The conversion tool is specifically designed for so-called direct response marketers, such as online retailers and travel websites that advertise with the goal of drumming up immediate sales rather than for longer-term brand-building.

Such advertisers have long flocked to Google Inc's Web search engine, which can deliver ads to consumers at the exact moment they're looking for information on a particular product.

But some analysts say there is room for Facebook to make inroads if it can demonstrate results.

"The path to purchase" is not as direct on Facebook as it is on Google's search engine, said Debra Aho Williamson, an analyst with research firm eMarketer. But she said that providing information about customer sales conversion should help Facebook make a stronger case to online retailers.

"It lets marketers track the impact of a Facebook ad hours or days or even a week beyond when someone might have viewed the ad," said Williamson. "That allows marketers to understand the impact of the Facebook ad on the ultimate purchase."

Marketers will also have the option to aim their ads at segments of Facebook's audience with similar attributes to consumers that have responded well to a particular ad in the past, Baser said.

Online retailer Fab.com, which has tested Facebook's new service, was able to reduce its cost per new customer acquisition by 39 percent when it served ads to consumers deemed most likely to convert, Facebook said. Facebook defines a conversion as anything from a completed sale, to a consumer taking another desired action on a website, such as registering for a newsletter.

NEW OPPORTUNITIES

Shares of Facebook, which were priced at $38 a share in its May initial public offering, closed Thursday's regular session at $22.17.

In recent months, Facebook has introduced a variety of new advertising capabilities and moved to broaden its appeal to various groups of advertisers.

Chief Operating Officer Sheryl Sandberg said in October that Facebook saw multi-billion revenue opportunities in each of four groups of advertisers: brand marketers, local businesses, app developers and direct response marketers.

Facebook does not disclose how much of its ad revenue, which totaled $1.09 billion in the third quarter, comes from each type of advertiser. Pivotal Research Group analyst Brian Wieser estimates that brand marketers and local businesses account for the bulk of Facebook's current advertising revenue.

Earlier this year, Facebook introduced a similar conversion measurement service for big brand advertisers, such as auto manufacturers, partnering with data mining firm Datalogix to help connect the dots between consumer spending at brick-and-mortar and Facebook ads.

And Facebook has rolled out new marketing tools for local businesses such as restaurants and coffee shops, including a revamped online coupon service and simplified advertising capabilities known as promoted posts.

The new conversion measurement tool is launching in testing mode, but will be fully available by the end of the month, Facebook said.

(Reporting By Alexei Oreskovic; editing by Carol Bishopric)

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No. 23 Michigan tops Iowa 42-17 with Gardner's TDs

ANN ARBOR, Mich. (AP) — Devin Gardner accounted for six touchdowns to help No. 23 Michigan rout Iowa 42-17 Saturday.

The Wolverines (8-3, 6-1 Big Ten) weren't stopped on offense by the hapless Hawkeyes (4-7, 2-5) until Gardner threw an interception early in the fourth quarter.

Gardner threw three touchdowns and ran for three scores. He became the first Michigan quarterback to account for six TDs since 1983 when Steve Smith had as many passing and rushing scores in a game at Minnesota.

Denard Robinson played after missing two-plus games with nerve damage in his right elbow. Robinson started at running back and took some snaps at QB, but didn't throw a pass.

Michigan running back Fitzgerald Toussaint appeared to break his left leg on his team's first drive.

The Wolverines didn't need Toussaint to beat Iowa, but it will be more difficult to beat Ohio State for a second straight year without him next week.

It looked as if Toussaint's left leg snapped — between his ankle and knee — on his third carry when he was tackled by two Hawkeyes on Michigan's first drive after getting an option pitch from Robinson. Toussaint was carted off the field with his left leg in a brace.

The Wolverines did what they wanted through the air and on the ground against the Hawkeyes.

Gardner was 18 of 23 for 314 yards with TD passes to Roy Roundtree, Vincent Smith and Devin Funchess. Gardner ran for 37 yards, scoring on three short runs to lead a barrage of points that finally ended late in the third quarter.

Robinson ran 13 times for 98 yards, including a 40-yard sprint that included quite a juke along the sideline in the senior's last home game.

The Hawkeyes were officially eliminated from postseason contention by losing five straight games — for the first time since 2000. They'll need to upset Nebraska next week to avoid their longest losing skid since losing the last eight games of the 1999 season, which was Kirk Ferentz's first season as head coach.

Iowa athletic director Gary Barta has publicly supported Ferentz, who he gave a 10-year extension before the 2010 season.

Michigan, meanwhile, has a shot to have a second straight double-digit win season in Brady Hoke's second season in charge of college football's winningest program.

The Wolverines, though, need to beat the Buckeyes on the road and hope the Hawkeyes can stun the Cornhuskers next week at home to earn a spot in the Big Ten title game to have a chance to end an eight-year drought without a conference championship.

Michigan has found a QB to help it close out this season and to give the program high hopes for next year.

The Wolverines — and their fans — have only one game in mind.

Early in the fourth quarter, the crowd at the Big House started to chant: "Beat O-HI-O! Beat O-HI-O!"

Like Hoke, maize-and-blue clad fans don't say "State," when referring to the rival Buckeyes.

The Hawkeyes got running back Mark Weisman, who had been out with a groin injury, back on the field and he ran for 63 yards on 16 carries. Weisman also caught a 13-yard TD pass from James Vandenberg late in the game, but that didn't make the score look much more respectable.

Vandenberg, who was 19 of 26 for 181 yards, threw a 16-yard Henry Krieger-Coble that made it 7-all late in the first quarter in a game that the Wolverines led 28-10 at halftime.

Gardner's third rushing TD and third passing score made it 42-10 after three quarters.

___

Follow Larry Lage on Twitter: http://twitter.com/larrylage

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EU drug regulator OKs Novartis' meningitis B shot

LONDON (AP) — Europe's top drug regulator has recommended approval for the first vaccine against meningitis B, made by Novartis AG.

There are five types of bacterial meningitis. While vaccines exist to protect against the other four, none has previously been licensed for type B meningitis. In Europe, type B is the most common, causing 3,000 to 5,000 cases every year.

Meningitis mainly affects infants and children. It kills about 8 percent of patients and leaves others with lifelong consequences such as brain damage.

In a statement on Friday, Andrin Oswald of Novartis said he is "proud of the major advance" the company has made in developing its vaccine Bexsero. It is aimed at children over two months of age, and Novartis is hoping countries will include the shot among the routine ones for childhood diseases such as measles.

Novartis said the immunization has had side effects such as fever and redness at the injection site.

Recommendations from the European Medicines Agency are usually adopted by the European Commission. Novartis also is seeking to test the vaccine in the U.S.

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Lady Gaga tweets some racy images before concert

BUENOS AIRES, Argentina (AP) — Lady Gaga's tweets were getting a lot of attention ahead of her Buenos Aires concert Friday night.

The Grammy-winning entertainer has more than 30 million followers on Twitter and that's where she shared a link this week to a short video showing her doing a striptease and fooling around in a bathtub with two other women.

She told her followers that it's a "surprise for you, almost ready for you to TASTE."

Then, in between concerts in Brazil and Argentina, she posted a picture Thursday on her Twitter page showing her wallowing in her underwear and impossibly high heels on top of the remains of what appears to be a strawberry shortcake.

"The real CAKE isn't HAVING what you want, it's DOING what you want," she tweeted.

Lady Gaga wore decidedly unglamorous baggy jeans and a blouse outside her Buenos Aires hotel Thursday as three burly bodyguards kept her fans at bay. Another pre-concert media event where she was supposed to be given "guest of honor" status by the city government Friday afternoon was cancelled.

After Argentina, she is scheduled to perform in Santiago, Chile; Lima, Peru; and Asuncion, Paraguay, before taking her "Born This Way Ball" tour to Africa, Europe and North America.

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Chocolatier finds sweet spot in Belize

Katrina Markoff, the founder of high-end Chicago chocolatier Vosges Haut-Chocolat, is nearing completion on two high-profile projects: a winery-style chocolate facility in Logan Square and an education center at a cacao plantation and eco-lodge in Belize.

Markoff isn't ready to talk about the Logan Square project, her spokeswoman said. But in an interview last week, she said she hopes the Belcampo farm in Belize will become the source of a majority of Vosges' cacao once its plants mature.

The project means Markoff will soon play a role in every aspect of production from seed selection through packaging without having to assume the financial risk of owning a tropical plantation.

Belcampo Group CEO Anya Fernald said the education center that Markoff helped design will open in mid-December, and Markoff will teach her first "master class" on cacao to guests at the 12-room lodge April 23-27. In exchange for her time and expertise, Markoff will receive a better price on the beans.

"I've always wanted to be involved through the full vertical, from actually growing the varietals of cacao I want, and being particular about how they're grown and harvested and fermented and dried," she said.

Once the farm reaches full yield in about five years, Fernald estimated it will produce 250,000 pounds of cacao annually. Already, with only 60 acres planted so far — all under a rain forest canopy — Fernald said Belcampo is already Belize's largest cacao plantation.

"The integrity of that project is really, really unique and special," Markoff said. "Typically when people buy beans to make chocolate, they just buy whatever is available in the commodity market. There's not a lot of control over how it's grafted, where it's planted, how it's nurtured, who's taking care of it. You just don't get that kind of control."

Bluhm continues gambling push

Chicago real estate and gambling executive Neil Bluhm is entering the race to build one of four planned casinos in Massachusetts and has launched an online gaming division in Chicago, said Greg Carlin, chief executive of Bluhm's Rush Street Gaming.

Earlier this year Rush Street hired Richard Schwartz from Waukegan-based WMS Industries and appointed him president of Rush Street Interactive, its new online gaming division.

"We think (Internet gaming) is going to be eventually legalized throughout the country, or in jurisdictions that have bricks-and-mortar casinos," Carlin said. "Illinois is actually a leader in selling lottery tickets online and could be a leader in Internet gaming as well if they get ahead of the curve and pass legislation before some of the other states."

Nevada and Delaware have legalized some forms of Internet gambling.

In recent years, Bluhm has built three casinos: Rivers Casino in Des Plaines, one in Pittsburgh and another in Philadelphia. In October, Bluhm sold his first U.S. casino, Riverwalk Casino and Hotel, in Vicksburg, Miss., for $141 million in cash to Churchill Downs Inc. (Bluhm held a 70 percent stake in Riverwalk.)

Churchill Downs, a horse racing and wagering company, also owns Arlington Park in Arlington Heights. Its largest shareholder is Duchossois Group, founded by Arlington Park Chairman Richard "Dick" Duchossois.

Duchossois has been trying to persuade the Illinois Legislature to approve slots at racetracks, which, if successful, would make Arlington Park a competitor of Bluhm's Des Plaines casino.

As for the Massachusetts casino, the gambling commission there will weigh applications for casino licenses well into 2013.

Alvarez joins Culloton

Public relations firm Culloton Strategies has hired Michael Alvarez, a commissioner of the Metropolitan Water Reclamation District of Greater Chicago, as senior vice president for public affairs.

As the Sun-Times reported in January, Alvarez, 32, has worked for Barack Obama, Rod Blagojevich and Richard M. Daley — while he has close ties to Ald. Richard Mell, Blagojevich's father-in-law.

In addition to his $70,000 annual salary at the water district, Alvarez has a $60,000-a-year public relations contract with the Illinois Sports Facilities Authority and a "fast-growing" lobbying practice, the Sun-Times reported.

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Drew Peterson files appeal, cites ineffective counsel

Drew Peterson began the uphill battle to overturn his murder conviction today, filing a motion for a new trial that could force his former lead attorney to testify about how he allegedly botched the case.

Peterson, 58, was convicted in September of drowning his third wife, Kathleen Savio, after some jurors said a witness called by lead defense attorney Joel Brodsky convinced them the former Bolingbrook police sergeant was guilty.

“I think we had a rogue defense attorney,” said Peterson attorney Steve Greenberg, who said he “vehemently objected” to Brodsky’s decision to call the witness, Savio’s divorce attorney Harry Smith.

Brodsky was pressured to withdraw from the case last month in the midst of infighting within the defense team. He was replaced by David Peilet.

In a post-trial motion filed this morning, Peterson’s defense attorneys asked Judge Edward Burmila to take the highly unusual step of either overturning the jury’s guilty verdict or granting Peterson a new trial.

They cited numerous reasons ranging from the admission of hearsay statements to mistakes they allege Burmila made in allowing evidence to be heard, but much of the focus was on Brodsky’s alleged deficient performance at trial.

Peterson’s attorneys plan to file a separate motion just on that issue.

But in the newly filed motion, they allege Brodsky had a financial interest in drawing as much publicity as possible to Peterson’s case.

The motion includes a contract Peterson and Brodsky signed with Glen Selig, a publicist who also worked for former Illinois Gov. Rod Blagojevich.

“(Brodsky) allowed his own self-interest to pollute how the matter was handled from the pre-trial media blitz to the trial itself,” the motion says.
 
Brodsky said in an email that the contract in question expired in 2008 and didn’t give him “any interest in any litigation or money which was to be earned by Mr. Peterson.”

Brodsky declined to explain or comment further.

sschmadeke@tribune.com

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Exclusive: Facebook offering e-retailers sales tracking tool

SAN FRANCISCO (Reuters) - Facebook Inc wants more credit for making online cash registers ring.

Facebook will begin rolling out on Friday a new tool which will allow online retailers to track purchases by members of the social network who have viewed their ads.

The tool is the latest of the new advertising features Facebook is offering to convince marketers that steering advertising dollars to the company will deliver a payoff.

Facebook, with roughly 1 billion users, has faced a tough reception on Wall Street amid concerns about its slowing revenue growth.

"Measuring ad effectiveness and outcomes is absolutely crucial to all types of businesses and marketers," said David Baser, a product manager for Facebook's ads business who said the "conversion measurement" tool has been a top customer request for a long time.

The sales information that advertisers receive is anonymous, said Baser. "You would see the number of people who bought shoes," he said, using the example of an online shoe retailer. But marketers would not be able to get information that could identify the people, he added.

The conversion tool is specifically designed for so-called direct response marketers, such as online retailers and travel websites that advertise with the goal of drumming up immediate sales rather than for longer-term brand-building.

Such advertisers have long flocked to Google Inc's Web search engine, which can deliver ads to consumers at the exact moment they're looking for information on a particular product.

But some analysts say there is room for Facebook to make inroads if it can demonstrate results.

"The path to purchase" is not as direct on Facebook as it is on Google's search engine, said Debra Aho Williamson, an analyst with research firm eMarketer. But she said that providing information about customer sales conversion should help Facebook make a stronger case to online retailers.

"It lets marketers track the impact of a Facebook ad hours or days or even a week beyond when someone might have viewed the ad," said Williamson. "That allows marketers to understand the impact of the Facebook ad on the ultimate purchase."

Marketers will also have the option to aim their ads at segments of Facebook's audience with similar attributes to consumers that have responded well to a particular ad in the past, Baser said.

Online retailer Fab.com, which has tested Facebook's new service, was able to reduce its cost per new customer acquisition by 39 percent when it served ads to consumers deemed most likely to convert, Facebook said. Facebook defines a conversion as anything from a completed sale, to a consumer taking another desired action on a website, such as registering for a newsletter.

NEW OPPORTUNITIES

Shares of Facebook, which were priced at $38 a share in its May initial public offering, closed Thursday's regular session at $22.17.

In recent months, Facebook has introduced a variety of new advertising capabilities and moved to broaden its appeal to various groups of advertisers.

Chief Operating Officer Sheryl Sandberg said in October that Facebook saw multi-billion revenue opportunities in each of four groups of advertisers: brand marketers, local businesses, app developers and direct response marketers.

Facebook does not disclose how much of its ad revenue, which totaled $1.09 billion in the third quarter, comes from each type of advertiser. Pivotal Research Group analyst Brian Wieser estimates that brand marketers and local businesses account for the bulk of Facebook's current advertising revenue.

Earlier this year, Facebook introduced a similar conversion measurement service for big brand advertisers, such as auto manufacturers, partnering with data mining firm Datalogix to help connect the dots between consumer spending at brick-and-mortar and Facebook ads.

And Facebook has rolled out new marketing tools for local businesses such as restaurants and coffee shops, including a revamped online coupon service and simplified advertising capabilities known as promoted posts.

The new conversion measurement tool is launching in testing mode, but will be fully available by the end of the month, Facebook said.

(Reporting By Alexei Oreskovic; editing by Carol Bishopric)

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