May 3, 2014
 

Behind the Friday Box Office – 5/2/14

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Written by: Mitch Salem

 

OPENINGS:  The opening day of THE AMAZING SPIDER-MAN 2 (Sony) was actually a touch behind the opening day of the first Amazing ($35.2M to $35.9M).  However the earlier movie had a different trajectory, opening on the Tuesday of July 4th week and with only $850K in Monday midnight screenings (Amazing 2, in comparison, started with $8.7M on Thursday night).  Sony is making no secret of the fact that the number it’s gunning for is the recent $95M opening weekend for Captain America: The Winter Soldier, and although Captain 2 had a bigger Friday ($36.9M), tomorrow Sony will claim that win–even if only temporarily, until final numbers are released on Monday–if at all possible.  Amazing 2 has also made about $155M overseas through Thursday, and on Sunday it opens in China.  It should be noted that Amazing 2 is reportedly carrying a gigantic $450M in total production/marketing costs (incredibly, the worldwide marketing alone approaches $200M), so merely holding even with the $752.2M global total for the first Amazing would be considered a disappointment.

HOLDOVERS:  THE OTHER WOMAN (20th) held onto its dignity as counterprogramming, falling 48% from last Friday to $4.8M.  It should have a $15M weekend and be on its way to $75M in the US, a fine result if it can show some appeal internationally.  HEAVEN IS FOR REAL (TriStar/Sony) is for fans of a different superhero, and they continued to buy tickets, providing a Friday that dropped just 41% to $2.4M, for what should be a $8M weekend and a US total of $80M+.  Similarly, GOD’S NOT DEAD (Freestyle), although closer to the end of its run, slipped just 38% to $500K, as it heads to $60M in the US.  Not surprisingly, CAPTAIN AMERICA: THE WINTER SOLDIER (Disney/Marvel) was harder-hit with the arrival of Amazing 2, dropping 53% to $2.1M and a likely $7.5M weekend.  Nevertheless, it remains on track for $250M in the US.  RIO 2 (20th/Blue Sky) fell 48% to $1.7M and a probable $7M weekend, on its way to $120M in the US.

Last weekend’s openings collapsed, as BRICK MANSIONS (Relativity) fell 69% to $1.1 M and may not get beyond $20M in the US, and THE QUIET ONES (Lionsgate) slumped 56% to $650K and may not crack $10M.

The best hold in the Top 10 went to THE GRAND BUDAPEST HOTEL (Fox Searchlight), down just 28% from last Friday to $475K, and now squarely on target to become Wes Anderson’s biggest US hit (it’s already his biggest overseas) in the next week or so.

LIMITED RELEASE:  BELLE (Fox Searchlight) had an OK start, heading for a $25K weekend average in 4 NY/LA theatres.  The well-reviewed IDA (Music Box), with much less marketing, is holding its own with a likely $15K weekend average at 3.

NEXT WEEKEND:  The other studios are basically giving next weekend as well to Amazing 2, with the only major opening aimed as counterprogramming:  the R-rated Seth Rogen/Zac Efron comedy NEIGHBORS (Universal).  LEGENDS OF OZ: DOROTHY’S RETURN (Clarius) will provide a different, and lower-level, kind of counterprogramming, and the comedy MOMS’ NIGHT OUT (TriStar/Sony) is having a mid-level release at 1000 theatres.  It’ll be a busy weekend for indies, though, as Jon Favreau’s CHEF (Open Road), THE DOUBLE (Magnolia), and PALO ALTO (Tribeca/IFC) all make their appearances.

 



About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on screened.com and the-burg.com. In addition, he is co-writer of an episode of the television series "Felicity."