MONDAY 7 AM, 7TH UPDATE: This weekend’s total moviegoing was $158M which is +11% from last year. Overall a too-crowded marketplace. Meanwhile, I’m seeing a big schism separating audiences and critics as Summer 2013 continues. CinemaScores are coming in higher and higher for pics that Rotten Tomatoes is rating lower and lower. Who’s out of touch: movie reviewers or filmgoers? Well, Rotten Tomatoes scored 3 of the 4 newcomers only 24%-34% for positive reviews even though they received high CinemaScores. Hmm, interesting development.
Sony Pictures’ futuristic Elysium (playing in 3,284 theaters) received only a ‘B’ CinemaScore from audiences but 67% positive reviews from Rotten Tomatoes. Starring Matt Damon and Jodie Foster and written/directed by Neill Blomkamp, it was sitting in the #1 spot as of Sunday but didn’t break $30M domestic. Sure, Elysium was sci-fi, R-rated, and cool – yet it still underperformed because of summer movie fatigue. Film did deliver a best-ever August opening on IMAX screens. Opening weekend demos show audience was 61% male and 39% female and 52% was under 30. Studio is banking on foreign coin. Earning $10.9M from 17 markets, Russia, Tawan, and Ukraine launched #1 with Russia grossing $6.8M which was 46% bigger than the opening of District 9. Problem is that domestically pic hasn’t been as well-received as Blomkamp’s previous District 9 sleeper hit which opened to $37.4M in mid-August 2009 on its way to earning $210.8M worldwide. Elysium cost Sony $115M for worldwide rights since it was packaged, financed and produced by Media Rights Capital and produced by Bill Block, Neill Blomkamp, and Simon Kinberg.
R-rated comedy We’re The Millers (3,260 theaters) ended the three-day weekend with $26.5, good enough for #2, and $38M for its first five days in theaters. New Line used to wear the Hollywood box office crown when it came to laugh-out-loud comedy. Not so much anymore. (Remember that bomb The Incredible Burt Wonderstone earlier this year?) So parent company Warner Bros is pleased to see We’re The Millers look like a hit for only a $37M production cost. “That put Millers way in front of the costly Elysium including the entire IMAX footprint,” a Warner Bros exec snarked. Including $1.7M for Tuesday’s 8 PM late shows in 2,700 locations, pic came in around $6.8M Wednesday for an easy #1 opening. Its ‘A-’ CinemaScore built word of mouth helped by omnipresent marketing and endless flacking by the boring Jennifer Aniston. (Who was all-too-willing to show off her stripper moves to get attention. So, Stephen Huvane, can your funnywoman make as reliable movie coin these days as Melissa McCarthy?) Toby Emmerich has successfully reteamed Aniston and her Horrible Bosses co-star Jason Sudeikis to satisfy moviegoers’ craving for summer comedies since The Heat, Grown Ups 2, and This Is The End only whetted their appetites.
Disney’s 3D Planes (3,702 theaters) received an ‘A-’ CinemaScore but only 24% positive reviews from Rotten Tomatoes – and placed 3rd. PG toon is a Cars spinoff and resembles a Pixar product but isn’t. Instead, it’s from direct to DVD unit DisneyToon Studios and this pic was supposed to debut on home entertainment but didn’t. Planes opened to underwhelming $22M weekend theatrical grosses after the hand-holder turnout stayed low. It also was too crowded a family fare market where Despicable Me 2, Turbo, and Smurfs 2 are still playing. Internationally, the little blue guys/gals earned $34.6M in its second weekend of release, bringing the overseas cume to $110M and $156.6M worldwide.
With a ‘B+’ CinemaScore, PG-rated Percy Jackson: Sea Of Monsters based on the best-selling book came in 4th through Sunday after opening Wednesday. With a CGI-heavy cost of $90M, this Harry Potter wannabe made only $23.4M for its first five days after pic’s TV ads ran incessantly during Discovery’s Shark Week. (Sea monsters, get it?) Exit polling showed that moviegoers were 59% female and 41% male with 61% under age 25 and 39% age 25 and over. Fox stressed that exits and CinemaScore were nearly identical to the first Percy with strength and playability in the middle of the country as well as Canada. The first Percy movie made $88.8M domestic and $138M international, so let’s see if this sequel can match both numbers. Percy 2 opened for $9.8M internationally after opening in 6 territories – Chile, Ecuador, Malaysia, Philippines and big markets Mexico and the UK – this weekend for 1,799 screens. More than 70 territories roll out through August with 15 more in September, and Japan and Venezuela in November.
Here’s the Top Ten based on domestic weekend estimates: