SATURDAY PM/SUNDAY AM, 6TH UPDATE: Welcome to the first of the big comic book-inspired movies on the Big Screen this summer, with Fox’s X-Men: First Class, Warner Bros’ Green Lantern, and Marvel’s Captain America to follow Marvel/Disney’s Thor distributed by Paramount. Total gross for all films is $161M but still off last year’s by 10% (when Iron Man 2 did $128M all by itself). Here are the following Top 10 North American grosses for Friday and Saturday and this domestic weekend in addition to international and worldwide cumes:
1. Thor (Marvel/Disney/Paramount) NEW [3,955 Theaters]
Friday $25.7M, Saturday $23.5M, Weekend $66M
International $176M, Global Cume $242M
Saturday brought in younger and family audiences to this latest in the Marvel Studios productions which earned a ‘B+’ CinemaScore overall, and an ‘A’ for ages under 18. Hollywood was predicting a $60+ million domestic weekend opening for Marvel/Disney’s Thor, with Paramount distributing. The PG-13 Norse God actioner had already made $133M from 56 territories so far with Finland and China opening this weekend. Now, in its second weekend of widespread release on the international circuit, Thor posted a formidable $46M from 12,476 positions in 60 markets for an overseas gross of $176M to date — or global cume of $242M outside the US and Canada — and in only 11 days has already outgrossed the final cume of X-Men 1, Fantastic Four 1 and the first Hulk movie from Marvel. In the U.S. and Canada, the film debuted as the No. 3 Marvel title — well ahead of X-Men and Fantastic Four and The Hulk, which all did around $55M, but nowhere near the $100M+ of Iron Man or Spider-Man. With Universal’s holdover Fast Five speeding to another strong weekend, Thor opened against such stiff competition, even with $3.25M in midnight box office compared with Fast Five‘s $3.8M midnights for its U.S. and Canada debut. But the Norse god took advantage of 3D’s higher ticket prices, including at 214 iMAX theaters domestically, for $6.6M and another 70 screens overseas. Reviews have been good, and British Kenneth Branagh’s direction and Aussie newcomer Chris Hemsworth in the title role of The Mighty Thor earned a 92% rating currently on Rotten Tomatoes. The good-looking Hemsworth allowed for heavy PR to drum up appeal among women with his shirtless clip a popular choice for talk shows with large female audiences who also were targeted with a Royal Wedding blitz. To solidify male appeal, Paramount had spots during the Super Bowl and NCAA Basketball, the UFC Marathon and UFC Fight Night Live Premiere. And, to appeal to the feeble-brained, Thor ads aired on the finale of Jersey Shore.
Thor launched in 1962 and has endured for almost half a century across comics, toys, animated series, and now a movie. Like Iron Man, Marvel thought Thor deserved to be made in its own right and lends a long history to The Avengers. (Aka Marvel’s Avengers Assemble strategy. Expect to see agents of S.H.I.E.L.D., previously seen in the Iron Man movies, foreshadowing the coming of The Avengers). The challenge for Paramount was to market a reverse superhero story: a hero becomes a man. “Our challenge was to emphasize what was unique about his character and define him for audiences,” a studio exec told me. So the TV ads reminded: “The world has many heroes but only one is a God.” This epic adventure spans the Marvel Universe from present day Earth to the realm of Asgard with the powerful but arrogant warrior whose reckless actions reignite an ancient war. Thor is cast down to Earth and forced to live among humans as punishment. Once here, Thor learns what it takes to be a true hero when the most dangerous villain of his world sends the darkest forces of Asgard to invade Earth. Thor was produced by Marvel wunderkind Kevin Feige, with Alan Fine, Stan Lee, David Maisel, Patricia Whitcher and Louis D’Esposito serving as executive producers from a screenplay by Ashley Edward Miller & Zack Stentz and Don Payne and a story by J. Michael Straczynski and Mark Protosevich.
2. Fast Five (Universal) Week 2 [3,644 Theaters]
Friday $10.6M, Saturday $12.8M, Weekend $32.5M (-62%), Cume $139.9M
International $184.8M, Global Cume $324.7M
The -62% domestic drop was primarily due to the loss of all IMAX screens and large-format screens which had only been booked for one week. But abroad Fast Five is the No. 1 film in the world for the second week in a row and the biggest international weekend in Universal’s history. It continued its international rollout with No. 1 openings in 44 more territories this weekend for 58 total. Fast Five set records for the biggest opening of the Fast franchise, and was the biggest opening day and biggest opening weekend in Universal’s history in 12 markets, including Mexico, Argentina, Chile, Netherlands, Malaysia, Thailand, Italy, France, Brazil, United Arab Emirates, India, Vietnam. International grosses were an estimated $86.6M at 6,979 dates in 58 territories and raised the international total to $184.8M. The worldwide total including the outstanding domestic box office of $139.9M will reach $324.7M today.
3. Jumping The Broom (TriStar/Sony) NEW [2,034 Theaters]
Friday $4.1M, Saturday $5.2M, Weekend $13.7M
Sony was only expecting TriStar’s Jumping The Broom this weekend to do somewhere between $8M to $10M on the film that was made for just $6.6M. Hey, if major studios keep making cheap movies like this that do double the predicted grosses, I’m going to have a tough time making fun of mogul tightwads. Pic received an ‘A’ CinemaScore straight across the board — women, men, all ages. “Exits show we hit our target as 70% of this weekend’s audience was female and 64% was over 35,” A Sony exec tells me. Aimed at older African-American women, the PG-13 film focuses on two “Uptown meets Downtown” families who meet for the first time at a weekend wedding on Martha’s Vineyard in what is billed as an ”insightful and inspirational” comedy. The key for Sony was reaching out to faith-based audiences. Bishop TD Jakes, who is a producer on the film, hosted screenings at religious conferences throughout the country. On the media front, Sony worked with TLC on special wedding programming and on tie-ins with Royal Wedding coverage in local markets. There also was strong BET promotion since both the director/executive producer of The Game, Salim Akil, directed the film, and a co-star of The Game, Pooch Hall, co-starred in this film as well.
4. Something Borrowed (Alcon/Warner Bros) NEW [2,904 Theaters]
Friday $4.8M, Saturday $4.9M, Weekend $13.1M
This run-of-the-mill rom-com based on the novel by the same title earned a ‘B’ CinemaScore: ‘B+’ among females, ‘C+’ males. Financed and produced by Alcon Entertainment (The Blind Side) with Warner Bros just distributing, the pic was counter-programmed against Thor and Week 2 of Fast Five and was always expected to open in the low teens. Luke Greenfield directed from a screenplay adaptation by Jennie Snyder Urman. Hilary Swank was one of the producers. Gee, Kate Hudson’s career looked interesting when she did Almost Famous. But a succession of mediocre romantic comedies like this one where two female frenemies fight over the same man (so anti-woman) have made her into yesterday’s news. Sad that.
5. Rio 3D (Blue Sky Studio/Fox) Week 4 [3,708 Theaters]
Friday $1.9M, Saturday $3.5M, Weekend $8.2M, Cume $114.9M
6. Water For Elephants (Fox) Week 3 [2,820 Theaters]
Friday $1.6M, Saturday $2.2M, Weekend $5.6M, Cume $41.6M
7. Madea’s Big Happy Family (Tyler Perry/Lionsgate) Week 3 [2,288 Theaters]
Friday $1M, Saturday $1.6M, Weekend $3.9M, Cume $46.8M
8. Prom (Disney) Week 2 [2,730 Theaters]
Friday $794K, Saturday $960M, Weekend $2.4M (-49%), Cume $7.8M
9. Soul Surfer (FilmDistrict/Sony) Week 5 [2,010 Theaters]
Friday $590K, Saturday $850K, Weekend $2.1M, Cume $36.6M
10. Hoodwinked Too: Hood vs Evil (The Weinstein Co) Week 2 [2,505 Theaters]
Friday $433K, Saturday $877K, Weekend $1.8M (-54%), Cume $6.7M
Meanwhile, Summit Entertainment and Participant Media platformed Mel Gibson’s comeback movie The Beaver directed by Jodie Foster in 22 theaters across the top ten markets in North America: weekend gross was $104K, with a paltry per theater average. Doesn’t bode well for pic which expands on May 20 and will be brought to Cannes.
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