‘Mama’ Scores Strong $33.0 million Four-Day Start

on January 21, 2013 by Daniel Garris
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Revised 3-Day Weekend Estimates:

Mama -- $28.495 million
Zero Dark Thirty -- $15.8 million
Silver Linings Playbook -- $10.754 million
Gangster Squad -- $8.65 million
Broken City -- $8.275 million
A Haunted House - $8.1 million
Django Unchained -- $7.756 million
Les Misérables -- $7.518 million
The Last Stand -- $6.19 million
The Hobbit -- $6.185 million
Lincoln -- $5.451 million
Parental Guidance -- $4.25 million
Life of Pi -- $3.4 million
The Impossible -- $2.461 million
Argo -- $2.265 million
Jack Reacher -- $2.244 million
This Is 40 -- $2.033 million

Universal's Mama debuted with an estimated $33.0 million over the four day-frame to lead this weekend's holiday box office with ease. The PG-13 horror film starring Jessica Chastain grossed $28.495 million over the three-day frame, which represented the ninth largest three-day opening weekend ever for the month of January. Mama greatly exceeded pre-release expectations, which were in the $20 million range for the four-day frame. Clearly, Mama was helped out in a big way by the lack of non-R rated films in the current marketplace, especially among films released within the month of January. As evidence, the audience breakdown for Mama skewed heavily towards younger moviegoers (63 percent of the film's audience was under 25 and 35 percent of the film's audience was under 17). Mama also skewed towards female moviegoers (61 percent). Making this weekend's debut even sweeter was the film's production budget of just $15 million.

With a B- CinemaScore rating (which is very solid for a horror film) and all three of next weekend's wide releases being R-rated, Mama will have a good chance of holding up well next weekend by horror film standards. Internationally, Mama grossed $1 million from six smaller foreign markets this weekend.

Jessica Chastain also found herself in second place this weekend, as Sony's Zero Dark Thirty remained strong with an estimated four-day take of $18.7 million. Strong word of mouth and continued Oscar Buzz continues to help the Best Picture nominee, which was down a solid 23 percent from last weekend's three-day frame. Zero Dark Thirty has grossed $57.04 million to date. That places the film 29 percent ahead of 2007's The Bucket List and 25.5 percent behind 2008's Gran Torino at the same point in their respective runs.

The Weinstein Company's Silver Linings Playbook had a healthy expansion this weekend with an estimated third-place four-day gross of $13.0 million. After expanding into an additional 1,713 locations, the Best Picture nominee starring Bradley Cooper and Jennifer Lawrence was up a terrific 159 percent over last weekend's three-day frame. Silver Linings Playbook has grossed $56.98 million to date and should continue to remain a factor at the box office throughout the rest of the Oscar season.

Turning to the bad news this weekend, Fox's Broken City and Lionsgate's The Last Stand both proved to be major disappointments. Broken City debuted in sixth pace with an estimated four-day take of $9.5 million, which represented Mark Wahlberg's poorest debut in years. Meanwhile, Arnold Schwarzenegger's comeback attempt, The Last Stand, landed all the way down in tenth with an estimated four-day gross of just $7.2 million. With so many other R rated films having been released into the marketplace over the past month, there was ultimately no demand for either Broken City or The Last Stand this weekend.

Two of last weekend's R-rated releases, Warner's Gangster Squad and Open Road's A Haunted House experienced relatively better results, but were still down significantly nonetheless. Gangster Squad placed in fourth with an estimated $10.3 million, while A Haunted House claimed fifth with an estimated $9.7 million. Respective percentage declines from last weekend's three-day frame were 40 percent for Gangster Squad and 46 percent for A Haunted House. Through eleven days, Gangster Squad has grossed $33.42 million. A Haunted House has grossed $31.31 million over the same span and boasts the far more impressive performance of the two films when taking price-tags into account.

Tags: A Haunted House, Gangster Squad, The Last Stand, Broken City, Silver Linings Playbook, Zero Dark Thirty, Mama
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