feb13wknd.png

Monday Update: Universal's Fifty Shades of Grey lived up to the hype at the box office this weekend with an estimated four day-day holiday start of $94.4 million. The highly anticipated erotic romantic drama opened in line with its massive (and wide-ranging) pre-release expectations, which had surged in the weeks leading up to the film's release due in part to extremely strong pre-sales. Fifty Shades of Grey seized control of the record for the largest four-day Presidents Day weekend debut of all time; as it outpaced the $63.14 million four-day start of 2010's Valentine's Day by a very impressive 49.5 percent.

With the film's revised three-day estimate now standing at $85.04 million, Fifty Shades of Grey also claimed the largest opening weekend ever for the month of February (without adjusting for ticket price inflation). The previous record holder was 2004's The Passion of the Christ, which opened with $83.85 million back in 2004. Fifty Shades of Grey also claimed the fourth largest R-rated three-day opening weekend of all-time (behind only 2003's The Matrix Reloaded, last month's debut of American Sniper and 2011's The Hangover Part II).

The four-day to three-day ratio for Fifty Shades of Grey stands at 1.11 to 1. It is possible that Fifty Shades of Grey may be quite front-loaded going forward, due in part to the opening weekend rush out of the film's pre-existing fanbase. The film's lackluster C+ CinemaScore rating and poor critical reviews aren't promising early signs either when it comes to long term holding power. The audience breakdown for Fifty Shades of Grey skewed heavily towards female moviegoers (68 percent) and towards moviegoers over the age of 25 (58 percent).

Fox's Kingsman: The Secret Service was off to a nice start of its own this weekend with an estimated second place four-day take of $42.0 million. The Matthew Vaughn directed graphic novel adaptation starring Colin Firth exceeded expectations and likely received an added boost from serving as counter-programming for audiences not interested in Fifty Shades of Grey this weekend. Without adjusting for ticket price inflation, Kingsman claimed the seventh largest four-day Presidents Day weekend debut ever. Kingsman opened a very impressive 96 percent stronger than the $21.39 million four-day start of 2010's Kick-Ass.

The revised three-day estimate for Kingsman: The Secret Service stands at $36.23 million. That gives the film a four-day to three-day ratio of 1.16 to 1. Kingsman received a solid B+ rating on CinemaScore.

After last weekend's stronger than expected debut, Paramount's The SpongeBob Movie: Sponge Out of Water fell two spots and 28 percent to claim third place over the four-day frame with an estimated $40.0 million. While The SpongeBob Movie experienced a significant second weekend decline for a family film over Presidents Day weekend, the film still continues to exceed expectations in a big way thanks to getting off to such a strong start last weekend. The SpongeBob Movie: Sponge Out of Water is set to surpass the $100 million mark on Monday and has grossed $103.13 million through eleven days of release. The revised three-day estimate for The SpongeBob Movie is $31.68 million.

Warner's American Sniper placed in fourth with an estimated four-day take of $19.46 million. In the process the Clint Eastwood directed blockbuster starring Bradley Cooper surpassed the $300 million mark this weekend; making it just the third release of 2014 to do so. American Sniper was down a healthy 16 percent from last weekend, as the film continues to hold up well. The film has grossed a massive $307.16 million after 32 days of wide release and remains on course to become the highest grossing release of 2014. The revised 3-day estimate for American Sniper is $16.53 million.

Fellow Warner Bros. release Jupiter Ascending rounded out the weekend's top five with an estimated $10.68 million over the holiday frame. The expensive 3D sci-fi film from The Wachowskis starring Channing Tatum and Mila Kunis was down a sizable 42 percent from last weekend. Jupiter Ascending has grossed $33.80 million in eleven days, which is very disappointing with the film's price tag in mind. The film is currently running 9 percent ahead of the $30.95 million eleven-day take of 2008's Speed Racer. The revised 3-day estimate for Jupiter Ascending stands at $9.24 million.

Sunday Update: Universal's Fifty Shades of Grey lived up to the hype at the box office this weekend with an estimated three-day start of $81.7 million. The highly anticipated erotic romantic drama opened in line with its massive (and wide-ranging) pre-release expectations, which had surged in the weeks leading up to the film's release due in part to extremely strong pre-sales. Fifty Shades of Grey seized control of the record for the largest three-day Presidents Day weekend debut of all time; as it outpaced the $56.26 million three-day start of 2010's Valentine's Day by a very impressive 45 percent. Without adjusting for ticket price inflation, Fifty Shades of Grey claimed the second largest opening weekend ever for the month of February, as it placed just behind the $83.85 million opening weekend performance of 2004's The Passion of the Christ. Fifty Shades of Grey also claimed the fifth largest R-rated opening weekend of all-time (behind only 2003's The Matrix Reloaded, last month's debut of American Sniper, 2011's The Hangover Part II and The Passion of the Christ). Universal's current four-day estimate for Fifty Shades of Grey is $90.7 million.

Fifty Shades of Grey opened with $30.3 million on Friday (which included an estimated $8.6 million from Thursday night shows), experienced a healthy 21 percent Valentine's Day boost on Saturday to take in $36.7 million and is estimated to decline 60 percent on Sunday to gross $14.7 million. That gives the film an estimated opening weekend to Friday ratio of 2.70 to 1. It is possible that Fifty Shades of Grey may be quite front-loaded going forward, due in part to the opening weekend rush out of the film's pre-existing fanbase. The film's lackluster C+ CinemaScore rating and poor critical reviews aren't promising early signs either when it comes to long term holding power.

The audience breakdown for Fifty Shades of Grey skewed heavily towards female moviegoers (68 percent) and towards moviegoers over the age of 25 (58 percent). The film grossed $2.1 million over the four-day frame from its limited IMAX run in 85 locations, which was announced fairly last minute.

Fox's Kingsman: The Secret Service was off to a nice start of its own this weekend with an estimated second place take of $35.6 million over the three-day frame. The Matthew Vaughn directed graphic novel adaptation starring Colin Firth exceeded expectations and likely received an added boost from serving as counter-programming for audiences not interested in Fifty Shades of Grey this weekend. Without adjusting for ticket price inflation, Kingsman claimed the seventh largest three-day Presidents Day weekend debut ever. Kingsman opened a very impressive 79.5 percent stronger than the $19.83 million debut of 2010's Kick-Ass. BOXOFFICE is currently projecting a four-day start of $40.5 million for Kingsman.

Kingsman: The Secret Service opened with $10.5 million on Friday (which included an estimated $1.4 million from Thursday night shows), increased 47 percent on Saturday to gross $15.45 million and is estimated to decline 37.5 percent on Sunday to take in $9.65 million. That places the film's estimated opening weekend to Friday ratio at 3.39 to 1. Kingsman received a solid B+ rating on CinemaScore.

After last weekend's stronger than expected debut, Paramount's The SpongeBob Movie: Sponge Out of Water fell two spots and 45 percent to claim third place over the three-day frame with an estimated $30.54 million. While The SpongeBob Movie experienced a significant second weekend decline for a family film over Presidents Day weekend, the film still continues to exceed expectations in a big way thanks to getting off to such a strong start last weekend. The SpongeBob Movie: Sponge Out of Water has grossed $93.67 million through ten days of release and is set to surpass the $100 million mark on Monday. Paramount is currently estimating a four-day take of $37.6 million for The SpongeBob Movie.

Warner's American Sniper placed in fourth with an estimated $16.44 million. In the process the Clint Eastwood directed blockbuster starring Bradley Cooper surpassed the $300 million mark this weekend; making it just the third release of 2014 to do so. American Sniper was down a healthy 29 percent from last weekend, as the film continues to hold up well. Without adjusting for ticket price inflation, American Sniper claimed the eighth largest fifth weekend performance of all time. American Sniper has grossed a massive $304.13 million after 31 days of wide release and remains on course to become the highest grossing release of 2014. BOXOFFICE is currently estimated a four-day take of $19.0 million for American Sniper.

Fellow Warner Bros. release Jupiter Ascending rounded out the weekend's top five with an estimated $9.43 million. The expensive 3D sci-fi film from The Wachowskis starring Channing Tatum and Mila Kunis was down a sizable 49 percent from last weekend. Jupiter Ascending has grossed $32.55 million in ten days, which is very disappointing with the film's price tag in mind. The film is currently running 7.5 percent ahead of the $30.28 million ten-day take of 2008's Speed Racer (which fell 56 percent in its second weekend to gross $8.12 million). BOXOFFICE is currently estimating a $10.8 million take for Jupiter Ascending over the four-day frame.

Saturday Update: Universal reports that Fifty Shades of Grey bagged a whopping $30.2 million on opening day, including Thursday night's $8.6 million early start. Fifty Shades' first day take is the fourth highest ever for an R-rated film, only behind The Matrix Reloaded ($37.5 million), The Hangover Part II ($31.6 million), and American Sniper ($30.3 million). Yesterday also wasn't far behind the $36 million first day of the original Twilight considering that film opened over a standard non-holiday weekend. The adaptation has certainly lived up to and beyond expectations following record pre-sales, with a very busy Valentine's Day yet ahead of it on Saturday (as well the benefit of an extended weekend due to President's Day on Monday). BoxOffice is currently projecting $77 million for the 3-day frame and $87 million for the 4-day. Still, this film is in a very unique position, so comparisons are very slim at this point.

Fox's Kingsman: The Secret Service posted an impressive opening day all its own with $10.5 million. The well-reviewed graphic novel adaptation notably topped the $7.7 million opening day of Kick-Ass, which also was directed by Matthew Vaughn. Reviews are in the positive range at 70 percent on Rotten Tomatoes right now, while the site's audience word of mouth is markedly better with 89 percent so far. Kingsman is on pace to earn around $34 million for the 3-day weekend and $39 million over the 4-day.

The SpongeBob Movie: Sponge Out of Water was down 56 percent from opening day last week to $6.53 million yesterday, although it will certainly get a major boost from families and young audiences over the next three days. The sequel's domestic total is now $69.7 million. BoxOffice projects $32 million for the 3-day frame and $40.5 million for the 4-day.

American Sniper was off just 38 percent from last Friday to $3.81 million. The blockbuster biopic's total stands at $291.5 million as it heads toward $15.5 million and $17.8 million for the 3- and 4-day frames.

Filling out Friday's top five was Jupiter Ascending, down 68 percent from opening day last week to $2.0 million. With $25.1 million in the bank, look for $7.9 million and $9.2 million 3- and 4-day hauls.

Our top 10 4-day projections can be found below. Meanwhile, check BoxOffice on Sunday for official weekend estimates from the studios.

Top 10 Weekend Projections

1. Fifty Shades of Grey ($87 million 4-day)
2. The SpongeBob Movie: Sponge Out of Water ($40.5 million 4-day)
3. Kingsman: The Secret Service ($39.0 million 4-day)
4. American Sniper ($17.8 million 4-day)
5. Jupiter Ascending ($9.2 million 4-day)
6. Paddington ($4.9 million 4-day)
7. The Imitation Game ($4.6 million 4-day)
8. Seventh Son ($3.5 million 4-day)
9. The Wedding Ringer ($3.4 million 4-day)
10. Black or White ($3.0 million 4-day)

Friday Update #2: Sources tell BoxOffice that Fifty Shades of Grey should have no problem hitting $85 million during its first four days of release in North America after grabbing what looks to be $27 million on Friday. 

Kingsman is also doing very well. The action flick is on pace for at least $40 million during the holiday frame.

Check back tomorrow for updated projections and official studio estimates.

Friday Update #1: Universal reports this morning that Fifty Shades of Grey bagged an impressive $8.6 million from Thursday's opening night shows beginning at 8pm in 2,830 theaters. That figure represents the second-highest R-rated late night debut ever, trailing only The Hangover Part II ($10.4 million). Grey also claimed the best late night figure ever in February, while surpassing Fast & Furious 6's $6.5 million to become Universal's best preview gross in company history.

Also of note, Fifty Shades blew past Gone Girl's $1.3 million Thursday night debut last fall. Even though both films were highly anticipated book adaptations, Fifty Shades shares a portion of the Twilight audience segment given its origins in connection to the latter series -- hence the much stronger Thursday turnout than Gone Girl. Additionally, moviegoer curiosity appears to be a major driving force behind Grey considering its controversial aspects.

Despite the fan rush last night, Grey's audience will continue expanding throughout the next 48 hours based on MovieTickets.com's report that those pre-shows only accounted for 14.5 percent of advance sales as of Wednesday -- compared to Friday's 28.3 percent and Saturday's (Valentine's Day) 42.3 percent. BoxOffice previously broke down the full potential of what Fifty Shades could accomplish as it expands into 3,646 theaters this weekend.

Also opening this weekend is Fox's Kingsman: The Secret Service, which is poised to successfully counter-program based on positive early word of mouth and reviews. That flick took in $1.4 million last night, a solid start ahead of the long holiday frame.

Meanwhile, The SpongeBob Movie: Sponge Out of Water and American Sniper will remain forces to be reckoned with.

Stay tuned for further updates today and throughout what promises to be a record-breaking weekend at the box office.

Read more

insurgent.jpg

By Alex Edghill

Friday Morning Update: With Fifty Shades Of Grey already on its way to becoming a massive smash its time to focus on future releases and this past week The Divergent Series: Insurgent was tops with 84,531 tweets. The primary force for this surge was a new trailer which generated just under 42,000 tweets on Thursday. This was pretty hefty, especially considering that the trailer it aired during the Super Bowl pregame show didn't even crack 4,000 tweets. It was around this time before release that Divergent really began to shine and routinely generate 10,000 tweet+ days so it will be interesting to see how Insurgent stacks up. One good sign is that Divergent didn't crack 42,000 tweets in any single day until less than three weeks prior to its release, Insurgent is definitely running ahead in terms of awareness and buzz based on these numbers.

Finishing a close second on the week was Straight Outta Compton which also released a trailer (on Monday) that accounted for 37,155 tweets. While Insurgent's number was to be expected this was way bigger than I was anticipating and simply goes to show just how powerful and influential NWA's music was during the late 80s and early 90s.  This is already shaping up to be a late Summer powerhouse based on these numbers and could very well be a $25+ million opener if given the right marketing push. Considering that its price tag is under $25 million this should make its backers, including NWA founding members Dr. Dre and Ice Cube very happy indeed.

While it didn't air any new material, just the aftershocks from Magic Mike XXL's first trailer was enough to land it in the top 5 for the entire week with 74,353. It clearly did its job at generating interest amongst its target demographic and the fact that it could sustain a full seven days of 10,000+ tweets this far from release is a head-turner, huge blockbusters often don't have that type of focus. Mike is set to pick up right where the first left off in terms of potential earnings with a healthy tip for extra skin no doubt.

Pitch Perfect 2 released its second trailer on the week as well, peaking on Wednesday with 32,596 tweets. While this was a far cry from the first trailer's 87,105 tweets it was a healthy bump from the 11,359 tweets that its Super Bowl game 30 second spot generated. Pitch Perfect dominated Twitter on its release in 2012, part of the reason we at Box Office were high on its potential. Its sequel appears to be following down the same road and assuming a healthy bump in traffic since it is now an established property this should be one of the biggest tweet-getters on the year.

Lastly, the Poltergeist buzz from its trailer that dropped last Friday and vaulted it into the top 5 for my last column actually leaked into Saturday and was captured for this week as well. While it has quickly fallen back to earth this only further cements my sentiment from last column that this has the potential to stand out amongst the very crowded horror marketplace this Summer.

Twitter Top 10 Movies for the week of February 6th to February 12th

Date Movie Tweets Rank Change
3/20/15 The Divergent Series: Insurgent 84,531 1 (+13) 203.94%
8/14/15 Straight Outta Compton 81,583 2 (+23) 1156.28%
7/01/15 Magic Mike XXL 74,353 3 (-) -34.30%
5/15/15 Pitch Perfect 2 72,963 4 (+13) 179.61%
7/24/15 Poltergeist (2015) 67,206 5 (+5) 77.83%

Subscribe to Box Office for more social media insights/coverage.

Please check the methodology page for information about our Twitter project or here for historic data.

Read more

feb6wknd.png

By Daniel Garris

Paramount's The SpongeBob Movie: Sponge Out of Water was up one spot and 6 percent over Wednesday to return to first place on Thursday with $1.53 million. The 3D animated live-action hybrid film exceeded expectations in a big way this week with a first place seven-day take of $63.13 million. That was 54 percent stronger than the $40.95 million seven-day start of 2004's The SpongeBob Square Pants Movie and just 21 percent behind the $80.30 million seven-day gross of last year's The LEGO Movie. With aid from the Presidents Day holiday, The SpongeBob Movie is likely to hold up very nicely over the weekend.

Warner's American Sniper was down one spot from Wednesday to land in second with $1.48 million. The blockbuster Clint Eastwood directed film starring Bradley Cooper was up 1 percent over Wednesday and down 41 percent from last Thursday. American Sniper placed in second for the week with $29.59 million. That represented a slim 28 percent decline from the previous frame and brings the film's current total to a massive $287.69 million after four weeks of wide release.

Fellow Warner Bros. release Jupiter Ascending held steady in third place with $0.903 million. The expensive 3D sci-fi film from The Wachowskis starring Channing Tatum and Mila Kunis was down a troubling 11 percent from Wednesday. Jupiter Ascending took third place for the week with a seven-day start of $23.12 million. That was very disappointing given the film's price tag and was just ahead of the $22.17 million seven-day take of 2008's Speed Racer.

Seventh Son continued to claim fourth place with $0.402 million. The long-delayed 3D fantasy film from Universal fell 10 percent from Wednesday. Seventh Son performed on the low end of its very modest expectations with a seven-day start of $9.27 million. That placed the film in fourth for the week and was 50 percent softer than the $18.49 million seven-day gross of 2013's R.I.P.D.

Read more

feb6wknd.pngAmerican Sniper moved back into first place on Wednesday as it eased 35 percent from last week to $1.47 million yesterday. The blockbuster biopic has taken in $286.2 million domestically thus far as it continues marching toward an inevitable finish as 2014's highest grossing film.

Paramount's The SpongeBob Movie: Sponge Out of Water grabbed $1.45 million yesterday as it inched down to second place. With $61.6 million in the bank through six days, the sequel is pacing an impressive 59 percent ahead of its 2004 predecessor heading into what promises to be a lucrative sophomore weekend.

Jupiter Ascending grossed $1.02 million yesterday in third place, giving the Wachowski film a six-day haul of $22.2 million. Unfortunately, the film is pacing in line with their 2008 adaptation of Speed Racer.

Seventh Son bagged $0.44 million on Wednesday, landing in fourth place. The adventure-fantasy film has pulled a disappointing $8.9 million through six days of release, 49 percent off the pace of R.I.P.D.

Rounding out the top five, The Imitation Game moved up one spot from Tuesday as it added $0.36 million, down just 22 percent from last Wednesday. The Oscar nominee has tallied $75.8 million domestically up to this point.

 

Read more

Subscribe to Articles Feed