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Sunday Update: Disney's Avengers: Age of Ultron debuted with an estimated $187.66 million this weekend. While that represented the second largest opening weekend performance of all-time, it also represented a notably softer debut than had been widely expected for the film (especially after its relatively strong Thursday night launch). Instead of surpassing the $207.44 million debut of 2012's Marvel's The Avengers, Avengers: Age of Ultron had to settle for opening in between The Avengers and the $174.14 million debut of 2013's Iron Man 3. Avengers: Age of Ultron opened 9.5 percent below The Avengers and 8 percent ahead of Iron Man 3.

That Avengers: Age of Ultron is on course to ultimately gross less domestically than The Avengers isn't a surprise. But it's opening weekend performance being softer than that of its predecessor is a surprise, in part from the fact that Avengers: Age of Ultron will in all likelihood be more front-loaded than The Avengers was, perhaps significantly so.

It should be mentioned that Saturday's performance appears to have taken a clear hit from the much hyped about and long awaited Mayweather vs. Pacquiao boxing match. Game 7 of the Los Angeles Clippers vs San Antonio Spurs NBA Playoffs series and the Kentucky Derby likely also helped take a toll on Saturday's performance as well.

Avengers: Age of Ultron took in $84.46 million on Friday (which included an estimated $27.6 million from Thursday evening shows), declined a very sharp 32 percent on Saturday to gross $57.22 million and is estimated to fall 20 percent on Sunday to gross $45.98 million. That places the film's estimated opening weekend to Friday ratio at 2.22 to 1. That is significantly more front-loaded than the 2.57 to 1 ratio of The Avengers and the 2.53 to 1 ratio of Iron Man 3.

In addition to Saturday's performance being affected by the mentioned sporting events, the early front-loading for Avengers: Age of Ultron suggests that die-hard fans of the Marvel Cinematic Universe were much more excited about the film than more casual fans of the series were. It is quite possible that Furious 7 having gone over so well with moviegoers in April helped downplay anticipation a bit for Avengers: Age of Ultron with more casual fans (similarly, that appeared to happen this weekend last year when potential for The Amazing Spider-Man 2 was softened a bit by the strong audience reaction to Captain America: The Winter Soldier.)

There is hope that Avengers: Age of Ultron could rebound from its early front-loading going forward, thanks in part to a strong initial audience reaction of its own. Avengers: Age of Ultron received an A rating on CinemaScore and its early audience score among Rotten Tomatoes users stands at a very strong 90 percent. On the other hand, Avengers: Age of Ultron will face tougher initial competition throughout May than The Avengers did back in 2012, at least on paper, from the combination of Universal's Pitch Perfect 2, Warner's Max Max: Fury Road, fellow Disney release Tomorrowland and to a lesser extent from Fox's Poltergeist and Warner's Hot Pursuit.

The audience breakdown for Avengers: Age of Ultron skewed towards male moviegoers (59 percent) and towards moviegoers over the age of 25 (59 percent). Family audiences represented 22 percent of the film's overall audience. Avengers: Age of Ultron grossed an estimated $18.0 million from IMAX locations, which represented 9.6 percent of the film's overall gross.

Moving past the absolute market dominance of Avengers: Age of Ultron this weekend, it was a close three-way race for second place between Lionsgate's The Age of Adaline, Universal's Furious 7 and Sony's Paul Blart: Mall Cop 2. Estimates are close enough that the three films could still change positions when actuals are released on Monday.

The Age of Adaline placed in second with an estimated $6.25 million. While the romantic drama starring Blake Lively was down a significant 53 percent from last weekend's debut, it also experienced one of the weekend's stronger percentage holds. The Age of Adaline has grossed $23.42 million in ten days. That is on the high end of pre-release expectations and places the film just below the recent $23.68 million ten-day start of The Longest Ride (which fell 46 percent in its second weekend to gross $7.02 million). With aid from Mother's Day next weekend, The Age of Adaline should experience a stronger third weekend hold than The Longest Ride did.

After leading the box office for each of the past four weekends, Furious 7 fell to third place this weekend with an estimated $6.1 million. The seventh installment of Universal's blockbuster action franchise was down a very sharp 66 percent, which was understandable given the debut of Avengers: Age of Ultron and that Saturday's sports events took a toll on the marketplace in general. Furious 7 has grossed a massive $330.52 million through 31 days of release. That places the film an extremely impressive 45 percent ahead of the $228.62 million 31-day take of 2013's Fast & Furious 6.

Paul Blart: Mall Cop 2 claimed fourth place with an estimated $5.55 million. The modestly budgeted Kevin James led comedy sequel fell a sharp 62 percent from last weekend. Paul Blart: Mall Cop 2 has grossed $51.19 million in 17 days. The film continues to run in line with expectations and is running 13.5 percent behind the $59.21 million 17-day take of 2011's Zookeeper.

Saturday Update: Disney reports this morning that Marvel's Avengers: Age of Ultron amassed $84.46 million on Friday, including Thursday night's $27.6 million start from early shows. That take stands as the second best single day gross in history (Harry Potter and the Deathly Hallows Part 2 retains its $91 million record) and is 4.5 percent ahead of its predecessor's debut ($80.8 million) three years ago this weekend. That first Avengers famously became the first movie to ever crack $200 million in a single weekend, a benchmark that Ultron has a fair shot at topping.

The Marvel brand has a history of displaying great Saturday and Sunday holds as families turn out after the fans. Still, given the massive anticipation among both fans and casual audiences heading into release, it's possible this sequel will be more front-loaded than previous Marvel flicks. The question is: how much more? Some in the industry have noted today's Kentucky Derby and Mayweather-Pacquiao boxing match could keep potential viewers home. Ultimately, however, word of mouth may be the key deciding factor -- and things look positive on that end. Ultron grabbed an "A" CinemaScore, while it stands at 90 percent among Rotten Tomatoes users (one tick behind Furious 7's 91 percent among the best day-after-release scores in 2015). Critics gave it a more modest 75 percent as of this morning, in line with Iron Man 3.

For the weekend, BoxOffice is projecting $210 million for Avengers: Age of Ultron -- which would top the first Avengers' $207.4 million record bow three years ago, and give the Marvel Cinematic Universe the top three domestic openings in history.

Landing in second place yesterday, The Age of Adaline slipped 55.5 percent from its opening day last week to $2.21 million. With $19.4 million in the bank through eight days of release, BoxOffice is projecting a $6.9 million sophomore frame.

Moving down to third, Furious 7 was off 57 percent from last Friday to $2.1 million. That gives the blockbuster hit $326.5 million domestically to date. Look for a weekend around $7.3 million.

Paul Blart: Mall Cop 2 earned $1.775 million in fourth place yesterday, down 52.5 percent from last week. The sequel's total now stands at $47.4 million. BoxOffice projects a $7.2 million frame.

Filling out the top five, Home posted another $0.87 million on Friday, giving it $155.7 million in the bank overall. The pic should bring in around $3.5 million this weekend.

Check BoxOffice on Sunday for official weekend estimates from the studios.

Friday Update #2: Sources are reporting very preliminary numbers for Friday based on matinee business, while Disney itself has updated that they expect to top $200 million and are eyeing the weekend record. That's a fantastic sign coming from the most official source possible.

Based on these early reports, suggesting an opening day of $90 million or more (which could be a record if it tops the final Harry Potter's $91 million first day), BoxOffice is currently projecting an opening weekend around $220-225 million.

More updates as they come.

Friday Update #1: Disney reports that Avengers: Age of Ultron took in a massive $27.6 million from Thursday night's first shows, giving it the highest pre-Friday debut any film has seen since the Twilight finale in November 2012.

What's more, it blows past the $15.6 million Iron Man 3 earned from Thursday night shows on this same weekend two years ago. IMAX accounted for $3 million of last night's performance, topping previous record-holder The Dark Knight Rises by 30 percent and the first Avengers by 120 percent. Disney also reports that men made up 60 percent of last night's audience, while 55 percent were age 25 or older. Those demos are sure to shift a bit over the course of the weekend, though. Overall, premium large format screens made up 44 percent of last night's business.

In addition to Iron Man 3, the next best comparison seems to be Avengers itself, although that film opened at midnight before 7pm shows were the norm. That film bowed to $18.7 million on its way to a record $207.4 million for the weekend. We don't necessarily expect a straight-line comparison from there, although Ultron's early start is certainly lining up with pre-release expectations of again breaking the opening weekend record. Since audiences have become more and more aware of Thursday early shows over the past few years, it's too early to tell exactly what last night's business points to.

Check back throughout today and the weekend for further coverage on Avengers: Age of Ultron's domestic opening and continued overseas rollout.

 

 

 

 

 

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By Daniel Garris

Lionsgate's The Age of Adaline was up one spot from Wednesday to move into first place on Thursday with $0.834 million. With Disney's Avengers: Age of Ultron now in theatres, The Age of Adaline will obviously fall out of first place today. The romantic drama starring Blake Lively was down a slim 4 percent from Wednesday, which represented one of the day's stronger daily percentage holds among wide releases. The Age of Adaline placed in third for the week with a seven-day start of $17.17 million. That was on the high end of expectations and places the film 3 percent ahead of the recent $16.66 million seven-day take of The Longest Ride.

Universal's Furious 7 was down one spot and a sharp 23 percent from Wednesday to fall to second on Thursday with $0.763 million. Furious 7 obviously took a big hit from the massive $27.6 million Thursday night launch of Avengers: Age of Ultron (which will be counted towards Friday's opening day performance). Furious 7 was the week's top film with a weekly take of $22.16 million. That represented a 40 percent decline from the previous frame and brings the film's three-week total to an extremely impressive $324.42 million.

Paul Blart: Mall Cop 2 held steady in third place with $0.469 million. Sony's modestly budgeted Kevin James led comedy sequel was down 9 percent from Wednesday. Paul Blart: Mall Cop 2 finished just ahead of The Age of Adaline for the week to place in second with $17.19 million. The film was down 40 percent from its opening week performance and has grossed a solid $45.64 million in two weeks.

Monkey Kingdom was up six spots and a strong 35 percent over Wednesday to move into fourth on Thursday with $0.348 million. The latest nature documentary from Disney's Disneynature label placed in ninth for the week with $4.58 million. That represented a 32 percent decline from the film's opening week performance and places the film's two-week total at $11.29 million.

A24's Ex Machina was down one spot and a very sharp 25 percent from Wednesday to round out Thursday's top five with an estimated $0.329 million. The critically acclaimed Alex Garland directed sci-fi film took sixth place this week with $7.16 million. Ex Machina has grossed a promising $8.64 million through three weeks of release.

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Avengers: Age of Ultron opened in Mexico yesterday (Thursday, April 30) to a hefty $6.8 million, the largest opening day total in Mexico's box office history. That brings the overseas cume to $287.3 million going into this weekend's May Day holiday. The top ten markets for Avengers so far are:

1. South Korea - $37.2M

2. UK - $35.9M

3. Russia - $20.8M

4. Brazil - $19.7M

5. France - $17.6M

6. Australia - $17.2M

7. Germany - $13.0M

8. India - $11.7M

9. Taiwan - $10.8M

10. Philippines - $9.9M

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By Alex Edghill

Friday Morning Update: While it is not included in this list, the effects of Age Of Ultron were felt amongst all other films on Twitter as no film in the top 10 could manage more than a 35% gain (Deadpool). Chances are that not many distributors wanted to release new marketing material for their films in a market so charged for Avengers and chose to hit pause. Regardless, it was the slowest week since February in terms of total tweets. I never count films opening the same day I publish this column which is why Age Of Ultron is missing (it had close to 600k tweets this past week), which left the door open for Star Wars: The Forces Returns to lead once again despite the fact that it was down 73% week over week. Last week its second trailer really boosted its totals so a big drop was to be expected, but that fact that its still pulling over 15k tweets a day two weeks after the trailer release is really a testament to the power of the franchise. Jurassic World released its trailer four days after Star Wars yet it is already at under 9k tweets a day.

Pitch Perfect 2 looks set to beat out its first numbers as its buzz wave has been building rapidly in recent weeks, leading to it cracking 50,000 tweets last week. The first film was universally well received so its no surprise (to me at least) that the sequel is lining itself up for a strong run. The first film had just 15k tweets the same week before release.

Deadpool continued to impress and stick around inside the top 5 as it ended the week with 39,543 tweets. The Ryan Reynolds-led adaptation has been a popular topic on Twitter over the past month+ thanks almost solely to fans eating up photos of filming and the cast. I believe the first trailer for the film should easily crack 100,000 tweets given its popularity so far.

Twitter Top 10 Movies for the week of April 24th to April 30th

Date Movie Tweets Rank Change
12/18/15 Star Wars: The Force Awakens 126,514 1 (-) -73.08%
5/15/15 Pitch Perfect 2 59,882 2 (+3) 7.67%
6/12/15 Jurassic World 50,958 3 (-) -76.00%
11/06/15 Spectre 42,258 4 (+2) 20.64%
2/12/16 Deadpool 39,543  (+7) 35.62%

Subscribe to BoxOffice for more social media insights/coverage.

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

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PRESS RELEASE: 

4dx.jpgAvengers: Age of Ultron is a Smash Hit for 4DX with 79% Average Occupancy Overseas, and 85% Average Occupancy in U.S. Advance Ticket Sales

Los Angeles, CA (May 1, 2015) - CJ 4Dplex announced today that the global attendance for Furious 7 at 4DX theatres passed 1 million this week. Looking to follow in that blockbuster's footsteps, Avengers: Age of Ultron will conquer the U.S. in 4DX this weekend at the Regal Cinemas L.A. LIVE in Los Angeles, CA, with advance ticket sales averaging an 85 percent occupancy rate. In comparison, the 10 countries in which Avengers opened last week are boasting an incredibly successful 79 percent average occupancy.

"We are so thrilled that fans are enjoying the extremely realistic experience of Furious 7 in 4DX," said Byung Hwan Choi, CEO of CJ 4Dplex. "Our post production editors are proud of the final product which utilizes all of 4DX' effects like wind, rain and seat motion and simulates the excitement of high octane car sequences."

With over 1 million in global attendance this week, Furious 7 breaks the previous 4DX record held by Transformers: Age of Extinction, which tallied an audience of 730,000 last August. The highest average occupancy rate for Furious 7 is Switzerland (90 percent), followed by Taiwan and Israel (85 percent).

Avengers: Age of Ultron, which opens in most countries including the U.S. this weekend, has screened in 4DX to extraordinary first week results in 10 countries around the world. During that first week, the highest average occupancy comes from Hong Kong (90 percent), followed by the Philippines (85 percent) and Israel (84 percent).

A rundown of effects being utilized for Avengers: Age of Ultron in 4DX, as well as show times, are available at the Regal Cinemas L.A. LIVE website here. Tickets can be purchased through the site as well. 4DX has over 170 screens worldwide, with the L.A. LIVE location being the first one in the United States.

About 4DX by CJ 4Dplex

CJ 4Dplex is operating 4DX, the world's first 4D-technology based cinema for feature films. Headquartered in Seoul and with international offices in Los Angeles and Beijing, the company provides immersive cinematic experience through 4DX auditoriums for exhibition partners along with 4DX codes of major Hollywood blockbusters and local titles. Each auditorium incorporates motion-based seating synchronized with over 20 different effects and optimized by a team of skilled editors, maximizing the feeling of immersion within the movie. A visit to the 4DX brings a virtual journey through an all-encompassing experience not limited to just audio and video. 4DX presents an all-five-senses immersive cinematic experience allowing everyone to connect with the movie and experience special effects through motion, vibration, water, wind, lighting, scents and more that enhance the visuals on-screen. Since 2010, more than 200 Hollywood titles were screened in 4DX. As of April 2015, there are more than 23,000 4DX seats across 170 sites in 33 countries.

 

 

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