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By Daniel Garris

Warner's Mad Max: Fury Road was up two spots from Monday to move into first place on Tuesday with $3.05 million. The critically acclaimed action film starring Tom Hardy and Charlize Theron was down 54 percent from Monday and down a solid 39.5 percent from last Tuesday. Mad Max: Fury Road has grossed $97.76 million in twelve days and is set to surpass the $100 million domestic mark either today or Thursday. The film is currently running 3.5 percent ahead of the $94.43 million twelve-day take of 2012's Prometheus.

Disney's Tomorrowland was down one spot and 70 percent from Monday to land in second with $2.91 million. Tuesday's sizable percentage decline is further evidence of the film's appeal with family audiences, as Memorial Day grosses are typically inflated for family films. The Brad Bird directed sci-fi film starring George Clooney and Britt Robertson has grossed $45.59 million in five days. While that is on the lower end of expectations, the film is still off to an underwhelming start with its large price tag in mind. Tomorrowland is running a slim 2 percent ahead of the $44.68 million five-day start of 2011's Super 8.

Pitch Perfect 2 was also down one spot from Monday to take third place with $2.87 million. Universal's successful musical comedy sequel starring Anna Kendrick fell 61 percent from Monday and 46 percent from last Tuesday. Pitch Perfect 2 continues to exceed expectations in a big way with a twelve-day take of $128.61 million. That places the film an impressive 34 percent ahead of the $95.66 million twelve-day gross of last year's Neighbors.

Avengers: Age of Ultron held steady in fourth place with $1.95 million. The blockbuster superhero sequel from Disney and Marvel was down 70 percent from Monday and down a very solid 35.5 percent from last Tuesday. Avengers: Age of Ultron has grossed $413.32 million in 26 days. Without adjusting for ticket price inflation, Avengers: Age of Ultron is now the 14th highest grossing film of all time domestically and will soon surpass the $415.00 million final gross of 2010's Toy Story 3 to move into 13th place.

Poltergeist grossed $1.77 million to remain in fifth place on Tuesday. The PG-13 rated horror remake from Fox and MGM was down 52 percent from Monday. That represented the day's strongest daily percentage hold among wide releases, which is some welcome news after the film's initial front-loading over the weekend. Poltergeist has grossed $28.12 million in five days. That is in line with the film's wide ranging expectations and is 4 percent behind the $29.33 million five-day start of 2013's Evil Dead.

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PRESS RELEASE:

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NEW YORK, NY, May 27, 2015 -Spotlight Cinema Networks, the industry leader in reaching affluent movie-going audiences, began running two advertising campaigns from the FIAT brand earlier this month. The two spots feature the Fiat 500 and the all-new 2016 Fiat 500 X Crossover.

The 30-second spot "The FIAT 500X Blue Pill," playfully and cheekily introduces the FIAT brand's all-new cross-over 2016 FIAT 500X. Filmed in the cities of Pitigliano, Italy, and Sorano, Italy, the spot follows the epic journey of a blue pill as it slips through the fingers of an amorous gentleman, skipping across rooftops, down a drain pipe, bouncing off villa walls, pinging across café tables and eventually dropping into the open fuel tank of a Fiat 500. Almost instantly, the vehicle becomes a "bigger, more powerful and ready for action" cross-over 2016 Fiat 500X.

"The FIAT 500X Blue Pill" spot runs across all screens in Spotlight's coveted Trailer Pod, just prior to the upcoming movie trailers when the house lights are dimmed. It will be the last content in the Trailer Pod where viewer recall is at its highest.

The FIAT brand's 60-second spot, dubbed "Big Italian Family," shows a stylish red Fiat 500 running through streets and warehouses with an ominous-looking black SUV in hot pursuit. The chase culminates with the smaller Fiat 500 backed up on the edge of a dock almost headlights-to-headlights with the SUV. Suddenly, five other Fiat 500s in various colors, including the Fiat 500X, the Fiat Abarth and the Fiat 500L, come screeching out of nowhere to line up with the red Fiat 500 as the off-screen announcer intones, "The Fiat 500 isn't alone anymore - it's part of a big Italian family."

The "Big Italian Family" spot runs in Spotlight's compelling preshow. Twenty percent of Spotlight screens, in the top 10 DMAs, include a digital preshow that is content rich and engaging. The Fiat brand has partnered with Spotlight Cinema Networks on content starting in 2011.

Both spots, which can also be viewed at FIATUSA.com and the brand's official YouTube Channel, were created by The Richards Group. The campaign began May 22 and runs through July 2, 2015.

"Once again the Fiat brand has delivered highly entertaining and visually sophisticated spots that convey the appeal of its cars," said Michael Sakin, President, Spotlight Cinema Networks. "These spots will delight and amuse the contemporary and influential audiences who visit the luxury exhibitors and iconic independent film theatres in our network across the country. Our exclusive Trailer Pod and engaging pre-show in top DMAs is the ideal setting to showcase these deeply engaging spots."

"FIAT's urban-minded, culture-driven consumer thrives on immersion; at the heart of our consumer is a desire for experiences that make life richer," said Casey Hurbis, Head of Communications, FIAT Brand North America. "The brand sought out media spaces that allowed us to introduce the all-new 2016 FIAT 500X cross-over in a meaningful way and Spotlight Cinema Networks introduces the right audience with the right environment. Specifically those seeking out local experiences that bring culture and refinement close to home."

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By Daniel Garris

Disney's Tomorrowland was able to hold off Universal's Pitch Perfect 2 in a close race for first place over the holiday weekend with a four-day debut of $42.68 million. The Brad Bird directed sci-fi family film starring George Clooney and Britt Robertson opened on the low end of pre-release expectations. Despite opening on the low end of expectations, the film's debut was an underwhelming one, especially given the film's large price tag and Memorial Day weekend release date. The four-day start of Tomorrowland was 6 percent ahead of the $40.42 million four-day take of 2011's Super 8. Tomorrowland took in $33.03 million over the three-day frame, which gave the film a four-day to three-day ratio of 1.29 to 1. The film received a modest B rating on CinemaScore, which isn't the greatest early sign going forward; especially given the film's mixed critical reviews.

On the heels of last weekend's break-out start, Pitch Perfect 2 experienced a respectable second weekend hold this weekend with a second place four-day take of $38.25 million. The successful musical comedy sequel starring Anna Kendrick was down 45 percent from last weekend's three-day debut. Pitch Perfect 2 zoomed past the $100 million domestic mark this weekend and has grossed a stronger than expected $125.74 million in eleven days. That places the film an impressive 35 percent ahead of the $93.16 million eleven-day gross of last year's Neighbors. Pitch Perfect 2 grossed $30.81 million over the three-day frame.

Warner's Mad Max: Fury Road placed in third with a four-day take of $31.29 million. The critically acclaimed action film starring Tom Hardy and Charlize Theron was down 31 percent from last weekend's three-day start. Mad Max: Fury Road held up nicely for a high-profile action film in its second weekend of release. The film has grossed $94.72 million in eleven days. That is on the high end of expectations and places the film 3 percent ahead of the $91.92 million eleven-day take of 2012's Prometheus. The three-day take for Mad Max: Fury Road was $24.64 million.

Avengers: Age of Ultron claimed fourth place with a four-day take of $28.20 million. In the process, the blockbuster superhero sequel from Disney and Marvel surpassed the $400 million domestic mark this weekend. Avengers: Age of Ultron was down 27 percent from last weekend and has grossed $411.37 million in 25 days. The film is currently running 21.5 percent behind the $523.91 million 25-day take of 2012's Marvel's The Avengers and 10 percent ahead of the $372.78 million 25-day gross of 2013's Iron Man 3. Avengers: Age of Ultron grossed $21.69 million over the three-day weekend.

Poltergeist rounded out the weekend's top five with a four-day start of $26.34 million. The PG-13 rated horror remake from Fox and MGM debuted in line with expectations and was off to a solid start with its modest price tag in mind. The four-day take for Poltergeist was 4 percent behind the $27.48 million four-day start of 2013's Evil Dead. Poltergeist took in $22.62 million over the three-day frame. That placed the film's four-day to three-day ratio at a very front-loaded 1.16 to 1. Poltergeist was soft on CinemaScore with a C+ rating, which is a very common occurrence for a horror film.

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By Phil Contrino, Jonathan Papish and EntGroup Consulting

Ten new films enter the fray this week in China including four animated films as studios try to capitalize on the surge of young filmgoers on June 1st celebrating International Children's Day. Of the newcomers, Stand By Me Doraemon (哆啦A梦:伴我同行), a 3D animated film based on the popular Japanese manga series, looks poised to take the top spot at the Chinese box office. Doraemon originated as a comic in the late 60s, and then became well-known across Asia from a popular television series in the 80s which means Stand By Me Doraemon has the potential to reach many different age groups. According to EntGroup's EFMT Marketing Index, Doraemon boasts the highest awareness and intent to purchase levels out of all of this week's new releases. The animated flick earned more than $70 million in Japan to become the fifth highest grossing Japanese film of 2014 and $46 million in Hong Kong to become its highest grossing Japanese film ever. Three other homegrown animated films-Happy Little Submarine Magic Box of Time (潜艇总动员:时光宝盒)The Grow 2 (金箍棒传奇2), and Super Rabbit (超能兔战队)-will open as well, but expectations are low because of Doraemon's strength.

Disney will send Tomorrowland to China this week following an underwhelming debut in North America. The sci-fi flick ranks second to Doraemon when it comes to awareness and intent to purchase levels on the EFMT Marketing Index. Hollywood's science fiction titles have been mostly successful in China lately: Interstellar earned $122 million and Gravity tallied $72 million. One big recent miss is Transcendance: the Johnny Depp title flopped with only $20.4 million. The poor reviews that Tomorrowland has received from critics and the paying public alike concern us. We are anticipating modest theatrical returns in the Middle Kingdom. Early estimates for Tomorrowland's Tuesday opening show only $2.6 million.

Another Hollywood title also opens this week: Lionsgate's I, Frankenstein. Expectations for the thriller are very low considering that it was released in North America back in January 2014 and it amassed a very weak global cume of $71.5 million. Early estimates for the film's Tuesday opening show $1.25 million.

With Doraemon, Frankenstein, and Tomorrowland all eating into Ultron's market dominance this weekend, we anticipate a relatively quick slowdown, and the Disney/Marvel blockbuster will end its Middle Kingdom run with a respectable $230 million.

Also opening: The Horizon of the Child (天边的孩子), Dawn Break Up (天亮·分手), Wonder Mama (妈咪侠) and Unmissable (不能错过).

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By Alex Edghill

Monday Morning Update: Maze Runner: Scorch Trials led all upcoming films in Facebook like increases over the past week as it rose by 260,488. Hardly a surprise since it also ruled Twitter over the last week plus thanks to its first trailer. Its total like number has now increased to almost 2.5 million. Its a far cry behind its oft-compared competitor The Hunger Games (Its second installment Catching Fire had just over 9 million likes on Facebook the same time before its release) and even Insurgent (which had 3.7 million likes the same distance before release) but you can't deny that its momentum is building since the first film overall and has a lot of room for growth. The first film had a modest $30 million start, with its bullish start it might have a shot at $40 million+ on opening weekend. 

The other big news was the first social media sighting of the new Zac Efron film We Are Your Friends which made a promising first trailer splash, rising 90k likes or 245%. Its debuting at the end of August which has never been a hotbed of box office activity but with a decent marketing spend and Efron who is really coming into his own as a box office star it has a strong shot of winning its August 28th weekend slate and racking up $30-$40 million in total box office which would be a big win for WB.

Facebook Top 5 Movies by Like Increase for the last week Ending Sunday May 24th

Rank Release Movie Likes Previous Change % Change
1 09/18/15 Maze Runner: The Scorch Trials 2,492,099 2,231,611 260,488 11.67%
2 07/10/15 Minions 29,305,293 29,104,430 200,863 0.69%
3 07/01/15 Terminator Genisys 1,058,373 959,578 98,795 10.30%
4 06/12/15 Jurassic World 6,176,177 6,078,221 97,956 1.61%
5 08/28/15 We Are Your Friends 127,804 37,070 90,734 244.76%

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

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