'Home' a Welcome Surprise with $54.0M; 'Get Hard' Off to a Healthy $34.6M StartMarch 29, 2015 08:45 AM

by Daniel Garris

Home surprised in a big way this weekend with a significantly stronger than expected estimated first place start of $54.0 million. The 3D computer animated film from Fox and DreamWorks Animation had been widely expected to find itself in a close race for first place with Get Hard heading into the weekend. Instead, Home led the weekend box office with ease, which was very welcome news for DreamWorks Animation after a string of softer than expected performers that started back in July of 2013 with Turbo. The opening weekend performance of Home represented the largest opening weekend performance for DreamWorks Animation since the $60.32 million debut of Madagascar 3 back in June of 2012. Home opened an impressive 68 percent stronger than the $32.21 million start of last year's Mr. Peabody & Sherman and 24 percent stronger than the $43.64 million debut of 2013's The Croods.

Despite mixed critical reviews, Home proved to be critic proof this weekend, thanks in part to the relatively small amount of animated releases in the marketplace since December and in part to the star power of the film's vocal cast, which includes Jim Parsons, Rihanna, Steve Martin and Jennifer Lopez.

Home opened with $15.70 million on Friday (which included an estimated $650,000 from Thursday evening shows), increased a healthy 39 percent on Saturday to take in $21.88 million and is estimated to decline 25 percent on Sunday to gross $16.43 million. That places the film's estimated opening weekend to Friday ratio at 3.44 to 1. The film received a strong A rating on CinemaScore, which suggests that the film is going over much better with moviegoers than it has with critics and is a good early sign going forward. Home should also be helped out going forward by no new animated films entering the marketplace between now and the June 19th launch of Disney's Inside Out.

While it settled for second place this weekend, Warner's Get Hard was off to a good start with an estimated $34.61 million. The R-rated comedy starring Will Ferrell and Kevin Hart opened toward the higher end of pre-release expectations. The combined drawing power of Ferrell and Hart was clearly able to make up for both largely negative critical reviews and a relative lack of online buzz for the film heading into the weekend. Get Hard may have also received a boost this weekend from moviegoers who wanted to catch the film before Universal's highly anticipated Furious 7 enters the marketplace next weekend. Get Hard opened just below the $35.54 million start of 2010's The Other Guys.

Get Hard started out with $12.94 million on Friday (which included an estimated $1.8 million from Thursday evening shows), increased a slim 1.5 percent on Saturday to take in $13.14 million and is estimated to fall 35 percent on Sunday to gross $8.54 million. That places the film's estimated opening weekend to Friday ratio at 2.67 to 1, which could be an early sign of front-loading going forward. The film received a so-so B rating on CinemaScore, which also isn't the greatest early long-term sign (especially with the mentioned Furious 7 quickly approaching). The audience breakdown for Get Hard skewed towards male moviegoers (54 percent) and towards moviegoers over the age of 25 (61 percent).

Lionsgate's The Divergent Series: Insurgent was down two spots this weekend to place in third with an estimated $22.08 million. The second installment of the young adult series starring Shailene Woodley fell a sharp 58 percent from last weekend's first place debut. Insurgent experienced a sharper second weekend decline than last year's Divergent did; as that film fell 53 percent in its second weekend to gross $25.62 million. While Insurgent is having a solid box office run of its own so far with a ten-day start of $85.92 million, the film is running 9 percent behind the $94.38 million ten-day take of Divergent. It should be noted that the overseas start for Insurgent continues to be significantly stronger than that of Divergent.

Cinderella was also down two spots this weekend to place in fourth with an estimated $17.52 million. Disney's blockbuster fairy tale adaptation was down a sharp 50 percent from last weekend. Despite strong critical reviews and good word of mouth, direct competition from both Home and Insurgent have clearly taken a toll on the film's holding power so far. With that said, Cinderella has still grossed a very strong $150.02 million through 17 days of release. That places the film 8 percent behind the $163.02 million 17-day take of last year's Maleficent. Cinderella may still stabilize going forward, especially given the limited amount of new options for family audiences in April.

It Follows continued its noteworthy performance this weekend with an estimated fifth place take of $4.02 million. The critically acclaimed horror thriller from RADiUS-TWC expanded into semi-wide release this weekend after two weeks of platform release. It Follows has grossed $4.76 million in 17 days and could hold up better than usual for its genre going forward thanks to its strong word of mouth and critical reviews.

On the platform front, A24's While We're Young was off to a very nice start this weekend with an estimated $242,152 from 4 locations in New York and Los Angeles. That gave the Noah Baumbach directed comedy starring Ben Stiller and Naomi Watts a per-location average of $60,538 for the frame. While We're Young will expand into additional locations next weekend and is scheduled to receive a nationwide expansion on April 10th.

Weekend Actuals (Domestic) Fri, Sep. 17 - Sun, Sep. 19

Wide (1000+)

1The Town$23,808,032--2,861--$8,322$23,808,0321Warner Bros.
2Easy A$17,734,040--2,856--$6,209$17,734,0401Sony / Screen Gems
4Resident Evil: Afterlife$10,002,592-62%3,2096$3,117$43,893,9582Sony / Screen Gems
5Alpha and Omega$9,106,906--2,625--$3,469$9,106,9061Lionsgate
6Takers$3,026,285-47%2,139-52$1,415$52,372,3494Sony / Screen Gems
7The American$2,672,521-53%2,457-376$1,088$32,772,4753Focus
8The Other Guys$1,972,046-41%1,827-419$1,079$115,403,4407Sony / Columbia
9Inception$1,967,137-30%1,305-278$1,507$285,129,85510Warner Bros.
11Eat Pray Love$1,614,431-45%1,668-671$968$77,600,2356Sony / Columbia
12The Expendables$1,373,298-57%1,854-1204$741$101,020,5336Lionsgate
13Going the Distance (2010)$1,355,246-64%2,007-1023$675$16,771,3053Warner Bros. / New Line
14The Last Exorcism$1,211,349-64%2,013-718$602$40,113,3704Lionsgate
15Nanny McPhee Returns$969,345-53%1,578-786$614$27,617,9405Universal
16The Switch (2010)$930,037-54%1,158-437$803$26,600,1525Miramax

Limited (100 — 999)

1Despicable Me$910,965-45%939-436$970$244,739,01511Universal
2Lottery Ticket$625,812-48%677-228$924$23,505,3605Warner Bros.
3Vampires Suck$568,012-62%964-706$589$35,865,4455Fox
4Get Low$551,494-36%467-62$1,181$7,785,0908Sony Pictures Classics
5Toy Story 3$469,638-38%475-237$989$410,640,66514Disney
6Scott Pilgrim vs. the World$355,225-57%383-236$927$31,075,1256Universal
7Salt$310,966-51%335-149$928$116,974,4269Sony / Columbia
8Grown Ups$303,582-20%304-35$999$161,094,62513Sony / Columbia
9Cats & Dogs: The Revenge of Kitty Galore$272,219-33%360-65$756$43,019,6338Warner Bros.
10The Sorcerer's Apprentice$238,786-22%275-37$868$62,492,81810Disney
12Dinner for Schmucks$220,019-54%313-223$703$72,204,5398Paramount / DreamWorks
13The Twilight Saga: Eclipse$208,477-72%339-848$615$300,103,07212Summit
14Flipped$179,172-63%375-67$478$1,575,0837Warner Bros.
15Ramona and Beezus$165,613-10%260-15$637$25,717,9739Fox
16The Kids Are All Right$159,353-39%169-49$943$20,507,87611Focus
17Piranha 3D$150,466-79%264-561$570$24,730,7205Weinstein Company
18Step Up 3D$149,096-57%134-126$1,113$42,054,0367Disney
19The Girl Who Played With Fire$133,941-27%137-11$978$7,142,08011Music Box
20The Last Airbender$118,105-35%174-46$679$131,564,73112Paramount
21I'm Still Here$113,33317%120101$944$259,2902Magnolia
22The Karate Kid (2010)$95,819-24%147-21$652$176,591,61815Sony / Columbia
23Winter's Bone$90,052-34%101-9$892$5,954,17315Roadside Attractions
24Legendary$29,306-77%103-74$285$191,8752IDP/Samuel Goldwyn

Platform (1 — 99)

2Catfish$257,285--12--$21,440$257,2851Universal / Rogue
3Mao's Last Dancer$238,007-30%98-4$2,429$2,617,2905Samuel Goldwyn
4Hubble 3D$153,705-15%633$2,440$15,642,57027Warner Bros. / IMAX
5Never Let Me Go$111,734--4--$27,934$156,7331Fox Searchlight
6Cairo Time$107,873-31%758$1,438$1,277,8157IFC
7The Tillman Story$60,680-28%283$2,167$519,3715Weinstein Company
8Animal Kingdom$53,720-51%57-4$942$817,1346Sony Pictures Classics
9What If...$48,428-43%50-32$969$517,5535Five & Two Pictures
11I Am Love$42,633-24%35-5$1,218$4,838,30114Magnolia
12Under the Sea 3D$41,54741%161$2,597$24,219,10684Warner Bros. / IMAX
13We Are Family$39,950-65%780$512$597,9723UTV Communications
14Knight and Day$36,742-33%64-29$574$76,364,87113Fox
16Mademoiselle Chambon$32,62720%110$2,966$385,11817Lorber
17Jack Goes Boating$28,916--4--$7,229$28,9161Relativity / Overture
18The Romantics$26,155-43%1412$1,868$81,5032Four of a Kind
19A Woman, a Gun, and a Noodle Shop$24,624-14%2310$1,071$105,7393Sony Pictures Classics
20Soul Kitchen$24,596-5%225$1,118$196,5015IFC
21Mesrine: Killer Instinct$24,310-51%22-7$1,105$461,7304Music Box
22Last Train Home$23,78373%86$2,973$71,8433Zeitgeist Films
23The Concert$23,440-40%201$1,172$542,1769Weinstein Company
24Fool for Love (2010)$22,840-54%80$2,855$87,1692Variance Films
25Coco Chanel & Igor Stravinsky$21,34421%282$762$1,679,98615Sony Pictures Classics
26The Wildest Dream: Conquest of Everest$21,344-8%13-6$1,642$487,1617National Geographic
27Leaves of Grass$20,987--3--$6,996$20,9871First Look
28Lovely, Still$20,538348%119$1,867$39,9212Monterey Media
29Lebanon$18,923-52%232$823$286,57349Sony Pictures Classics
30Restrepo$18,296-38%370$494$1,254,30613National Geographic
31Bran Nue Dae$18,062-23%171$1,062$51,1082Freestyle Releasing
32Mesrine: Public Enemy #1$17,679-55%20-8$884$207,9673Music Box
33Kings of Pastry$15,162--2--$7,581$22,4281First Run
34Genius Within: The Inner Life of Glenn Gould$13,686-20%41$3,422$39,1982Lorber
35The Extra Man$12,333-15%13-4$949$416,2098Magnolia
36Prince of Persia: The Sands of Time$12,197-47%28-17$436$90,755,64317Disney
37Deep Sea 3D$10,62438%30$3,541$43,769,668238Warner Bros. / IMAX
38The Other City$10,396--2--$5,198$10,3961Cabin Films
39Cyrus$9,740-38%19-7$513$7,419,05914Fox Searchlight
40Queen of the Sun: What are the Bees Telling Us?$9,069--1--$9,069$9,0691Collective Eye
41The Girl with the Dragon Tattoo (2009)$8,012-42%19-9$422$10,056,67527Music Box
42Who Is Harry Nilsson (And Why Is Everybody Talkin' About Him)?$7,56324%21$3,782$17,1382Lorber
43Undertow (2009)$7,051--1--$7,051$7,0511Wolfe Releasing
44Winnebago Man$7,05111%112$641$156,79411Kino International
45Jean-Michel Basquiat: The Radiant Child$6,772-8%50$1,354$221,7599Arthouse Films
46Picture Me$6,718--1--$6,718$6,7181Strand
47La Soga$6,446-77%4-3$1,612$206,72767-57 Releasing
48The Secret in Their Eyes (2010)$6,279-13%11-7$571$6,374,78923Sony Pictures Classics
49My Dog Tulip$6,276-50%10$6,276$49,4303New Yorker Films
50The Sicilian Girl$6,245-32%52$1,249$43,4757Music Box
51Exit Through the Gift Shop$6,101-56%5-1$1,220$3,250,66423Producers Distribution Agency
53Hideaway (2009)$5,550-50%40$1,388$20,7032Strand
54Life During Wartime$5,419-37%14-2$387$278,8219IFC
55Micmacs$4,937-56%15-1$329$1,237,26917Sony Classics
56Breathless (2010 re-issue)$4,585-58%40$1,146$309,21017Rialto
57A Film Unfinished$4,483-37%30$1,494$147,2555Oscilloscope
58Ahead of Time$4,464-65%21$2,232$22,7742Vitagraph
59The Freebie$4,309--1--$4,309$4,3091Phase 4 Films
60John Rabe$3,774--1--$3,774$61,06818Strand
61Please Give$2,84239%40$711$4,028,33921Sony Pictures Classics
62Solitary Man$2,641-39%7-2$377$4,353,41018Anchor Bay
63GasLand$2,641--1--$2,641$9,1691International WOW
64The Trial$2,491-72%10$2,491$14,1422Whitlow Films
65Metropolis (1927) (2010 re-issue)$2,45040%31$817$386,53220Kino International
66Wild Grass (Les Herbes Folles)$2,390-64%11-9$217$377,55613Sony Pictures Classics
67El Superstar: The Unlikely Rise of Juan Frances$2,330--1--$2,330$2,3301Cinema Libre
68Sweethearts of the Prison Rodeo$2,198--2--$1,099$2,1981Cinema Purgatorio
71Spoken Word$1,811-20%20$906$32,7289Variance
72The Nature of Existence$1,714--1--$1,714$49,76714Walking Shadows
73Princess Kaiulani$1,210-49%2-1$605$883,45419Roadside Attractions
74Everyone Else$1,128-46%20$564$98,19766Cinema Guild
75Enemies of the People$1,092--2--$546$13,8228International Film Circuit
76Le Amiche (2010 re-issue)$1,07271%10$1,072$48,83014The Film Desk
77Mother and Child$1,048-58%5-1$210$1,105,26620Sony Pictures Classics
78The Milk of Sorrow$986-31%10$986$9,8494Olive Films
79Sea Monsters: A Prehistoric Adventure$985-14%10$985$23,298,251155National Geographic
80The Cremaster Cycle (2010 re-issue)$949--2--$475$108,97924International Film Circuit
81Circle$87635%10$876$9,7304Indican Pictures
82Around a Small Mountain$86743%20$434$27,20111Cinema Guild
83Neshoba: The Price of Freedom$847-75%21$424$17,4296First Run Features
84Henri-Georges Clouzot's Inferno$843--1--$843$15,20810Flicker Alley
85The Disappearance of Alice Creed$800-82%3-1$267$156,4727Anchor Bay
86The Temptation of St. Tony$747--1--$747$7471Olive Films
87Countdown to Zero$716-89%60$119$264,4159Magnolia
88The Girl (2009)$712--1--$712$7121
89The Little Traitor$514-65%10$514$377,20141Westchester Films
90Orlando (2010 re-issue)$358--1--$358$56,3729Sony Pictures Classics
91Sweetgrass$1457%10$145$204,25952Cinema Guild