'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, Dec. 10 - Sun, Dec. 12

Wide (1000+)

1The Chronicles of Narnia: The Voyage of the Dawn Treader$24,005,069--3,555--$6,752$24,005,0691Fox
2The Tourist$16,472,458--2,756--$5,977$16,472,4581Sony / Columbia
4Harry Potter and the Deathly Hallows: Part 1$8,484,316-50%3,577-548$2,372$257,672,7214Warner Bros.
5Unstoppable (2010)$3,705,966-38%2,967-185$1,249$74,227,9085Fox
6Burlesque$3,166,613-48%2,876-161$1,101$32,540,7803Sony / Screen Gems
7Love and Other Drugs$2,981,509-47%2,240-218$1,331$27,629,9363Fox
8Due Date$2,581,147-38%1,990-460$1,297$94,919,6506Warner Bros.
9Megamind$2,526,824-49%2,425-748$1,042$140,218,9626Paramount / DreamWorks
10Faster (2010)$1,731,840-56%2,106-364$822$21,336,9613CBS Films
11The Next Three Days$1,025,033-60%1,426-810$719$20,300,9794Lionsgate
12The Warrior's Way$975,541-68%1,6220$601$4,952,3472Relativity Media
13Morning Glory (2010)$503,249-70%1,004-1259$501$30,200,8315Paramount

Limited (100 — 999)

1127 Hours$1,008,858-38%416-17$2,425$8,250,8566Fox Searchlight
2Fair Game (2010)$555,618-43%4360$1,274$8,207,2976Summit
3Red (2010)$431,047-43%564-215$764$87,896,7259Summit
4The Social Network$285,193-29%227-33$1,256$91,396,42011Sony / Columbia
5Despicable Me$191,320-12%258-22$742$250,252,28523Universal
6Legend of the Guardians: The Owls of Ga'Hoole$158,223-26%288-34$549$55,032,70612Warner Bros.
7The Girl Who Kicked the Hornet's Nest$155,719-36%169-7$921$4,674,2517Music Box
8For Colored Girls$152,145-66%243-242$626$37,533,4216Lionsgate
9Skyline$150,960-65%277-301$545$21,253,1805Universal / Rogue
10The Town$130,103-36%255-63$510$91,947,01613Warner Bros.
12Inside Job$124,926-36%116-11$1,077$3,137,24310Sony Pictures Classics
13Easy A$100,048-28%203-26$493$58,272,73713Sony / Screen Gems
14Life As We Know It$58,306-43%120-88$486$52,209,88410Warner Bros.
15Inception$49,996-26%108-9$463$292,462,23322Warner Bros.
16You Again$47,505-34%129-41$368$25,677,80112Disney
17Paranormal Activity 2$45,310-55%125-75$362$84,334,0598Paramount
18Jackass 3D$45,124-59%108-72$418$116,832,2729Paramount

Platform (1 — 99)

1Black Swan$3,305,368129%9072$36,726$5,584,5422Fox Searchlight
2The King's Speech$591,81882%1913$31,148$1,524,1233Weinstein Company
3The Fighter$300,010--4--$75,003$300,0101Paramount
4No Problem$242,116--84--$2,882$242,1161Eros
5I Love You Phillip Morris$153,12236%3529$4,375$304,2452Roadside Attractions
6The Polar Express (2010 re-issue)$117,06645%150$7,804$333,3046Warner Bros.
7Hubble 3D$96,984-13%574$1,701$19,152,04039Warner Bros. / IMAX
8All Good Things$62,45268%2018$3,123$113,8932Magnolia Pictures
9The Tempest$42,436--5--$8,487$42,4361Disney
10Tiny Furniture$39,24926%216$1,869$191,4055IFC
11Tamara Drewe$36,481-2%5912$618$474,49910Sony Pictures Classics
12Conviction$34,140-50%75-32$455$6,734,0499Fox Searchlight
13Hereafter$31,444-37%87-27$361$32,490,7079Warner Bros.
14Today's Special$26,117-48%271$967$317,8314Alerion
15Under the Sea 3D$25,481-1%11-2$2,316$25,034,93996Warner Bros. / IMAX
16Rare Exports: A Christmas Tale$24,739167%76$3,534$38,6752Oscilloscope
17Made in Dagenham$21,256-43%154$1,417$217,8264Sony Pictures Classics
18Waiting for 'Superman'$20,648-49%55-30$375$6,371,88012Paramount Vantage
19You Will Meet a Tall Dark Stranger$19,699-27%6448$308$3,186,03012Sony Pictures Classics
20White Material$16,336-53%13-1$1,257$195,9084IFC
21Vision: From the Life of Hildegard von Bingen$15,019-14%10-1$1,502$272,0429Zeitgeist Films
22Wall Street: Money Never Sleeps$13,974-36%38-21$368$52,462,22412Fox
23Four Lions$13,7095%134$1,055$202,8026Drafthouse Films
25Hemingway's Garden of Eden$12,404--14--$886$12,4041Roadside Attractions
26The Nutcracker in 3D$11,645-81%37-78$315$190,5623Freestyle Releasing
27Space Station 3D$11,585-5%2-1$5,793$82,457,866452IMAX
28Night Catches Us$11,158-18%95$1,240$29,2822Magnolia
29Kings of Pastry$10,552-18%103$1,055$236,62413First Run
31Never Let Me Go$8,864--19--$467$2,412,04513Fox Searchlight
32Stone$8,558-32%19-3$450$177,27510Relativity / Overture
33Client 9: The Rise and Fall of Eliot Spitzer$8,404-5%146$600$154,1986Magnolia
34Wild Target$7,852-34%10-3$785$117,1907Freestyle
35Frankie & Alice (2010)$7,768--1--$7,768$7,7681Freestyle Releasing
36And Everything is Going Fine$7,035--1--$7,035$7,0351IFC
37Inspector Bellamy$6,955378%42$1,739$101,1787IFC Films
39The Wildest Dream: Conquest of Everest$6,73039%4-1$1,683$679,84119National Geographic
40Last Train Home$6,70724%62$1,118$282,09215Zeitgeist Films
41The Salvation Poem$6,424-76%108$642$481,7919CanZion Films
42Marwencol$5,601-34%61$934$58,63110Cinema Guild
44The Legend of Pale Male$5,445403%43$1,361$25,9703Balcony
45Deep Sea 3D$5,22033%31$1,740$43,914,608250Warner Bros. / IMAX
46Sea Monsters: A Prehistoric Adventure$5,125-25%30$1,708$23,461,685167National Geographic
47Jack Goes Boating$5,037176%4233$120$538,80813Relativity / Overture
48Enter the Void$4,822-43%10-3$482$322,82712IFC Films
49Monsters (2010)$4,568-41%11-4$415$229,1927Magnolia
50Strange Powers: Stephin Merritt and the Magnetic Fields$3,31767%53$663$50,0537Variance Films
51Waste Land$3,298-65%3-2$1,099$96,5977Arthouse Films
52My Dog Tulip$3,148147%32$1,049$139,92315New Yorker Films
53Bhutto$3,021-63%20$1,511$14,2692First Run Features
54Saint Misbehavin’: The Wavy Gravy Movie$2,994--2--$1,497$22,1012Argot Pictures
56Winter's Bone$2,70827%31$903$6,232,42727Roadside Attractions
57Get Low$2,683-28%10-1$268$9,102,91320Sony Pictures Classics
58The Little Traitor$2,55174%10$2,551$382,25853Westchester Films
59Budrus$2,459-43%32$820$57,64710Balcony Releasing
60You Wont Miss Me$2,240--1--$2,240$2,2401Reel Diva Consultants
61Feed the Fish$1,813--4--$453$78,5664Strand
62Mesrine: Public Enemy #1$1,72628%31$575$261,18815Music Box
63Undertow (2009)$1,717-72%1-2$1,717$52,05813Wolfe Releasing
64Breathless (2010 re-issue)$1,565-82%2-1$783$362,17629Rialto
65A Woman, a Gun, and a Noodle Shop$1,315236%31$438$189,50315Sony Pictures Classics
66Guy and Madeline on a Park Bench$1,245-66%20$623$14,4556Variance Films
68The Girl Who Played With Fire$1,18741%3-1$396$7,634,47423Music Box
69What If...$1,076-83%4-3$269$767,02417Five & Two Pictures
70Cool It$1,029-31%10-5$103$61,9675Roadside Attractions
71Mademoiselle Chambon$1,01318%2-1$507$526,79529Lorber
72The Kids Grow Up$947802%10$947$11,6547Shadow Distribution
73Mesrine: Killer Instinct$928-75%30$309$531,97216Music Box
74The Girl with the Dragon Tattoo (2009)$538-47%1-3$538$10,091,05439Music Box
75William S. Burroughs: A Man Within$476-75%1-1$476$28,0084Oscilloscope
76Everyone Else$410--2--$205$101,34378Cinema Guild
77Lebanon$2600%10$260$366,95761Sony Pictures Classics
78Dogtooth (Kynodontas)$207-89%1-1$207$73,19525Kino International
79Genius Within: The Inner Life of Glenn Gould$194-93%1-2$194$156,42514Lorber