'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, Jan. 20 - Sun, Jan. 22

Wide (1000+)

1Underworld Awakening$25,306,725--3,078--$8,222$25,306,7251Sony / Screen Gems
2Red Tails$18,782,154--2,512--$7,477$18,782,1541Fox
4Extremely Loud and Incredibly Close$10,045,33210935%2,6302624$3,820$10,737,2395Warner Bros.
5Beauty and the Beast 3D$8,779,676-51%2,6250$3,345$33,588,0562Disney
6Haywire$8,425,370--2,439--$3,454$8,425,3701Relativity Media
7Joyful Noise$5,917,437-47%2,7350$2,164$21,745,4192Warner Bros.
8Mission: Impossible - Ghost Protocol$5,554,254-52%2,519-827$2,205$197,363,4416Paramount
9Sherlock Holmes: A Game of Shadows$4,515,497-47%2,485-670$1,817$178,321,7266Warner Bros.
10The Iron Lady$3,684,279-32%1,076274$3,424$12,585,9584Weinstein Company
11The Girl with the Dragon Tattoo (2011)$3,528,514-47%1,907-767$1,850$94,553,5825Sony / Columbia
12War Horse$3,150,502-47%2,525-331$1,248$72,285,1805Disney / DreamWorks
13Alvin and the Chipmunks: Chipwrecked$3,076,168-48%2,070-779$1,486$124,682,2056Fox
14We Bought a Zoo$2,783,440-50%2,065-844$1,348$69,565,0255Fox
15The Devil Inside$2,668,865-67%2,207-344$1,209$51,289,9723Paramount
16The Adventures of Tintin$2,218,841-45%1,340-733$1,656$72,321,0065Paramount

Limited (100 — 999)

1The Descendants$2,372,29813%560-100$4,236$51,259,65810Fox Searchlight
2The Artist$2,371,80399%662446$3,583$12,119,7189Weinstein Company
3Tinker, Tailor, Soldier, Spy$1,763,380-45%731-155$2,412$18,328,9777Focus
5Happy Feet Two$427,309-12%331-34$1,291$62,597,36210Warner Bros.
6A Dangerous Method$382,733-23%1051$3,645$3,337,6949Sony Pictures Classics
7Puss in Boots (2011)$355,089-14%292-24$1,216$147,722,07513Paramount / DreamWorks
8Jack and Jill$342,346-17%283-15$1,210$72,952,65311Sony / Columbia
9My Week with Marilyn$327,104-31%225-175$1,454$12,066,4619Weinstein Company
10The Twilight Saga: Breaking Dawn - Part 1$308,718-60%370-338$834$280,262,45710Lionsgate / Summit
11Carnage (2011)$283,565-60%248-246$1,143$1,945,5746Sony Pictures Classics
12The Muppets$261,418-54%285-262$917$87,036,3799Disney
13The Darkest Hour$183,036-83%301-881$608$21,074,6275Summit
14Tower Heist$178,200-26%220-40$810$77,821,29512Universal
15The Sitter$142,648-72%191-258$747$30,021,3117Fox
16Young Adult$138,213-74%150-237$921$16,075,4487Paramount
17New Year's Eve$136,781-87%265-827$516$54,185,4737Warner Bros. / New Line
18Real Steel$134,632-5%162-25$831$85,255,42816Disney / DreamWorks
19Immortals$123,235-25%169-18$729$83,270,59511Relativity Media
20Moneyball$58,697-25%110-18$534$75,524,65818Sony / Columbia

Platform (1 — 99)

1Shame$243,79869%9554$2,566$2,983,1988Fox Searchlight
2A Separation$168,818135%137$12,986$541,0414Sony Pictures Classics
3Pina$136,66810%104$13,667$782,1315IFC Films
4Fullmetal Alchemist: The Sacred Star of Milos$119,300--42--$2,840$119,3001Eleven Arts
5Born to Be Wild 3D$100,396-4%450$2,231$15,662,57442Warner Bros. / IMAX
6We Need to Talk About Kevin$73,71074%75$10,530$184,7317Oscilloscope
7Pariah (2011)$64,971-36%21-3$3,094$497,5794Focus
8The Viral Factor$63,235--22--$2,874$63,2351China Lion Film
9Coriolanus$61,136--9--$6,793$61,1361Weinstein Company
10In Time$57,633-24%97-9$594$37,454,84413Fox
11Courageous$51,476-42%90-26$572$34,522,22117Sony / TriStar
12Sea Rex: Journey To A Prehistoric World$49,73868%8-1$6,217$4,611,172893D Entertainment
13Melancholia$48,632-38%52-15$935$2,912,67611Magnolia Pictures
14The Flowers of War$48,558--30--$1,619$139,7521Wrekin Hill Entertainment
15Hubble 3D$34,459-28%211$1,641$30,726,38297Warner Bros. / IMAX
16Vettai$34,397-61%21-13$1,638$148,9382UTV Communications
17J. Edgar$31,053-44%46-36$675$37,036,91511Warner Bros.
18Drive (2011)$26,543-8%331$804$35,010,46419FilmDistrict
19In the Land of Blood and Honey$25,693-42%14-4$1,835$201,2255FilmDistrict
20Dolphin Tale$24,893-38%63-28$395$72,279,69018Warner Bros.
21Under the Sea 3D$22,317-9%8-1$2,790$30,430,092154Warner Bros. / IMAX
22The Way$21,056-37%28-12$752$4,373,59816Producers Distribution Agency
23Midnight in Paris$12,94728%13-2$996$56,446,21736Sony Pictures Classics
24The Skin I Live In$12,267-42%17-14$722$3,147,49915Sony Pictures Classics
25The Women on the 6th Floor$11,354-17%71$1,622$534,77416Strand Releasing
26Le Havre$11,198--14--$800$514,96814Janus Films
27Don 2$9,493-75%12-16$791$3,673,2505Reliance Big Entertainment
28Margin Call$8,148-46%14-6$582$5,344,10414Roadside Attractions
29Crazy Horse$7,963--1--$7,963$12,3371Zipporah Films
30Take Shelter$7,76723%162$485$1,716,35317Sony Pictures Classics
31The Help$7,393-50%22-6$336$169,598,52324Disney / DreamWorks
32Young Goethe In Love$6,320148%85$790$122,18512Music Box Films
33Martha Marcy May Marlene$6,107-30%172$359$2,965,48414Fox Searchlight
34Tomboy (2011)$5,509278%105$551$106,34310Dada Films
35Carol Channing: Larger Than Life$5,000--2--$2,500$5,0001Entertainment One Films
36The Man Nobody Knew$4,9641245%32$1,655$181,27618First Run Features
37The Mill and the Cross$4,8922%4-1$1,223$289,45219Kino Lorber
38The Pruitt-Igoe Myth$4,721--1--$4,721$4,7211First Run Features
39The City Dark$4,594--1--$4,594$7,0321Argot Pictures
40Ultrasuede: In Search of Halston$3,968--1--$3,968$3,9681Tribeca Films
41The Guard$3,87521%9-2$431$5,354,86826Sony Pictures Classics
42Man on a Mission$3,160-8%51$632$7,0152First Run Features
43Buzzkill$2,912--2--$1,456$2,9121Indican Pictures
44Sing Your Song$2,803-79%20$1,402$20,1192S2BN Films
45Once Upon a Time in Anatolia$2,571-76%10$2,571$41,5213Cinema Guild
46OKA!$2,496--1--$2,496$17,42615Dada Films
47Santa Mesa$2,276-41%1-2$2,276$7,7172Indican Pictures
48Addiction Incorporated$2,200-1%21$1,100$13,5036Variance Films
50Blackthorn$1,958-26%3-2$653$196,71316Magnolia Pictures
51My Reincarnation$1,872-12%2-1$936$71,24213Long Shot Factory
52Roadie (2010)$1,813110%10$1,813$7,5563Magnolia Pictures
53Being Elmo: A Puppeteer's Journey$1,474-50%2-2$737$271,92914Submarine Deluxe
54Mozart's Sister$1,402-53%2-4$701$705,26423Music Box Films
55Sholem Aleichem: Laughing in the Darkness$1,248-49%10$1,248$850,64329International Film Circuit
56Outrage$1,100-38%3-2$367$41,1778Magnolia / Magnet
57The Autobiography of Nicolae Ceausescu$921--2--$461$28,47720The Film Desk
58Pianomania$790-2%10$790$49,53435First Run Features
59Tyrannosaur$746--1--$746$18,52510Strand Releasing
60Jane's Journey$72438%10$724$26,10719First Run Features
61Loosies$566-30%21$283$3,3182IFC Films
62Granito: How to Nail a Dictator$512--2--$256$38,85219International Film Circuit
63Crazy Wisdom$294-85%1-1$294$47,5949Alive Mind Cinema
64The Interrupters$208--1--$208$275,17126Cinema Guild
65Charlotte Rampling: The Look$198-69%20$99$14,22212Kino Lorber
66Eames: The Architect and the Painter$186--1--$186$144,36510First Run Features
67Garbo: The Spy$128-88%1-1$128$27,60310First Run Features