'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, Aug. 17 - Sun, Aug. 19

Wide (1000+)

1The Expendables 2$28,591,370--3,316--$8,622$28,591,3701Lionsgate
2The Bourne Legacy$17,057,385-55%3,7538$4,545$69,618,4652Universal
4The Campaign$13,127,289-51%3,25550$4,033$51,435,8262Warner Bros.
5Sparkle (2012)$11,643,342--2,244--$5,189$11,643,3421Sony / TriStar
6The Dark Knight Rises$11,011,349-42%3,157-533$3,488$409,787,2605Warner Bros.
7The Odd Life of Timothy Green$10,822,903--2,598--$4,166$15,100,9181Disney
8Hope Springs (2012)$9,111,529-38%2,3610$3,859$35,063,3212Sony / Columbia
9Diary of a Wimpy Kid: Dog Days$3,834,737-52%2,737-664$1,401$38,747,0583Fox
10Total Recall (2012)$3,472,829-57%2,434-1167$1,427$51,755,2723Sony / Columbia
11Ice Age: Continental Drift$3,005,507-53%2,274-829$1,322$150,191,9236Fox
12Ted (2012)$1,543,080-52%1,169-1039$1,320$213,064,3858Universal

Limited (100 — 999)

12016: Obama's America$1,244,698292%169108$7,365$2,028,0356Rocky Mountain Pictures
2Ek Tha Tiger$1,139,340--118--$9,655$1,484,4041Yash Raj Films
3Step Up Revolution$1,040,170-65%905-993$1,149$32,776,5884Lionsgate / Summit
5The Amazing Spider-Man$758,807-64%598-987$1,269$257,435,3257Sony / Columbia
6Madagascar 3: Europe's Most Wanted$708,02368%406100$1,744$212,684,70011Paramount / DreamWorks
7Beasts of the Southern Wild$563,293-22%236-50$2,387$8,110,9698Fox Searchlight
8Moonrise Kingdom$503,385-18%282-165$1,785$42,966,19313Focus
9The Watch$502,413-77%513-1950$979$33,062,5994Fox
10The Intouchables$366,655-2%1940$1,890$9,885,07413Weinstein Company
11Nitro Circus The Movie 3D$312,790-74%424-376$738$3,077,9612ARC Entertainment
12Men in Black 3$303,756-40%258-37$1,177$178,127,91913Sony / Columbia
13Ruby Sparks$301,226-32%218-43$1,382$1,796,5974Fox Searchlight
14To Rome with Love$244,287-42%160-104$1,527$15,553,9599Sony Pictures Classics
15Snow White and the Huntsman$208,615-24%244-29$855$154,660,66012Universal
16The Hunger Games$204,955-37%230-30$891$407,688,21222Lionsgate
17Magic Mike$199,389-53%255-195$782$112,720,1828Warner Bros.
18Marvel's The Avengers$148,968-45%142-78$1,049$617,595,39116Disney
19Tyler Perry's Madea's Witness Protection$112,655-61%199-165$566$64,958,4258Lionsgate
20The Best Exotic Marigold Hotel$108,355-36%128-56$847$45,592,32816Fox Searchlight
23Abraham Lincoln: Vampire Hunter$73,292-19%105-25$698$37,307,1119Fox
24Katy Perry: Part of Me 3D$62,668-55%140-62$448$25,240,9887Paramount

Platform (1 — 99)

1Celeste and Jesse Forever$246,92797%6749$3,685$615,4883Sony Pictures Classics
2The Queen of Versailles$208,444-2%83-6$2,511$1,246,6355Magnolia Pictures
3To the Arctic 3D$158,489-24%520$3,048$7,656,27418Warner Bros. / IMAX
4Searching For Sugar Man$106,28368%2712$3,936$309,3594Sony Pictures Classics
52 Days In New York$100,375319%2018$5,019$144,0552Magnolia Pictures
6Farewell, My Queen$96,235-3%602$1,604$966,2006Cohen Media Group
7The Awakening (2012)$95,933--70--$1,370$95,9331Cohen Media Group
8The Imposter$83,63191%196$4,402$273,2456Indomina Releasing
9Cosmopolis$70,339--3--$23,446$266,9121Entertainment One Films
10Bernie$62,219-22%71-17$876$9,046,93217Millennium Entertainment
11Ai Weiwei: Never Sorry$49,103-10%3914$1,259$322,1024IFC Films
12Hubble 3D$48,808-6%140$3,486$34,170,342127Warner Bros. / IMAX
13Born to Be Wild 3D$46,684-25%330$1,415$20,580,46372Warner Bros. / IMAX
14Safety Not Guaranteed$40,986-32%54-19$759$3,683,59311FilmDistrict
15From Beneath$36,855-23%15-3$2,457$119,7632Nocturnal Features
16Robot & Frank$35,539--2--$17,770$35,5391IDP/Samuel Goldwyn
17The Well-Digger's Daughter$30,05651%141$2,147$180,8975Kino Lorber
18Under the Sea 3D$29,446-24%70$4,207$32,211,933184Warner Bros. / IMAX
19Beloved (2012)$25,825--5--$5,165$25,8251IFC Films
20Sea Rex: Journey To A Prehistoric World$25,242-36%100$2,524$5,984,0391193D Entertainment
21Red Hook Summer$23,280-42%95$2,587$78,2732Variance Films
22Take This Waltz$18,365-25%24-11$765$1,175,3188Magnolia Pictures
23Painted Skin: The Resurrection$17,791--6--$2,965$17,7911Well Go USA
24Deep Sea 3D$17,62630%20$8,813$44,925,105338Warner Bros. / IMAX
25Your Sister's Sister$17,5089%26-7$673$1,573,71210IFC Films
26People Like Us$17,308-67%54-86$321$12,412,3868Disney / DreamWorks
27Compliance$16,427--1--$16,427$16,4271Magnolia Pictures
28Easy Money (2012)$13,195-27%5-2$2,639$165,7866Weinstein Company
29Chicken With Plums$11,301--2--$5,651$53,4771Sony Pictures Classics
30Neil Young Journeys$10,78983%239$469$163,8648Sony Pictures Classics
31360$9,077-6%8-3$1,135$64,5393Magnolia Pictures
32Hysteria$8,65950%14-2$619$1,761,96114Sony Pictures Classics
33Side By Side$6,956--1--$6,956$6,9561Tribeca Film
34Dark Horse$5,90913%6-2$985$159,23011Vitagraph
35Death by China$5,701--1--$5,701$5,7011Area23a
36Trishna$5,481-11%11-2$498$234,4326IFC Films
37Max and the Junkmen (2012 re-issue)$4,675-64%10$4,675$25,1202Rialto Pictures
38Meet The Fokkens$4,573-40%10$4,573$19,6672Kino Lorber
39Kumare$4,0610%3-3$1,354$94,3549Kino Lorber
40A Cat In Paris$3,208-45%7-5$458$294,38612GKIDS
41Union Square (2012)$3,064268%20$1,532$39,3476Dada Films
42Monsieur Lazhar$3,008-65%6-4$501$1,991,20143Music Box Films
43Klown$2,663-54%5-5$533$58,2474Drafthouse Films
44Oslo, August 31st$2,642--2--$1,321$75,32513Strand Releasing
45Where Do We Go Now?$2,442620%54$488$524,13515Sony Pictures Classics
46The Magic of Belle Isle$2,401-67%4-4$600$94,6107Magnolia Pictures
47Elena (2012)$2,304-18%2-1$1,152$208,66714Zeitgeist Films
48Unforgivable$2,236-68%2-4$1,118$112,5928Strand Releasing
49Jiro Dreams of Sushi$2,172-31%30$724$2,550,50824Magnolia Pictures
50Grand Illusion: 75th Anniversary Restoration$1,804--1--$1,804$144,08215Rialto Pictures
51Darling Companion$1,749375%3-1$583$793,35218Sony Pictures Classics
52Celine & Julie Go Boating (2012 re-issue)$1,689--1--$1,689$29,41416New Yorker Films
53Why Stop Now$1,641--3--$547$1,6411IFC Films
54The Salt of Life$1,334--1--$1,334$317,06025Zeitgeist Films
55$upercapitalist$1,110-87%10$1,110$13,2202Truly Indie
565 Broken Cameras$1,078476%10$1,078$65,11812Kino Lorber
57The Graduate: 45th Anniversary Reunion$1,023-7%10$1,023$43,15319Rialto
58You've Been Trumped$906-60%20$453$10,8423International Film Circuit
59I Wish$788-51%30$263$145,69715Magnolia Pictures
60Turn Me On, Dammit!$727--1--$727$121,11421New Yorker Films
61Damsels in Distress$67051%20$335$1,007,53520Sony Pictures Classics
62The Deep Blue Sea (2011)$498142%10$498$1,125,58822Music Box Films
63Marina Abramovic: The Artist is Present$384-90%1-3$384$75,30810Music Box Films
64The Invisible War$376-39%1-1$376$54,2089Cinedigm
65China Heavyweight$300-8%10$300$9,3957Zeitgeist Films
66Pink Ribbons, Inc.$165--2--$83$25,67712First Run Features
67The Color Wheel$93--1--$93$17,09514Cinema Conservancy
68Nobody Else But You$83-94%1-1$83$33,13915First Run Features